how do millennial travellers use their mobile devices in a city destination? – empirical evidence...

ENTER 2015 Research Track Slide Number 1 How do Millennial Travellers use their Mobile Devices in a City Destination? – Empirical Evidence from Switzerland Livia Gotardi, Yves Senn, Elena Cholakova, Andreas Liebrich, and Thomas Wozniak Institute of Tourism Lucerne School of Business , Switzerland [email protected] https://www.hslu.ch/itw

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ENTER 2015 Research Track Slide Number 1

How do Millennial Travellers use their Mobile Devices in a City Destination? – Empirical Evidence

from Switzerland

Livia Gotardi, Yves Senn, Elena Cholakova,

Andreas Liebrich, and Thomas Wozniak

Institute of Tourism

Lucerne School of Business, [email protected]

https://www.hslu.ch/itw

http://www.ifitt.org/

Page 2: How do Millennial Travellers use their Mobile Devices in a City Destination? – Empirical Evidence from Switzerland

ENTER 2015 Research Track Slide Number 2

Background

On Site“the most intriguing phase for DMOs, with multiple levels of engagement that allow destinations to co-create experiences with the tourist in the physical and virtual setting at the same time” (Neuhofer et al., 2012, p. 41)

Y• more at ease with new technologies (Davidson, 2008)• use mobile technologies the most (e.g. Dewan & Benckendorff, 2013) • feel need to be highly connected online and mobile (Zhang et al., 2009)

high density of attractions and other

points of interests

good coverage with mobile broadband (e.g.

3G and 4G/LTE)

many Wi-Fi hotspots at (semi-)public places

City destinations as prime places for virtual co-creation that enhances tourists’ physical experience on site, esp. as smart tourism destinations

(Neuhofer et al., 2012; Buhalis & Amaranggana, 2013)

http://www.ifitt.org/

Page 3: How do Millennial Travellers use their Mobile Devices in a City Destination? – Empirical Evidence from Switzerland

ENTER 2015 Research Track Slide Number 3

Methodology

• Qualitative approach for exploration• 18 interviews at two mid-tier hotels in Lucerne• Thematic coding for data analysis

http://www.ifitt.org/

Page 4: How do Millennial Travellers use their Mobile Devices in a City Destination? – Empirical Evidence from Switzerland

ENTER 2015 Research Track Slide Number 4

Findings & Discussion 1/2

• [taking pictures] [social media]• Spillover from practices in daily routines into

travel context:

“digital elasticity” (Pearce & Gretzel, 2012)

“decapsulation” of travel experience

(Wang & Fesenmaier, 2013)

! Conscious decision for “encapsulated” travel experience (Jansson, 2007) in certain phases

“To me, I used the iPad on the first day here to take pictures, but after, I did not even bring my phone or

iPad when I went to the old town”

http://www.ifitt.org/

Page 5: How do Millennial Travellers use their Mobile Devices in a City Destination? – Empirical Evidence from Switzerland

ENTER 2015 Research Track Slide Number 5

Findings & Discussion 2/2

• Almost no use of use mobile applications and services provided by local tourism organisations, instead: Facebook, WhatsApp, Google Mapsconfirming Dewan and Benckendorff (2013) and Kwon et al. (2013)

• Desire for fast and affordable connectivity mainly online via free Wi-Fi provided at hotel rather no real-time interactions, instead: post-hoc sharing of experiences corroborating Dewan and Benckendorff (2013)

http://www.ifitt.org/