“…Also, the fact that technology is used all through in a smart tourism destination is another context the tourist would PEOPLE: International Journal of Social Sciences ISSN 2454-5899 consider when using a mobile application, especially when they know that the only option they have to get a service available to them is via a mobile technology, or using their location-based information, they have less privacy concern, with the understanding of why their information is being collected. González-Reverté et al, (2018) found out that privacy risk had a significant negative impact on the tourist experience, and using location-based services one of the most popular applications available on mobile technology is a significant concern for users ( Hong et al, 2015), and also a concern for service providers in destinations as they want the users to use the application, but the privacy concern that the users have towards providing their information to service provider is a challenge, in the privacy paradox domain, where users considers the benefit of using the mobile application, and this can reduce their privacy concern, but there is no consensus both in the literature, and in the industry about the benefit of personalization in mitigating privacy concern which is why it is still a paradox (Lee & Rha, 2016), this study proposes not just the personalization benefit, but also the environmental factor can influence and mitigate the privacy concern of a user towards a mobile application behavioral intention. That is intention to use and also recommend to others, thereby while privacy concern can be negatively related to user's mobile application services behavioral intention, the use context would influence the relationship such that the adverse relation would be reduced based on the context of use of mobile application in a smart tourism destination; therefore, we propose that.…”