ABSTRACT
Consumers around the world are increasingly reaching for their smartphone to research and book travel (Lu et al. 2016; Murphy et al. 2016). This technology can also be used to enhance the travel experience and share that experience with others. For some consumers, smartphones have become an essential travel companion and guide, assisting them to make travel more enjoyable, increasing their confidence and reducing anxiety associated with experiencing an unfamiliar place (Tussyadiah and Wang 2016). Consumers are using the functionalities of smartphones when travelling to manage and organize their trip, for direction and navigation and social networking, to receive push recommendations and to search for online reviews, deals and discounts (Tussyadiah 2016).
