Gana Matthew Attahiru1, Catheryn Khoo-Lattimore2

(1. Taylor’s University, Lakeside Campus, Malaysia; 2. Griffith University, Australia)

 

 

Abstract: In today’s highly competitive market where multiple service providers are vying for a limited pool of customers (in tourism sector), this call for continuing good relationship among the potential customers which can be achieved through the deployment of location-based service promotion. Location-based service promotion is a new marketing strategy that depends on individual location, mobile internet services and a mobile phone. The study found that location-based services have potential to attract, monitor and strengthened customer relationship. Tourism as an information driven industry would be better-off through application of location-based services to tourism activities. The study did not examined consumers’ privacy concerns. The paper is structured into introduction, literature review, discussion, conclusion and implications of the study to tourists and tourism industry.

 

 

Key words: location-based service; promotion; tourism; tourism industry; information technology

 

JEL codes: O, M