earticle

영어

The purpose of this study is to present the guideline of future mobile tourism application by analyzing users' ease of use, usefulness and value satisfaction of mobile tourism application. In order to accomplish the purpose of this study, literature study and empirical research were performed in parallel. We selected consumers who have used mobile tourism applications or are currently using them. We obtained 324 valid samples with experience using mobile tourism applications. Frequency analysis, confirmatory factor analysis, correlation analysis, and covariance structure analysis were performed using SPSS and AMOS 23.0 statistical programs. The results of this study are summarized as follows. First, the responsiveness, reliability, and certainty of mobile tourism applications have a significant effect on ease of use. However, tangibility did not show significant effect. The confidence of mobile tourism application has a positive (+) influence on usability. However, tangibility, reliability, and reactivity were not significant. Second, ease of use has a positive (+) effect on usability. Third, tangibility and firmness have positive effect on value satisfaction. However, reliability and reactivity did not significantly affect value satisfaction. Finally, ease of use has no significant effect on value satisfaction. Usefulness has a significant effect on value satisfaction. Therefore, based on the results of analysis, we suggested some useful implications for mobile tourism applications.