Attitudes and Behavior of Local People toward Mobile Marketing in Tourism Discipline, a Case of Ho Chi Minh City, Vietnam

With significant growth and advance of the technology and increase of a number of mobile device users, mobile marketing gains more popularity. This leads the operations and marketing activities of the businesses must be change to adapt these challenges. Mobile marketing refers to different kinds of marketing containing mobile phone technological to achieve the target spectators. However, understanding the attitude and behavior of the local people in the tourism – travel sector toward the mobile marketing activities should be done first, this study is done for that objective. To gain the findings which are as guidelines for mobile marketing development in tourism – travel discipline, the deductive and quantitative research approaches are adopted, where data come from the 2 sources of primary and secondary data. The study is expected to contribute not only to practice but also the theory or mobile marketing with the further researches.