관광자들의 모바일 이용동기, 모바일 관광 정보 유형, 모바일 이용의도간 구조적 관계 고찰 - 이용과 충족접근 이론의 적용 -

The main purpose of this study is to examine the structural relationships between mobile-usage motivations, information typology of tourism mobile services and mobile-usage intention. A total of 400 questionnaires was distributed to visitors to Jeju at the Jeju International Airport. The usable 322 samples were analyzed by structural equation modelling analysis. Mobile-usage motivations were factored into ‘communication', ‘information search', ‘purchase & website search' while the information types of tourism mobile services were classified to ‘unilateral message mobile services', ‘interactive mobile album services', and ‘3D virtual-reality mobile services'. Results from structural equation modelling analysis are as follows: first, it was found that ‘information search' the most influenced ‘unilateral message mobile services' while ‘3D virtual-reality mobile services' was the least influenced; second, ‘communication' the most influenced ‘unilateral message mobile services' while ‘3D virtual-reality mobile services 'was the least influenced; third, ‘purchase & website search' had an influence on ‘3D virtual-reality mobile services' only; and fourth, it was found that ‘unilateral message mobile services' and ‘3D virtual-reality mobile services affected mobile-usage intention. The conclusion and limitations were discussed.