<abstract xmlns="http://www.w3.org/1999/xhtml">

<bold>Aim/purpose</bold> – 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.
<bold>Design/methodology/approach</bold> – 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.
<bold>Findings</bold> – Findings of the present study indicate seven value propositions of the NTO, including aesthetic, functional, hedonic, organizational, social, technological, and user experience values.
<bold>Research implications/limitations</bold> – 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.
<bold>Originality/value/contribution</bold> – 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.
</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.

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

School of Hotel and Tourism Management The Hong Kong Polytechnic University HKSAR

University of Macau Avenida da Universidade Taipa

Journal of Economics and Management

This work is licensed under the Creative Commons Attribution-NonCommercial 4.0 International License.

Aim/purpose – This paper aims at examining the value propositions of tourism marketing for smartphone marketing and the value perceptions of tourists of using...

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

Published Online: Jun 23, 2022

Page range: 187 - 209

Received: Mar 06, 2022

Accepted: May 24, 2022

DOI: https://doi.org/10.22367/jem.2022.44.08

Keywords
smartphones, smartphone marketing, National Tourism Organization (NTO), value propositions, perceived value, Hong Kong, South Korea

© 2022 Hyun Hee Kim et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial 4.0 International License.

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

Published Online: Jun 23, 2022

Page range: 187 - 209

Received: Mar 06, 2022

Accepted: May 24, 2022

DOI: https://doi.org/10.22367/jem.2022.44.08

Keywordssmartphones, smartphone marketing, National Tourism Organization (NTO), value propositions, perceived value, Hong Kong, South Korea

© 2022 Hyun Hee Kim et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial 4.0 International License.

Keywords
smartphones, smartphone marketing, National Tourism Organization (NTO), value propositions, perceived value, Hong Kong, South Korea