EXPLORING CUSTOMERS’ ATTITUDES AND BEHAVIOURS TOWARDS USING MOBILE MARKETING BEFORE, DURING, AND AFTER VISITING RESTAURANTS IN SAUDI ARABIA
List of Authors
  • , COLIN DRAKE, COLIN DRAKE , MSHARI ALJABR, MSHARI ALJABR , ROMANA GARMA

Keyword
  • Restaurants selection, instagram, google maps, TAM, social media

Abstract
  • Contemporary tourism has seen the adoption of mobile applications to discover and market attractions such as restaurants and hotels, yet few academic studies focus on customer attitudes and behaviours towards using mobile marketing for restaurants in non-western cultures, including Saudi Arabia. The Saudi Arabian Government’s announcement that the country’s borders are opening to international tourists is a significant opportunity for hospitality businesses. This study provides insight into customers’ attitudes and behaviours towards using mobile marketing channels for deciding on restaurants. Qualitative research using semi-structured interviews were conducted with ten Saudi customers who frequently utilise their smartphones to decide on restaurants. Thematic analysis identified positive attitudes towards the use of mobile marketing by restaurants, which included usefulness, ease of use, and time and money savings, while misleading information and massive advertising resulted in negative attitudes. Furthermore, the research highlights customers’ main mobile marketing activities before, during, and after their visits to restaurants. This research provides initial findings identifying opportunities for businesses resulting from the adoption of these technologies.

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