An evaluation of mobile marketing for the tourist's purchase intention: Case of Kuşadası

Mobile marketing has become a tool for consumers to directly access the product and service. The rapid development of technology has been effective in the tourism sector as well as in many other sectors. Mobile devices are available to almost every consumer, the consumer can now have faster access to tourism businesses and tourism services. The aim of the research is to determine the effect of mobile marketing applications on the purchase intent of local tourists staying in 4 and 5 star hotel businesses in Kuşadası. In the study, the level of change in the intent of purchasing of domestic tourists against mobile marketing applications was determined and the approaches of customers to mobile marketing applications were investigated. For this purpose, the data were obtained through surveys applied to 407 customers staying in 4 and 5 star hotel businesses in Kuşadası. As a result of the analysis made in the research, the relationship between the intention to purchase intention levels of the customers who are applied mobile marketing and the use of mobile phones and SMS was revealed. It is seen that gender and education, which are personal characteristics, affect the purchase intent. In addition, the frequency of mobile phone usage has been found to affect the purchase intent. It is seen that there is a low level of positive and meaningful relationship between the dimensions of trust, information and benefit, among the sub-dimensions of mobile marketing applications. It is thought that the results of the research will contribute to hotel managers and related literature in order to increase the purchasing intentions of the customers accommodating in the hotel businesses, and to better determine the customer requests and needs, despite the mobile marketing applications.