Paper Information

Journal:   TOURISM AND DEVELOPMENT   winter 2019 , Volume 7 , Number 4 #b00509; Page(s) 83 To 100.
 
Paper: 

Extracting the rules governing the behavioral intentions of Iranian users of Mobile Tourism Applications using individual factors based on the Rough Set theory

 
 
Author(s):  mahavarpour nasrin*, Sajadian Fatemeh, Haghighinasab Manijeh
 
* Management Faculty, AlZahra University, Tehran, Iran
 
Abstract: 
Recently, purchases through mobile phone applications have been very much considered. These apps have a high potential for consumers and they are important to the success of the organization, but the study of the tourism industry in this area is still limited. Therefore, this research intends to make an effective contribution to the effective use of mobile tourism applications with respect to the individual characteristics of the audience. According to the above, determining the factors affecting users' behavioral intentions and intentions regarding the use of mobile tourism apps and the logical link between these factors are among the main questions that the research seeks to answer, and in Intends to deal with this theoretical approach to the Rough Set Theory as one of the methods of classification. The results of the study showed that the main effective factors as the core are perceived benefits, perceived ease, individual innovation, social impact, based on the theory of the Rough Set Theory, the rules governing behavioral intentions and the intention of using Iranian users to be identified. In this regard, some suggestions have been proposed for this industry.
 
Keyword(s): Mobile Tourism Application,Technology adoption MODEL,Rough Set Theory,Individual Factors
 
References: 
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