The Value of Information at each stage of the Tourism Flow : Application of TAM

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Purpose - This paper tried to confirm the tourism capacity that induces the tourism flow of tourists, focusing on information activity experienced in the process of tourism. By unders tanding information activity as a level of technological use, the linkage with TAM was analy zed. It was attempted to derive the main factors of information activity that act in each stage of the tourism flow. Design, data, and methodology -The information use for each stage of the tourism flow is composed of the 7 stages. The TAM was subdivided into perceived usefulness, ease of use, and perceived enjoyment, and this was linked with intention to use continuously. A total of 462 samples were analyzed by constructing a structural equation model. Result - In the flow step-by-step information use on each component of the technology acceptance model, it was analyzed that tourism desire recognition, decision-making, corrective action during tourism, and tourism recall had a significant effect. Conclusions - The 5 processes were reconstructed according to the information use, and the technical value played a large role in tourism recall stage. In addition, role of informati on activity at each stage is different, and tourist''s flow has a clearly divided system. Also, the difference was identified in quality and use value in information required at each stage.

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