Users’ Creativity in Mobile Computing Travel Platforms

Abstract

Web 2.0 code-free interfaces and mobile computing platforms allow consumers to creatively create content and share with their peers. As a result, numerous user-driven innovation-oriented communities started to emerge. Nowadays, these communities are available through smartphones. Especially in the field of tourism these platforms started to reshape marketing practices as well as tourist’ behaviour. Therefore, this study analysed a mobile computing travel platform by integrating creativity theory and platform engagement to explain this phenomenon. First, the study demonstrates users’ innovative traits influencing their online behaviour. Second, for marketers this study illustrates the importance of an effective working environment to support consumers producing user-driven innovate as well as the opportunities to attract highly innovative users.