The watchful eye: investigating tourist perceptions of different wireless tracking technologies at a travel destination

Abstract

Wireless tracking technologies is an emerging technology used in tourism destinations to better understand the movement of tourists and to develop more personalized products. However, little is understood of tourists’ perceptions of these wireless tracking technologies. This study investigated the impact inferences of manipulative intent, privacy concerns, perceived personalization, and personal innovativeness on tourists’ attitudes and intentions towards the technology and destinations. A total of 615 questionnaires were collected under three between-subject’s conditions, namely ‘wireless tracking only’, ‘Wi-Fi wireless tracking’, and ‘app-based tracking’. Structural equation modelling revealed that perceived personalization significantly predicted positive attitudes, while inferences of manipulative intent significantly deterred tourists. Theoretically, this study reveals the different ways in which different wireless tracking technologies are perceived and how these perceptions impact on the destination. Further, the results of this study can assist destination marketing organizations and governing bodies to improve their implementation of such technologies at a destination.