The current ubiquitous service supporting tourism greatly calls for studying customer behavior to enhance tourist satisfaction. In this paper, we analyze the relationship among motivation, preference, satisfaction and behavioral intention of tourists.
To achieve the objectives, this study collected 241 survey responses from the tourists who participated IT EXPO(Information and Technology Exhibition) in Busan. The survey data were empirically analyzed and the results are as follows. First, there are partially positive relation between tourism motivation and preference, between tourism motivation and satisfaction and between tourism motivation and behavioral intention. Second, the preference for the ubiquitous tourism service is positively related to satisfaction with IT EXPO. Thirdly, there is the positive relation between the satisfaction and the behavioral intention.
Based upon these results, the ubiquitous tourism service is realised in terms of the important context for the tourism.