WWW/Internet - Portal do Software Público Brasileiro

ISBN: 978-972-8939-25-0 © 2010 IADISor perceived need had to be met by the services and moreover, the services need to profoundly change theway a tourist does or experience something – and to the better (Harkke 2007).MobiPortal is a mobile version of an information portal www.visitaland.com which is the official touristsite of the Åland Islands. The portal includes search for events, restaurants etc., a map service and facts onthe Åland Islands.MobiTour is a guide for attractions such as the Bomarsund fortress which is downloadable / streamable tothe visitors’ own devices. The guide includes voice and/or video guidance.See user interface of the two services in figure 1.MobiPortalMobiTourFigure 1. User interface of MobiPortal and MobiTourBoth services ought to expand the limits of a tourist according to the Braudel rule by enabling 1) instantaccess to local information and 2) experience enhancement for certain unmanned attractions. Especiallyexperience enhancement features are generally seen as key drivers for successful customer satisfaction intourism (Pine & Gilmore 1999). The determinants for the intended use of mobile tourism services are,however, a complex issue which will be discussed next.3. RESEARCH MODELSeveral models of technology adoption have been developed. One of the most used models is the technologyacceptance model (TAM) by Davis (1989) which is based on the theory of reason action (TRA) by Fishbeinet al. (1975). Other often used models in technology adoption research are the diffusion of innovationstheories (DIT) by Rogers (1995) and the unified theory for the acceptance and use of technology (UTAUT)by Venkatech et al. (2003) which combines TAM with several other adoption models e.g. DIT. The UTAUTmodel states that there are three determinants performance expectancy, Effort expectancy and SocialInfluence with direct effect on the behavioral intention of technology. Two determinants facilitatingconditions and behavioral intentions have a direct effect on the actual use of technology and threedeterminants self-efficacy, efficacy, attitudes towards technology and anxiety are not direct determinants of theintended behavior. Moreover, four moderators gender, age, experience and voluntariness of use are includedin the UTAUT model. See figure 2. The focus in this study will be to examine determinants in UTAUT withdirect effect on intentional behavior: performance expectancy (PE), Effort expectancy (EE) and SocialInfluence (SI), as our aim is primarily to find out determinants with direct influence on the behavioralintention of mobile tourism services. Nevertheless, due to that UTAUT is primarily focusing onorganizational contexts and not on consumer contexts; we will modify PE, EE and SI and include thedeterminants Anxiety (AX) and Attitude (ATT) in our test. Moreover, based on previous tests of UTAUT amodification to the model should be made when investigating mobile services (Carlsson et al 2006). Herebywe discuss relevant research theories for adoption on of electronic and mobile services to motivate themodification of UTAUT for PE, EE, SI, AX and ATT. The moderators are left out in this research paper.12