The Influence of Smartphone Technology on Travel Decision-Making: A Case Study of the Tripadvisor App

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.