The roles of personal innovativeness and push vs pull delivery methods in travel‐oriented location‐based marketing services

Abstract

PurposeAs mobile devices amass greater capabilities that include broadband internet and global positioning systems (GPS), the relevance of location based marketing (LBM) services has gained increased attention among tourism researchers and marketers alike. The purpose of this paper is to examine the impact of personal travel innovativeness, information privacy and the type of delivery method (pull vs push) on the perception of potential value in LBM programs.Design/methodology/approachData were collected from travelers at two large airports in the USA. A 2*2 design that comprised LBM (services vs promotions) and the delivery method (pull vs push) combined with two primary covariates, namely personal travel innovativeness and information privacy, evaluated the potential value of LBM programs amongst consumers.FindingsThe findings indicate that personal travel innovativeness has a significant impact on the perception of potential value in LBM. Additionally, the pull delivery method was more amenable to customers when compared with the push delivery method.Research limitations/implicationsThere are significant implications for practitioners in the way LBM programs can be conceived and implemented. Also, marketing messages can be produced based on the relevance of the findings.Originality/valueThe paper is the first to directly ascertain the impact of the delivery method and travel innovativeness in an emerging domain of LBM using a synthesis of constructs.

Tourist Innovation in Air Travel

“…The preceding literature highlights the concepts, dimensions, and measures of innovation in consumer research over the past decades. Generally adopting innovation measures from consumer literature to identify how tourists respond to new innovations in service sectors, recent studies show that numerous technology innovations have transformed tourism operations (Couture et al 2015; Beldona, Lin, and Yoo 2012; Tussyadiah 2016; Wang 2015; Hjalager 2010, 2015). A tourist innovation model is thus needed that incorporates three behavioral components: (1) tourist innovation, (2) tourists’ perception on service innovation, and (3) tourists’ purchase intentions.…”

SoCoMo Marketing for Travel and Tourism

“…This type of marketing is based on the idea to use the location of consumers to communicate and engage with them in order to predict their needs (Beldona et al 2012). Therefore, marketers adopt location-based services to identify the location of a consumer and send locationspecific offers based on the preferences and behaviours this consumer has revealed on social media (Shankar and Balasubramanian 2009).…”

An Assessment of the Activeness Factors of Tourists Visiting Southern Karnataka

“…The study by Beldona, Lin and Yoo (2012) identifies that to assess pull and push motivation, a factor analysis is conducted to identify the range of activities that the tourist would like to engage in as it is essential to identify the travel potentiality and innovativeness of the tourist. This is essential as travelers typically draw out their emotional energies and exercise imagination about the prospective travel experience.…”