Drivers and barriers of mobile travel and tourism service adoption : a study of individual perceptions and business model development in a travel and tourism context

The Travel and Tourism field is undergoing changes due to the rapid development of information technology and digital services. Online travel has profoundly changed the way travel and tourism organizations interact with their customers. Mobile technology such as mobile services for pocket devices (e.g. mobile phones) has the potential to take this development even further. Nevertheless, many issues have been highlighted since the early days of mobile services development (e.g. the lack of relevance, ease of use of many services). However, the wide adoption of smartphones and the mobile Internet in many countries as well as the formation of so-called ecosystems between vendors of mobile technology indicate that many of these issues have been overcome. Also when looking at the numbers of downloaded applications related to travel in application stores like Google Play, it seems obvious that mobile travel and tourism services are adopted and used by many individuals. However, as business is expected to start booming in the mobile era, many issues have a tendency to be overlooked. Travelers are generally on the go and thus services that work effectively in mobile settings (e.g. during a trip) are essential. Hence, the individuals’ perceived drivers and barriers to use mobile travel and tourism services in on-site or during trip settings seem particularly valuable to understand; thus this is one primary aim of the thesis. We are, however, also interested in understanding different types of mobile travel service users. Individuals may indeed be very different in their propensity to adopt and use technology based innovations (services). Research is also switching more from investigating issues of mobile service development to understanding individuals’ usage patterns of mobile services. But designing new mobile services may be a complex matter from a service provider perspective. Hence, our secondary aim is to provide insights into drivers and barriers of mobile travel and tourism service development from a holistic business model perspective. To accomplish the research objectives seven different studies have been conducted over a time period from 2002 – 2013. The studies are founded on and contribute to theories within diffusion of innovations, technology acceptance, value creation, user experience and business model development. Several different research methods are utilized: surveys, field and laboratory experiments and action research. The findings suggest that a successful mobile travel and tourism service is a service which supports one or several mobile motives (needs) of individuals such as spontaneous needs, time-critical arrangements, efficiency ambitions, mobility related needs (location features) and entertainment needs. The service could be customized to support travelers’ style of traveling (e.g. organized travel or independent travel) and should be easy to use, especially easy to take into use (access, install and learn) during a trip, without causing security concerns and/or financial risks for the user. In fact, the findings suggest that the most prominent barrier to the use of mobile travel and tourism services during a trip is an individual’s perceived financial cost (entry costs and usage costs). It should, however, be noted that regulations are put in place in the EU regarding data roaming prices between European countries and national telecom operators are starting to see ‘international data subscriptions’ as a sales advantage (e.g. Finnish Sonera provides a data subscription in the Baltic and Nordic region at the same price as in Finland), which will enhance the adoption of mobile travel and tourism services also in international contexts. In order to speed up the adoption rate travel service providers could consider e.g. more local initiatives of free Wi-Fi networks, development of services that can be used, at least to some extent, in an offline mode (do not require costly network access during a trip) and cooperation with telecom operators (e.g. lower usage costs for travelers who use specific mobile services or travel with specific vendors). Furthermore, based on a developed framework for user experience of mobile trip arrangements, the results show that a well-designed mobile site and/or native application, which preferably supports integration with other mobile services, is a must for true mobile presence. In fact, travel service providers who want to build a relationship with their customers need to consider a downloadable native application, but in order to be found through the mobile channel and make contact with potential new customers, a mobile website should be available. Moreover, we have made a first attempt with cluster analysis to identify user categories of mobile services in a travel and tourism context. The following four categories were identified: info-seekers, checkers, bookers and all-rounders. For example “all-rounders”, represented primarily by individuals who use their pocket device for almost any of the investigated mobile travel services, constituted primarily of 23 to 50 year old males with high travel frequency and great online experience. The results also indicate that travel service providers will increasingly become multi-channel providers. To manage multiple online channels, closely integrated and hybrid online platforms for different devices, supporting all steps in a traveler process should be considered. It could be useful for travel service providers to focus more on developing browser-based mobile services (HTML5-solutions) than native applications that work only with specific operating systems and for specific devices. Based on an action research study and utilizing a holistic business model framework called STOF we found that HTML5 as an emerging platform, at least for now, has some limitations regarding the development of the user experience and monetizing the application. In fact, a native application store (e.g. Google Play) may be a key mediator in the adoption of mobile travel and tourism services both from a traveler and a service provider perspective. Moreover, it must be remembered that many device and mobile operating system developers want service providers to specifically create services for their platforms and see native applications as a strategic advantage to sell more devices of a certain kind. The mobile telecom industry has moved into a battle of ecosystems where device makers, developers of operating systems and service developers are to some extent forced to choose their development platforms.

The future of branded sportswear store formats in Germany 2030: Four images of the future

A fast changing dynamic business environment is becoming a norm today in different areas, including retailing. The aims of this study are to explore existing store formats of branded sportswear retailing and their characteristics, and to identify the trends which might shape their future. The ultimate goal, however, is to create and analyze images of the future of branded sportswear retailing in Germany 2030 by applying the methods of futures studies. As theoretical background, the cyclical theories of retail evolution have been used. Empirical material is obtained by conducting a Disaggregative Policy Delphi method based study, the aim of which is to obtain well–argued qualitative and quantitative information from experts about store format development in order to create future images based on cluster analysis. Flagship stores, Concept stores, Factory Outlets, Pop-up stores, E-commerce and M-commerce represent the diversity of store formats existing in Germany today. They have different aims, roles, and advantages which retailers try to leverage. However such trends as multichannel integration, technological enhancements, growing popularity of online channels, switching customer behaviors, customization and personalization, and economic turbulence might shape the future of sportswear retailing. Four future images constructed: “Multichannel Integration”, “Smart and Personal”, “Consumer Diversification”, and “Always Online” – describe alternative futures of German branded sportswear store formats in 2030 based on different trends, assumptions, hopes and fears. They also point out uncertainties in retailing such as cannibalization of channels, the growing power and expectations of consumers, the complexity of multichannel synergies, and the switching customer behavior. Constructed future images, thus, provide readers with an opportunity to imagine and explore alternative states of the future of branded sportswear store formats in Germany 2030. They could serve well as a tool to communicate the results to decision–makers, compare them, and to analyze to inspire and direct actions for a better future tomorrow.

Fuzzy tolerance/equivalence relations from intersection, union and complement operators and their application to a clustering method

This master thesis work introduces the fuzzy tolerance/equivalence relation and its application in cluster analysis. The work presents about the construction of fuzzy equivalence relations using increasing generators. Here, we investigate and research on the role of increasing generators for the creation of intersection, union and complement operators. The objective is to develop different varieties of fuzzy tolerance/equivalence relations using different varieties of increasing generators. At last, we perform a comparative study with these developed varieties of fuzzy tolerance/equivalence relations in their application to a clustering method.

Suomalaisten teknologia-alan pörssiyhtiöiden suoriutuminen finanssikriisin aikana

Tässä kandidaatintutkielmassa tarkastellaan vuonna 2008 kärjistyneen finanssikriisin aiheuttamien suhdannevaihteluiden vaikutusta Nasdaq OMX Helsinkiin listattujen teknologia-alan yritysten suorituskykyyn. Tutkielman päätavoitteena on selvittää millaisiin listautuneisiin teknologia-alan yrityksiin finanssikriisi vaikutti eniten. Analyysi toteutettiin kvantitatiivisin menetelmin hyödyntämällä klusterianalyysiä sekä Kruskal-Wallis -testiä.

Minkä nuorena hallitsee sen aikuisena taitaa? Liikehallinnan pysyvyys kouluiästä aikuisikään – 24 vuoden seurantatutkimus

Tässä 24 vuoden pitkittäistutkimuksessa tutkitaan liikehallinnan kehitystä ja pysyvyyttä kouluiästä aikuisikään. Lisäksi ennustetaan ja selitetään aikuisiän liikehallintaa kouluiän liikehallinnan perusteella. Tutkimukseen osallistui 44 miestä ja 44 naista eri puolilta Suomea, joiden liikehallintaa mitattiin kouluiässä 1985 ja 1988 (9–16-vuotiaina) sekä aikuisiässä 2009 (33−39-vuotiaina). Liikehallintaa mitattiin kuudella liiketehtävämittarilla (flamingoseisonta, tarkkuusheittokiinniotto, kahdeksikkokuljetus, edestakaisinhyppely, vauhditon 5-loikka ja kärrynpyörä) sekä niistä lasketulla summamuuttujalla. Miesten ja naisten liikehallintaa vertailtiin varianssianalyysilla. Kouluiässä pojat menestyivät välineenkäsittelytehtävissä ja tytöt tasapaino- ja voimistelutehtävissä, mutta kokonaisuutena sukupuolten välillä ei ollut eroa. Aikuisena miehet olivat naisia parempia lähes kaikissa tehtävissä. Kovarianssianalyysissä havaittiin, että kehonrakenteeltaan (BMI) erilaisten ryhmien liikehallinnassa oli vain yksittäisiä eroja koulu- ja aikuisiässä. Toistettujen mittausten varianssianalyysissa ilmeni, että kouluiässä molempien sukupuolten liikehallinnan kehitys oli samanlaista. Kouluiän jälkeen kevyiden ja keskipainoisten poikien liikehallinta parani, mutta painavien tulokset eivät muuttuneet. Kevyiden tyttöjen tuloksissa ei tapahtunut muutosta, mutta keskipainoisten ja painavien tulokset heikkenivät. Koululiikunnan tehostus- ja vertailuryhmien välille kouluiässä muodostuneet erot kaventuivat tai katosivat aikuisena. Kouluiän liikehallinnaltaan eritasoisten ryhmien väliset erot kaventuivat, mutta eivät poistuneet kouluiän jälkeen. Klusterianalyysissa tutkittavat jakaantuivat kouluiässä neljään liikehallintatyyppiin (yleishyvät, tasapainoiset, pallotaitajat ja yleisheikot), jotka säilyivät myös aikuisiässä, mutta niiden väliset erot kaventuivat. Ristiintaulukointi ja khiin neliö -testi osoittivat, että tasoryhmän ja liikehallinnan monipuolisuuden pysyvyys oli vahvaa kouluiästä aikuisikään. Koulu- ja aikuisiän liikehallintatulosten välinen korrelaatio oli naisilla (0.69) vahvempaa kuin miehillä (0.48). Yksittäiset mittaustulokset kouluiässä selittivät keskimäärin 33 % aikuisiän tuloksista (korrelaation neliö). Regressioanalyysissa miesten aikuisiän liikehallintaa selittivät kouluiän muuttujista parhaiten liikehallinnan monipuolisuus sekä liikkuvuus (61 %), mutta naisilla vain liikehallinnan monipuolisuus (37 %). Miesten ja naisten erot liikehallinnassa syntyivät kouluiän jälkeen, mikä johtunee erilaisista liikuntatavoista ja -harrastuksista. Kouluiän liikehallinta määritti vahvasti varsinkin tytöillä aikuisiän liikehallintaa sekä yksilö- että ryhmätasolla, mikä korostaa monipuolisen koululiikunnan merkitystä. Yksilölliset muutokset olivat mahdollisia. Kouluiän jälkeen erityisesti naiset ja kehonrakenteeltaan painavat tarvitsisivat hermolihasjärjestelmää monipuolisesti kuormittavaa ja liikesuunniltaan moniulotteista liikuntaa liikehallinnan kehittämiseksi ja ylläpitämiseksi. Naisten liikehallinnan taantuminen varsinkin tasapainotehtävissä voi altistaa kaatumistapaturmille ja rajoittaa fyysistä toimintakykyä.

Scanning the future of Single Euro Payment Area – towards cashless payment methods

The future of paying in the age of digitalization is a topic that includes varied visions. This master’s thesis explores images of the future of paying in the Single Euro Payment Area (SEPA) up to 2020 and 2025 through the views of experts specialized in paying. This study was commissioned by a credit management company in order to obtain more detailed information about the future of paying. Specifically, this thesis investigates what could be the most used payment methods in the future, what items could work as a medium of exchange in 2020 and how will they evolve towards the year 2025. Changing consumer behavior, trends connected to payment methods, security and private issues of new cashless payment methods were also part of this study. In the empirical part of the study the experts’ ideas about probable and preferable future images of paying were investigated through a two-round Disaggregative Delphi method. The questionnaire included numeric statements and open questions. Three alternative future images were created with the help of cluster analysis: “Unsurprising Future”, “Technology Driven Future” and “The Age of the Customer”. The plausible images had similarities and differences, which were reflected to the previous studies in the literature review. The study’s findings were formed based on the images of futures’ similarities and to the open questions answers that were received from the questionnaire. The main conclusion of the study was that development of technology will unify and diversify SEPA; the trend in 2020 seems to be towards more cashless payment methods but their usage depends on the countries’ financial possibilities and customer preferences. Mobile payments, cards and cash will be the main payment methods but the banks will have competitors from outside the financial sector. Wearable payment methods and NFC technology are seen as widely growing trends but subcutaneous payment devices will likely keep their niche position until 2025. In the meantime, security and private issues are seen to increase because of identity thefts and various frauds. Simultaneously, privacy will lose its meaning to younger consumers who are used to sharing their transaction and personal data with third parties in order to get access to attractive services. Easier access to consumers’ transaction data will probably open the door for hackers and cause new risks in paying processes. There exist many roads to future, and this study was not an attempt to give any complete answers about it even if some plausible assumptions about the future’s course were provided.