Measuring the impact of mobile marketing on the purchase decision of a sample of tourists using the modeling of structural equations - A case study of tourists in a Saida state -

The study aims to clarify the effect of mobile tourism marketing tools (SMS، QR، mobile browsers، mobile apps، mobile paid advertising، social networking sites) on the tourist's purchasing decision. Therefore، a form was distributed to a sample of 96 tourists from a Saida state، where data was processed using structural equation models (PLS microsquares method). The study results were obtained after statistical processing using SMART PLS 2 .3 . 8. Mobile tourism marketing tools، mobile browsers، mobile paid announcements، and social networking sites have had a positive impact on the purchase decision. Unlike other mobile marketing tools، which are sms messages، Qr code and mobile apps، they have had no impact on the tourist's purchasing decision.

本研究旨在厘清移动旅游营销工具（含短信（SMS）、二维码（QR）、移动浏览器、移动应用、移动付费广告、社交网站）对游客购买决策的影响效应。为此，研究向赛达州（Saida）的96名游客样本发放了调研问卷，采用结构方程模型中的偏最小二乘微方（PLS Microsquares）法处理数据，并通过SMART PLS 2.3.8软件完成统计分析，最终得到研究结果。分析显示：移动浏览器、移动付费广告及社交网站对游客购买决策具有正向影响；而短信、二维码与移动应用这三类移动营销工具则未对游客购买决策产生显著影响。