Volume 10 Issue 2 May 2012 Special Issue ENTER 6

Heather Kennedy-Eden and Ulrike Gretzel
Institute for Innovation in Business and Social Research (IIBSoR), Laboratory for Intelligent Systems in Tourism (LIST) University of Wollongong,


The rapid growth in the use of smart phones and respective mobile applications has created new ways for the tourism industry to connect with their visitors while travelling. This paper proposes a taxonomy of mobile apps in tourism from two perspectives: a taxonomy on what services travel-related apps provide to the user and a taxonomy based on the level of customization the user has with the mobile application. The taxonomies provide insights into app development trends as well as gaps in the mobile app landscape. Understanding the opportunities currently provided by apps is also critical from a marketing perspective.

Keywords: Travel; Mobile Applications; Taxonomy; Mobile Marketing; App Design.

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