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Value proposition of smartphone destination marketing: The cases of Hong Kong and South Korea

Author

Listed:
  • Kim Hyun Hee

    (School of Hotel and Tourism Management The Hong Kong Polytechnic University HKSAR, China)

  • Sun Sunny

    (College of Asia Pacific Studies, Ritsumeikan Asia Pacific University Beppu, Japan)

  • Law Rob

    (Asia-Pacific Academy of Economics and Management, Faculty of Business Administration, University of Macau Avenida da Universidade Taipa, Macau SAR, China)

Abstract

Aim/purpose – This paper aims at examining the value propositions of tourism marketing for smartphone marketing and the value perceptions of tourists of using smartphone applications by investigating the National Tourism Organization (NTO) of Hong Kong and South Korea, respectively. Design/methodology/approach – Through conducting in-depth and focus group interviews, the present study explored and compared the value proposition of smartphone destination marketing of the NTOs in Hong Kong and South Korea. Findings – Findings of the present study indicate seven value propositions of the NTO, including aesthetic, functional, hedonic, organizational, social, technological, and user experience values. Research implications/limitations – An increasing number of destination marketing organizations have been adopting smartphones to meet the demands of the competitive marketing environment. Hence, tourism organizations must enhance the delivery of quality travel-related information to improve tourists’ perceived value. A conceptual framework was proposed based on the findings of the present study, and valuable practical implications were provided. Originality/value/contribution – The originality of the present study lies in the integration of the value proposition concept in the consumption value theory to the mobile context in tourism.

Suggested Citation

  • Kim Hyun Hee & Sun Sunny & Law Rob, 2022. "Value proposition of smartphone destination marketing: The cases of Hong Kong and South Korea," Journal of Economics and Management, Sciendo, vol. 44(1), pages 187-209, January.
    • Handle: RePEc:vrs:jecman:v:44:y:2022:i:1:p:187-209:n:18
    DOI: 10.22367/jem.2022.44.08
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    References listed on IDEAS

    as
    1. Carlos Lamsfus & Zheng Xiang & Aurkene Alzua-Sorzabal & David Martín, 2013. "Conceptualizing Context in an Intelligent Mobile Environment in Travel and Tourism," Springer Books, in: Lorenzo Cantoni & Zheng (Phil) Xiang (ed.), Information and Communication Technologies in Tourism 2013, edition 127, pages 1-11, Springer.
    2. Margherita Pedrana, 2014. "Location-based services and tourism: possible implications for destination," Current Issues in Tourism, Taylor & Francis Journals, vol. 17(9), pages 753-762, October.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    smartphones; smartphone marketing; National Tourism Organization (NTO); value propositions; perceived value; Hong Kong; South Korea;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • N70 - Economic History - - Economic History: Transport, International and Domestic Trade, Energy, and Other Services - - - General, International, or Comparative
    • Z33 - Other Special Topics - - Tourism Economics - - - Marketing and Finance

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