Abstract:
Smartphones, driven by the ICT revolution, have transformed communication from static
to interactive. While literature generally acknowledges smartphones' role in travel, this
study examines the TripAdvisor app’s impact on travel choices for Tanzania. It measures
app usage frequency to assess its influence on inbound travel. Using the stage model of
traveling and theories like choice theory and adaptive decision-maker theory, the study
evaluates the app’s effect on travellers, from planning to sharing experiences.
Quantitative results show that 67.5% of questionnaire respondents frequently use the app
and find it influential, with 75% of questionnaire responses motivated by engaging
content. In contrast, Qualitative results give insight into the impact of using TripAdvisor
and its challenges. The study highlights the importance of destination marketing and
identifies system failures as areas for improvement. It underscores the need for tourism
stakeholders to invest in digital technologies and address usability challenges to enhance
user experience, offering valuable insights into travel decision-making for Tanzania.
