OriginalScientificArticle
MobileDevicesintheTouristExperience:
Tijuana,BajaCalifornia,Mexico
AnaMaríaMirandaZavala
AutonomousUniversityofBajaCalifornia,Mexico
amiranda@uabc.edu.mx
IsaacCruzEstrada
AutonomousUniversityofBajaCalifornia,Mexico
icruz@uabc.edu.mx
MargaritaRamírezTorres
AutonomousUniversityofBajaCalifornia,Mexico
mramirez@uabc.edu.mx
This research aims to analyse the digital services and tools used in mobile devices
and their benefit in the experience of tourists who arrive at Tijuana city. In addi-
tion,wetestthefollowinghypothesis:theuseofdigitalservicesonmobiledevicesof
tourists contributes to the experience in the destination.Methodology: 385 surveys
madeupofsixdimensionswereappliedtotouristsofthemunicipality.Acorrelation
was made between the variables, the use of mobile services and satisfaction, and a
factoranalysisresultedinfivecomponentsassociatedwiththetouristicexperiences.
Asignificantmeancorrelationbetweenvariablesanalysedwasfound.Likewise,the
componentsofthefactoranalysisareimmediacyofdigitalinformationandservices
at the destination; anticipated experiences; mobility; instant messaging; and pro-
vision of information via tourist apps. These technological factors used by visitors
through smartphones benefit the tourist’s experience in planning and during their
stayinthevisitedplace.Thenewneedsofdigitaltouristrequireconstantinteraction
withdestination.
Keywords: tourists,mobile devices, ict, digitalservices,tourismexperience
https://doi.org/10.26493/2335-4194.14.227-240
Introduction
All human experience happens at brain level, what is
perceivedthroughthesensesisprocessedbychemical-
electrical impulses which are produced in neuronal
communication; thisimplies thatall experience of re-
alityoccurswithineachindividual(González-Damián,
2018). Thus, a personal event assumes an important
emotional meaning, which is based on interaction
with stimuli that are products or services consumed
(Holbrook & Hirschman, 1982), being able to pro-
vokeextraordinaryexperienceswithinapersonalone
(Arnould & Price, 1993). For Pine ii and Gilmore
(2011) an economic factor is the experience, its val-
ues attract and involve customers by providing prod-
uctsandservicesthatcangeneratememorableevents.
Regarding the tourist experience that the individual
obtains during a trip, it cannot be characterized as a
single one, but as a set of different situations, some of
them obtained as a tourist and others not (González-
Damián, 2018). It should be noted that organizations
Academica Turistica, Year 14,No. 2,December 2021 | 227

Ana María Miranda Zavala etal. Mobile DevicesintheTourist Experience
andserviceprovidersinadestinationseektofacilitate
the development of an environment which allows for
increasing the possibilities that people can transform
theirexperiencesintosomethingmemorable.
Likewise, experience is related to emotion: the
tourist wants to discover, enjoy and connect with the
localpeopleandtheircustoms,theywanttogoback
to their place of origin with a lived history, with new
emotions (Mazarrasa, 2016). The success of the ex-
perience offer in the destination is based on its be-
ing authentic, through differential characteristics of
heritage, landscape, culture and populations (Rivera
Mateos,2013; Mazarrasa,2016). Currently,technology
allowstravellerstohaveinformationofallkindsabout
theplacesthatareofinteresttothem.Touristshavebe-
come more demanding and act interactively, with the
purpose of finding a type of trip and activity different
fromthemasses,demandingdifferentproducts,alter-
native destinations and tailor-made services that are
part of their experience (Rivera Mateos, 2013). In this
sense,theevolutionofmobiledeviceshasincreasedin
thelastdecade(Sauraetal.,2017).AccordingtoWang
etal.(2012),theyallowportableaccesstotheInternet,
they have high-resolution cameras for taking photos
and videos, and geolocators to find the ideal route to
the place of interest, as well as alarms, calendars, e-
mail, and the ability to install applications such as so-
cial networks. These latter sites have become a means
of communication in promoting tourism. Companies
use social media as an immediate channel for con-
tactwithcustomers,whohavetheopportunitytorate
and share their experience in consuming the service
orproductduringtheirstayinadestination(Mendes-
Thomazetal.,2013; Katsoni,2014).
As for tourism, Baja California is a great driver of
economicgrowthandjobcreation.Itrepresents12of
the state’s gross domestic product (gdp). The city of
Tijuana is the border with the largest crossing in the
world, and the cultural mix makes it a multifaceted,
warm, and interesting city for tourists, according to
the Tourism Secretariat (sectur, 2018). In the State
Tourism Program 2015–2019, one of the established
objectives was to promote the tourist offer and com-
petitiveassistancetoboosttheecosystemofthissector
in Baja California.
Technology hasbecome a fundamental element in
changingthewayoftravellingthroughawiderangeof
Internet sites and mobile applications that are used in
preparing tourists’ experiences. The evolution of the
mobile market to an internationalscale has increased
exponentially as well. Thus, the objective of the re-
search is to analyse digital services and mobile device
tools that benefit tourists’ experiences when arriving
at this border city.
LiteratureReview
InformationandCommunicationTechnologies(icts)
have changed the way of promoting tourist sites, and
electronic tourism (e-tourism) has emerged with the
evolution of technologies, which includes the design,
implementation, and application of icts and e-com-
mercesolutions,aswellasthemarketstructuresofall
the actors involved in the tourist experience (Werth-
ner et al., 2015). By choosing the destination to visit,
potential tourists are persuaded by the experiences
andopinionsofthirdparties,whicharesharedindig-
ital media (Zeng & Gerritsen, 2014; Kang & Schuett,
2013). The information about a tourist site has to be
continually updated on the different Internet plat-
forms in order to remain a competitive destination
in digital media and become an indispensable refer-
ence point for the visitor (Caro et al., 2015). Taking
a trip involves a number of decisions that guarantee
the continual enjoyment of the stay. Tourists have to
choose from various options of accommodation, air-
lines,typeofpayment,andtechnologicalelementsthat
must be considered from the beginning until the end
ofthetrip.Thecompaniesthatprovidetheservicesde-
siredbytravellerswillgainanadvantagebymeeting
people’sexpectations(sectur,2018;Katsoni,2014).
BenefitsofMobileDevicesforExperiences
ofTourists
Theintegrationof icts inthetourismsectorhasben-
efitted travellers’ experiences (Neuhofer et al., 2013).
According to the Internet Association of Mexico
(2018), smartphones have become the main means of
connecting to the Internet in the country. The World
Tourism Organization (unwto, 2015) and sectur
(2018) clarify the importance that the development
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Ana María MirandaZavala etal. Mobile DevicesintheTourist Experience
of mobile technology has had as a component to im-
provetouristexperience,andtofacilitateavailableser-
vices at the site. Through this technological equip-
ment, it is possible to compare places of interest, or-
ganize the trip, review recommendations, check the
weatherbeforeandduringthetrip,makereservations,
locatevariousplacesanddecidethebest optiontoget
therein the shortesttime, amongother functions and
benefits that users find (Chang & Shen, 2018). There-
fore, tourist destinations and companies must be pre-
pared to meet the mobility needs of today’s travellers
(Santillán-Núñezetal.,2015).
Ballesteros Díaz et al. (2014) and Chang and Shen
(2018) point outthatmobile technologyhasbecomea
factor that contributes to consumer experience when
purchasing services and products, with the opportu-
nitytoinstantlyassessthesatisfactionviatheInternet.
People will remain in contact with friends and fam-
ilytowhomtheywillrecommendtheirexperiencesor
not. Smartphones have become a companion to trav-
ellers,usedtoobtaininformationinrealtime(Ricau-
rte Quijano et al., 2017). Through the installed appli-
cations, smartphonesmakeit easierto move fromthe
starting point to destinations in the city, adding var-
ious options that consider the disadvantages of each
route.Thetechnologyavailableonmobiledeviceshas
becomeafundamentalcomponentwhenpeopleorga-
nize their trip; users feel connected and secure when
theyareaided by technology;theysharetheir experi-
ence through photographs, videos, or simply indicate
theircurrentlocationintheirsocialnetworks(Chang
& Shen,2018).
Currently, communication strategies use adver-
tisingadaptedtosmartmobiledevicesasoneofthe
strategicinitiativesofdigitalmarketing,sincethrough
the various platforms on the Internet it is possible to
interact with tourist consumers who are looking for
immediate answers. This exchange can mark the dif-
ferencein purchasedecisionsof thosewhofrequently
use digital media (Santillán-Núñez et al., 2015; In-
ternet Association of Mexico, 2018). Tourists’ expe-
riencescanbecomemorepleasantwhenusingmobile
technologies, which will accompany and guide them
throughout their travel plan (Santillán-Núñez et al.,
2015;Bonilla,2013).
Socialnetworks
Geolocation
Tourismsocialnetworks
Instantmessaging
Mobility
Travelers’positive
experience
Figure1 Mobile ServicesApplications
With smartphones,people can recordand edit au-
dios, videos, and texts, and access the Internet at the
sametime.Thisgeneratesahistoryofconsultationfor
other users, who can add a point of interest during
their tour based on the information generated by the
peoplewhohavebecomepartofthewebcontentgen-
eration (Iványi & Bíró-Szigeti, 2019; Chang & Shen,
2018).
Thus,sometechnologicaltoolsareusedbytourists
as an essential element to obtain information on the
destinationtheywishtovisitandthentocreateatravel
itinerary,in ordertoensuregoodexperiences.Table1
shows the approaches of some authors in relation to
the digital services available, the reason why they are
used, and their relation to the factors that prevail in
tourists’experiences.
Based on the authors cited in the literature review
and in Table 1, it can be asserted that the use of tech-
nologicaltools(socialnetworks,applicationsforreser-
vation of accommodation and restaurantservices, ge-
olocation programsand map tools, tourist social net-
works, etc.) used by people throughsmartmobile de-
vices as support before and during their stay is pos-
itively related to the final tourist experience. Figure
1 shows a scheme that synthesizes this relationship
and the verification of the hypothesis of this research,
thatthe useofdigitalserviceson mobile devicescon-
tributes to the positive experience of tourists visiting
the city of Tijuana. This, too, highlights the impor-
tanceofdigitalmediaavailabilityintouristplacesthat
are of interest to visitors, which become essential for
individuals in making decisions to attend and pur-
chase services for which they have found data. Like-
wise, tourists have the opportunity to evaluate the
service obtained in each of the phases of their travel
itinerary, of which they anticipated various expecta-
tions.
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Ana María Miranda Zavala etal. Mobile DevicesintheTourist Experience
Table1 TechnologicalServicesinMobileDevicesRelatedtoTourist Experience
Authors Digitalservices Factorsinthetravellerexp.
Santillán-Núñezetal.
(2015);Sauraetal.(2017);
Munar & Jacobsen (2014);
Cervi(2019)
Mobile social network apps such asFacebook, Twitter, and
Instagramareusedbytravellerstoobtaininformationon
the tourist site, review comments, and seek information on
theexperiencesusershavehadinthedestinationstheywish
tovisit.Thesedigitalmediaareareference,inthepurchase
decisionphaseandinthesocializationoftheexperiencein
thetouristplace.
Socializationof theexperience.
Need for information. Com-
munication. Recommendation.
Anticipateexperience.
Saura etal.(2017);Ricau-
rteQuijanoetal.(2017)
GeolocationtoolssuchasGoogleMapsareusedbytourists
toobtaininformationonthelocationsandroutes ofplaces
of interest, allowing the optimization of the transfer time
betweentheoriginanddestinationduringthetrip.Theseap-
plicationsinstalledonsmart mobile devicessatisfytravellers’
mobilityneeds.
Mobilityefficiency.Effectively
managetimeduringthestayat
thedestination.
Litvin &Dowling(2016);
Saura etal.(2017);
Kavoura & Borges (2016);
Cervi(2019);Yuetal.
(2016)
Travellers use tourist social networks such as Tripadvisor, Ex-
pedia, VirtualTourist, etc. to compare prices of hotels, flights,
paymentoptions,etc.Potentialtravellerstrytomaximize
knowledge,searchingforinformationonplacesofinterest
available on the Internet.
Search for information. Effi-
cientuse ofthetravelbudget.
Purchasedecisionbasedon
recommendations.Anticipate
experience.
Munar & Jacobsen (2014);
RicaurteQuijanoetal.
(2017)
Instantmessagingapps like Facebook Messenger,WhatsApp,
areusedbytravellerstobeincontactwiththeirfriends,fam-
ily, sharing information, and experiences of the tourist place.
Communication with family
andfriends. Proximity to its
digitalsocial environment.
Shareexperiences.
Sauraetal.(2017);Cervi
(2019);Dickinsonetal.
(2014);Okazaki&Hirose,
(2009);Wangetal.(2012)
Travellers use m-tourism apps such as geolocation, reserva-
tions,Booking,Tripadvisor, Airbnb,Expedia,VirtualTourist,
etc.,toobtaininformationonthedestinationstheywant
tovisit,toplantheeasiestrouteandsavetimeontransfers,
compare prices in accommodation, updating, andcontrol
oftheitinerary.Theseapplications maketourismeasier,
fasterandcheaper,maximizingprofitability andgeneratinga
favourableexperiencefortourists.
Control of travel itinerary.
Maximum cost-benefitprof-
itability. Service analysis.Con-
trolofavailableservices.
TheTechnologicalApproachintheTourism
Industry
icts havebecomeanimportantfactorinthetourism
industry,whichiswhythe unwto recommendsthat
countriespromoteinvestmentininnovationanddigi-
taladvancesinthetourismsectorthatprovideoppor-
tunitiesforall(unwto,2018).ICTshavebecomepart
oftraveller’sculture,whichisrelatedtonewneedsand
unpredictable changes of tourists, they also have an
important influence on travel cycle, from planning to
assessing their experience (Ivars et al., 2016; Ferrá &
Cardona,2015;Tafuretal.,2019).
With technological changes, tourism companies
have been subjected to a dynamic that has shaped
the business environment: companies need to have
information quickly and efficiently to improve ser-
vice management. The exponential advance of tech-
nologies induces companies to adapt to trends, which
have among their main needs the constant exchange
ofinformationwithconsumerswhousetechnological
meansintheirdailylives.Digitalmarketingisusedin
thetourismindustryasaneffectivemeansofreaching
across-bordermarket.Thevarioustechnologicaltools
favourthecreationofvalueintheservicesorproducts,
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Ana María MirandaZavala etal. Mobile DevicesintheTourist Experience
which are available to people who explore different
optionsontheInternetona dailybasis(Lamberton&
Stephen, 2016; Domínguez Vila & Araújo Vila, 2014).
For Brumen et al. (2020), digital marketing focused
onmobiledevicesisanareaofopportunityforbusi-
nesses.Theinteractionthatpeoplecurrentlyhavewith
technologiesleadstotheneedtousedigitalmarketing
to create effective and cheaper advertising, compared
totraditionalmedia. Thistrendhasgeneratedsignifi-
cant results, considering its availability to most of the
population(AndradeYejas,2016;Daries-Ramónetal.,
2016).
According to Velázquez Castro et al. (2018) and
Narváez Castro and Villalobos Jiménez (2020), tech-
nology in the tourism industry has led to structural
and functional changes, the entry of new actors, the
development of new communication channels be-
tween providers and consumers, and the exchange of
consumption experiences between people. According
to the Ministry of Tourism (sectur), innovation al-
lows companies to be more efficient, profitable, and
guarantee continuous improvement in the traveller
experience (sectur, 2013). The causes that drive in-
novationin the tourismsectoraretheunexpected de-
creaseinvisitors,goalachievement,increasedproduc-
tivity, product and service innovations, and penetra-
tionofnewmarkets(Maráková&Kvasnová,2016).
Inrecentyears,Mexicohasbeenoneofthefavour-
ite places for tourists in the world (unwto, 2018).
Mexicohaspositioneditselfamongthetopsevenmost
visitedcountriesintheworld,receivingnearly40mil-
lion tourists per year. The border cities have become
important growth points in the country due to the
importance of their industrial and service dynamics
(Bringas et al., 2004). The city of Tijuana is the most
populous municipality in the Stateof Baja California,
with more than 1.7 million inhabitants according to
data from the Planning Committee for the Develop-
mentoftheState(coplade,2017).Atthebeginning
of2019,therewasa9increaseintheinfluxoftourists
tothecitycomparedtothepreviousyear,accordingto
datafromtheTijuanaTourismandConventionCom-
mittee.However, icts areoneofthereasonsthathin-
der tourism in Baja California, according to the Baja
CaliforniaStateProgram2015–2019.
Furthermore, faced with an unprecedented chal-
lenge, the unwto, with the support of the World
HealthOrganization(who),hasaskedinnovatorsand
entrepreneurs to provide new solutions in the aid of
tourism,asithasbeenoneofthesectorsmostaffected
by the covid-19 pandemic (unwto, 2020). In mid-
March 2020, tourismworldwidewas paralyzedby the
pandemic; international tourist arrivals decreased by
56 in the first month of the year, leading to losses of
up to $320 billion in tourism exports, which is more
thanthreetimeswhatwaslostintheglobaleconomic
crisisof2009(NacionesUnidas,2020).Countriesand
international organizations have undertaken various
measures to mitigate the socio-economic impact of
the pandemic, with the aim of stimulating the recov-
eryoftourism,butthemagnitudeofthecrisisrequires
additional efforts, innovation, maximizing the use of
technology and continuous improvement of the pro-
cessesemployedin provisionof its services(Naciones
Unidas, 2020). Tourism organizations have imple-
mented the management of technologies, new prac-
ticesandprotocols,withpurposeofmakingtheirser-
vice more efficient, exercising with more interest the
need for innovation to adapt to new tourism trends
(De FreitasCoelho &FederMayer,2020).
Accordingtolessonslearnedduringthepandemic,
it is essential to include processes and solutions with
high added value in tourist destinations, relying on
internet connectivity, ict tools, and mobile devices,
as well as the incorporation of various solutions that
meettheneedsandexpectationsofpeople(DeFreitas
Coelho &FederMayer,2020).
TheProclivitytoUseTechnologyinPurchase
Decisions
Advances in technology have caused the opening of
new markets and growth in supply, so that compa-
nies are immersed in a globalized world, in a com-
plex environment, and with increasing competition,
and consumers have become more demanding, with
volatile tastes (Velázquez Castro et al., 2018). Consid-
eringthecurrentscene,thefactorsthatinfluencepur-
chase decisions (how to buy, why, what are the ben-
efits sought) should be analysed. Knowing these as-
pects could be very useful for commercial managers
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Ana María Miranda Zavala etal. Mobile DevicesintheTourist Experience
indesigningstrategiesandcreatingproductsbasedon
client preferences, as well as in achieving better po-
sitioning in the market (Pérez-Almaguer et al., 2015).
With the efficient application of technologies in com-
panies, it is expected to obtain better results from ex-
isting services and allow the company to explore new
markets(Arévalo-Avecillasetal.,2018).
Currently, the markets are very competitive and
the loss of clients is very costly, therefore, developing
a relational strategy based on acquiring and retain-
ing clients is profitable (Egan, 2011; Sarmiento Guede
& Ferrão Filipe, 2019). In electronic environments,
consumers look for brands that provide them with
unique and personalized experiences (Zarantonello
& Schmitt, 2010) and more emotional activities. In
addition, online user perception is influenced by de-
sign, emotions, environment, communication, com-
munity,security,andothercharacteristicsintendedto
influence the final result of online interactivity (Con-
stantinides, 2004; Sarmiento Guede & Ferrão Filipe,
2019;CarrizoMoreiraetal.,2017).Becauseelectronic
markets are characterized by uncertainty, one of the
requirementsfortheprogressofelectroniccommerce
is trust (Chung & Shin, 2010; Sukno & Pascual, 2019;
Davis et al., 2011). Once customers trust the brand,
it is more likely that purchases will increase (Carrizo
Moreira & Silva, 2015).
Satisfaction is another important factor in the de-
cisionofonlineuserconsumption(Szymanski&Hise,
2000; Chung&Shin, 2010). Thisreferstojudgingex-
periences shared on the Internet that influence cus-
tomer relationships with a product or service, cus-
tomerloyalty,andtheirintentiontobuyonline(Bigné
et al., 2011). The experience in electronic commerce
has a positive effect on user satisfaction (Constan-
tinides, 2004). Electronic satisfaction is closely re-
lated to trust (Sukno & Pascual, 2019; San Martín &
Pradanova,2014).
Theapplicationofdigitalmarketingintourismhas
been growing intensely due to technological trends
that are easily adapted to companies in this sector
(Zhangetal.,2018;Nikunenetal.,2017).Itisnecessary
tounderstandtheconsumerandtheirbehaviourinthe
use of smartphones to develop marketing strategies
(San Martín & Pradanova, 2014). Apps for tourists,
search engines, data analysis to measure experience,
availability of reservations, or online sales and social
networks are tools that frequently update new func-
tionstomeetcustomerneeds(Lamberton&Stephen,
2016;AndradeYejas,2016). AnInternetusercancon-
sultvarioustravelsiteseverydayuntilthereservation
isconfirmed.Thismeansthatthereisalotofdatathat
marketingspecialistsreceive,withwhichtheycanpre-
pare a different digital strategy that more effectively
convinces potential travellers. Mobile technology of-
fers advantages for purchases such as ubiquity, loca-
tion,convenience,andpersonalization(Clarke,2001).
The proper managementof tourist companies’ so-
cial networks is positively related to travellers’ trust:
withtheinformationthattheusersobtain,theyman-
age to solve certain doubts and then decide between
theplacestheywanttovisit(GiraldoCardona&Mar-
tínez,2017;V arkaris&Neuhofer ,2017).T oolssuch
as TripAdvisor are important for trip planning, how-
ever, Facebook is the main source of information be-
fore and during the trip. YouTube provides videos
to analyse the destination and anticipate the experi-
ence.MessagesonTwitterfromindividualexperiences
can influence manypeople’s decisions.Instagramalso
shares images and videos but with special filters, in
order to highlight some of the memorable moments
duringthetrip(Huertas&Marine-Roig,2018).Social
networks drive customers’ buying decisions (Cvitić &
Plenković, 2018). Apps, programs, and/or social net-
works are available to be installed on smart mobile
devices, which have become a satisfaction tool and
guide for travellers. Consumers who trust e-buying
will make more purchases (San Martín & Pradanova,
2014).
Methodology
A qualitative survey technique was used for the re-
search, and the size of the population studied was
basedonthelatest2017reportinthestatisticalandge-
ographicalyearbookofBajaCalifornia,whichrecords
thearrivaloftouristsinthemunicipality.Thenumber
of tourists recorded in the city of Tijuana in June and
Julywas217,173(DataTur,n.d.),ofwhich92arefrom
CaliforniaintheUnitedStatesandtherestfromMex-
ico (cemdi, 2015). Based on this proportion, 355 sur-
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Ana María MirandaZavala etal. Mobile DevicesintheTourist Experience
veyswereappliedtoforeigntouristsand30todomes-
tictourists,agedbetween18and70.Itshouldbenoted
that the information obtained regarding the number
oftouristsarrivinginTijuanadoesnotreportthegen-
der of the visitor; for this reasonthis variable was not
considered to obtain the proportion. The instrument
was applied to 385 tourists in the months of June and
July of 2018, by simple random sampling at different
touristpointsandentrancetothecity,tocheckthehy-
pothesis: the use of digital services on mobile devices
contributes to the positive experience of tourists. The
samplesize was obtainedusingthe statisticalformula
forfinitepopulation,basedon95confidenceand5
of admitted error (Fischer & Espejo, 2017; Malhotra,
2008).
Formula for finite population:
n=
Nz
2
pq
(N−1)e
2
+z
2
pq
=
217173×1.96
2
×0.5×0.5
(217173−1)×0.05
2
+1.96
2
×0.5×0.5
= 385. (1)
Basedontherevisedliterature,thesurveyis made
up of six dimensions (see Table 2). Information is ob-
tained on the sociodemographic profile, followed by
the sources of information consulted to research the
site; services used on mobile devices when visiting;
how often digital services are used on mobile devices
during the stay; how often the applications installed
on smartphones are used, and which are important
during the trip; and the level of satisfaction, based on
digitalservicesavailableonmobiledevicesduringthe
visit.
Reliabilityanalysisoftheinstrumentwasperfor-
med, using Cronbach’s alpha with the spss 20 pro-
gram. A reliability greater than 0.5 is considered ac-
ceptable (Oviedo & Campo-Arias, 2005; Hernández
Sampieri et al., 2014; Hinton et al., 2014). To validate
the instrument, three dimensions were considered,
which are made up of questions on a Likert scale (see
Table 3). The sample corresponds to 385 surveys ap-
pliedinthemonthsofgreatestinfluxoftouristsinthe
year, June and July 2018, aimed at tourists visiting the
city ofTijuana.
Tomanageandstudytheresultsdatabase,the ibm
spss Statistics 20 and ms Excel 2013 programs were
used.First,adescriptiveanalysiswascarriedout;sec-
ond, the verification of the relationship between the
frequency with which tourists have access to the ser-
vicesavailableandtheapplicationsinstalledonsmart-
phonesduringtheirstay,andthesatisfactionthatpeo-
plefindintheavailabilityofdigitalservicesatthedes-
tination and in the companies that provide the ser-
vices.Lastly,factoranalysiswascarriedout,obtaining
the technological factors based on the digital services
and tools used by travellerson their smartphones,re-
latedtotheexperienceofthetouristarrivinginthecity
of Tijuana.
Results
Descriptiveresultsarefirstdiscussedinordertoiden-
tify the digital services and applications thatthe trav-
eller uses before and during their stay in the destina-
tion, sampling the people who arrived in Tijuana be-
tween June and July 2018, of which 47.5 are female
and 52.5 male. Travellers were asked about the dig-
ital services they frequently access from their mobile
device during their stay: 95 search for information
on the servicesavailable,92 use digital maps,a sim-
ilar proportion mention inquiring about local restau-
rants,91checktheweather,90lookforrecommen-
dationsindigitalmedia,83liketomakerecommen-
dations on social networks, and 78 look for trans-
portationoptionsthroughthemobiledeviceandcom-
pareplacesofinterestinthedestination.
Regardingthe apps thattravellersuse on their mo-
bile device during their stay, based on the results,
97 use Google Maps; 96 use Facebook and its in-
stant messaging extension; 95 use WhatsApp; 89
use Uber transport services; 85 search videos on
YouTube; and 78 use Instagram, which allows users
touploadimagesandvideoswithvariousphotograph-
iceffects.Thereareotherprograms,suchasTripadvi-
sor (32) and Yelp (27), which are classified as tools
fortouristsbutareusedlessfrequently.
Regarding the source of consultation to find out
about tourist sites of interest, 81 of travellers prefer
social networks, 78 prefer recommendations from
friends or family, 59 examine the destination web-
site, and 41 make use of geolocation services. Tradi-
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Ana María Miranda Zavala etal. Mobile DevicesintheTourist Experience
Table2 Application InstrumentDimension
Dimension Type and number of questions Authors
1 Sociodemographic profile Multipleanddichot. choice 6
2 Information sources that you usually con-
sult, to find out about the tourist place
Multiplechoice 7 Santillán-Núñezetal.(2015); Saura etal.
(2017);Cervi (2019)
3 Services you use on your mobile device
whenvisitingatouristplace
Multiplechoice 10 Santillán-Núñezetal.(2015);Sauraetal.
(2017);RicaurteQuijanoetal.(2017)
4 Frequencyof useof digitalservices onthe
mobile device during your trip (compare
destinationsofinterest,publish experi-
encesonsocialnetworks, etc.)
Likertscale 11 Santillán-Núñezetal.(2015); Saura etal.
(2017);RicaurteQuijanoetal.(2017)
5 Thefrequencywith whichinstalledapps
are usedwhich are important during the
trip(Facebook,YouTube,etc.)
Likertscale 13 Santillán-Núñezetal.(2015);Sauraetal.
(2017);RicaurteQuijanoetal.(2017);Mu-
nar&Jacobsen(2014)
6 Levelofsatisfactionintheavailabilityof
mobile digitalservicesaccordingtoassess-
ment of the tourist during his visit at the
destination
Likertscale 8 Santillán-Núñezetal.(2015);Sauraetal.
(2017);RicaurteQuijanoetal.(2017);Yuet
al.(2016);Wangetal.(2012)
Table3 Resultsof ReliabilityStatistics
Item () ()
Frequency ofuse ofdigitalservicesonthemobile deviceduring yourvisit . 
Frequency of use of mobile applications during your visit . 
Satisfactionwiththeuseofdigitalservicesavailableatthedestination . 
Notes Column headingsare asfollows:(1)Cronbach’sAlpha,(2)number ofelements.
tional options – talking on the phone, travel agencies,
and tour guides – areused less often.
Theresultofthesimplecorrelationbetweenthein-
dependent variable, or the frequency of use of digital
services on the traveller’s mobile device during their
stay, and the dependent variable, which refers to the
levelofsatisfactionobtainedwiththesedigitalservices
inthedestination,wasR =0.507. Thisresultindicates
the total variance, which is explained in the depen-
dent variable, product of the independent (see Table
4).Basedonthevalueof$R$-squared,itisknownthat
this relationship can be up to 25.7, which allows as-
sessing the importance that digital services used on
mobile devices add to travellers’ experiences. These
are opportunities for organizations that have the ob-
jective of continuing to build channels and improve
the conditions of the technologies that must be avail-
Table4 Simple Correlation
R .
Rsquare .
Rsquaredcorrected .
Standard error of estimation .
Notes Predictorvariables:constant,usemobileserviceapp
trip.
able to individuals, through which a better-planned
stayresultsandimmediateaccesstoinformationisob-
tainedonpurchasesandsecurityoflocalservicesand
in businesses theywish to visit.
Figure 2 shows the trend of the positive mean cor-
relation between the variables used in the simple re-
gressionprocedurepresentedinTable4(independent
variable: frequency of use of the digital services on
234 | Academica Turistica, Year 14,No. 2,December 2021

Ana María MirandaZavala etal. Mobile DevicesintheTourist Experience
Figure2 Scatterplot
the mobile device of the tourist during their stay; de-
pendentvariable:satisfactionobtainedwiththeuseof
thesedigitalservicesduringtheirstay),whichdemon-
stratesthisassociation representedin the scatterplot.
To reinforce this data (see table 5), a bivariate cor-
relation was obtained through Pearson to determine
therelationshipbetweentheindependentvariabledig-
ital services on the mobile device and the dependent
variable tourist satisfaction, corresponding to the ex-
istence of a positive mean correlation of 0.507 with a
significancelevelof 0.01.
In addition, the results of the anova test are in-
cluded in Table 6, showing a significance level of 0.01
was obtained among the analysed elements, which is
related to the result shown in Table 4. The alternative
hypothesisisproventhattheuseofdigitalserviceson
mobiledevicescontributespositivelytotheexperience
oftouristsduringtheirstayat thedestination.
Theresultsfromfactoranalysisarediscussedinthe
nextsectiontoidentifythetechnologicalcomponents
whichcorrespondtothedigitalservicesandtoolsused
in mobile devices, which benefit the tourist’s experi-
ence.The kmo testsandBartlett’ssphericitywasper-
formedtovalidatethefactoranalysisprocedure(Pérez
López, 2004); a kmo value greaterthan 0.5 is consid-
ered acceptable in the factor analysis model, and the
closer it is to 1, the better the adequacy of the data.
Byobtaining0.884,thedatacanbeusedforfactorex-
posure (Table 7). The Bartlett coefficient of sphericity
Table5 Correlations
Item  
Usemobile
serviceapptrip
PearsonCorrelation  .**
Sig.(-tailed) .
N  
T ouristsatis-
factionwith
digitalservices
PearsonCorrelation .** 
Sig.(-tailed) .
N  
Table6 LevelofSignificancewith anova
Item Sum of
squares
df Square
root
F Sig.
Regression .  . . .
Residual .  .
Total . 
Notes Dependent variable: tourist satisfaction of digital
services. Predictor variables: constant, use mobile service
app trip.
Table7 kmo ValueandBartlettSphericityTest
Kaiser-Meyer-Olkinsampleadequacymeasure .
Bartlettsphericity test Approx.χ
2
.
df 
Sig. .
derived from the process indicates that there is a cor-
relation between the variables. This allows validating
thefactoranalysisproceduresincethederivedlevelof
significanceislessthan0.05.
Table 8 shows the percentage results of the total
variance explained, which is summarized by five fac-
tors thatexplain 63.23. De la Garza et al. (2013) state
that,usingthiscriterion,nfactorsshouldbemanaged
as an initial solution, as long as the percentage of ac-
cumulatedexplainedvariationrangesbetween60and
95.
Followingthefactoranalysisprocedure,therotated
components matrix is shown, for which the Varimax
methodwasused(seeTable9).DelaGarzaetal.(2013)
and Pérez López (2004) highlight that it is possible to
identify a group of variables with a single simplified
factor per component using this method. Therefore,
Academica Turistica, Year 14,No. 2,December 2021 |23 5

Ana María Miranda Zavala etal. Mobile DevicesintheTourist Experience
Table8 Total Explained Variance
Initialeigenvalues Sumsofthesaturationssquared
of the extraction
Sum of the saturations squared
of the rotation
() () () () () () () () ()
 . . . . . . . . .
 . . . . . . . . .
 . . . . . . . . .
 . . . . . . . . .
 . . . . . . . . .
...
 . . .
Notes Extractionmethod:principalcomponent analysis.
the technological factors based on the digital services
used on tourists’ mobile devices that favour the des-
tination experience during their stay are: (1) imme-
diate access to destination information and services;
(2)anticipatedexperience;(3)mobilityconditions;(4)
instantcommunication; (5) analysisof commentsand
opinionsofavailableservices.Thesefactorsorcompo-
nentsintegratethedigitalservicesthatcontributepos-
itivelytotheexperienceoftouristswhovisitthecityof
Tijuana. This hypothesis is verified in Table 6. In this
sense, there are areasof opportunity for companies in
thetourismsectortocreateand/orimprovemarketing
strategiesin thesedigital services thatbenefit the stay
ofthetouristatthedestination.
Discussion
Basedontheresultsobtained,thereisapositiveaver-
age relationship between the use of digital services in
the mobile devices of tourists during their stay and
the level of satisfaction obtained with these digital
services in the destination. In addition, tourists en-
sure that during their stay they use their mobile de-
vices very often to search for information on services
available at the destination, followed by use of digi-
tal maps, to search for restaurants that are of interest
to them, check the weather, and review recommen-
dations made by other users. This result coincides
with the results of Chang and Shen (2018), Santillán-
Núnezetal.(2015), andRicaurteQuijanoetal.(2017),
whoindicatethatpeoplemakeuseofthebenefitsof
immediacy provided by current Internet technology
throughsmartphones,forcomparingthedestinations
they want to visit, to organizethe trip, check reviews,
make meteorological consultations, and use geoloca-
tionservicestogetaroundfaster.
Experience is an economic factor that generates
memorable events in customers (Pine ii & Gilmore,
2011). The tourist experience can become morepleas-
ant with the support of mobile technology. It can be
integrated as a personal assistant that will guide visi-
torsineachstageoftheiritinerary(Santillán-Núñezet
al.,2015;Bonilla,2013).Mobiletechnologyhasbecome
a component that contributes and brings benefits to
theconsumerexperience(BallesterosDíazetal.,2014;
Chang&Shen,2018;Sauraetal.,2017).Inthissense,
thisresearchfoundthatdigitalservicesonmobile de-
vicescontributepositivelytotheexperienceoftourists
inthedestinationvisited.Inaddition,researchresults
identifyfivefactorsthatfavourthetourist’sexperience
through the use of smart mobile devices: immediate
accesstodestinationinformationandservices,antici-
patedtravelexperience,resolvingmobilityconditions,
permanentcommunicationwiththedigitalsocialen-
vironment,and analysisofcommentsand opinionsof
services available in apps for travellers.
Conclusions
Thehypothesisoftheresearchwasverified:theuseof
digital services on the mobile devices of tourists con-
tributespositivelytotheexperienceinthedestination.
236 | Academica Turistica, Year 14,No. 2,December 2021

Ana María MirandaZavala etal. Mobile DevicesintheTourist Experience
Table9 RotatedComponent Matrix
Item Component

Purchasing interest
destinations
.
Triporganization .
Information about
establishments
.
Searchingfor reviews .
Book accommodation .
Weather consultation .
Locationwithdigital
map
.
Restaurantsearch .
Purchasingproducts or
services
.
Publishingreviews on
online sites
.
Googlemaps .
FacebookApp .
YouTube .
Google .
WeChat .
Twitter .
Skype .
FacebookMessenger .
WhatsApp .
Instagram .
Foursquare .
Yelp .
Tripadvisor .
Notes Extraction method: principal component analysis.
Rotation method: Varimax normalization with Kaiser. The
rotationhasconvergedin7iterations.
The digital services that stand out with factor analy-
sisare:buyproductsand/orservicesonline,searchfor
destinationsofinterest,bookaccommodation,anduse
of apps such as YouTube, WeChat, Skype, Facebook,
WhatsApp, Instagram, and Google maps, as well as
tourist apps: Tripadvisor, Foursquare and Yelp. These
servicesareintegratedintofivecomponents:(1)imme-
diate access to destination information and services;
(2)advanceexperience;(3)mobilityconditions;(4)in-
stant communication; (5) comment analysis.
Basedontheresultsobtained,thereisasignificant
positivemeancorrelationatthe0.01levelbetweenthe
frequency with which travellers use digital services
through their mobile devices and the level of satis-
faction they obtain regarding digital services during
their stay at a destination. Likewise, based on coeffi-
cientofdetermination,thisassociationcanbeconsid-
ered 25.7. The digital services that tourists use the
most on their mobile devices before and during their
visit are to inquire about available service options at
thesite;tofindrestaurants;tousedigitalmaps,which
makes it possible to move more efficiently during the
visit; to check weather conditions during their stay;
and to consultrecommendationsof places of interest.
These digital services are essentials on a smartphone
since the sampled group consults transportation op-
tions, compares places of interest, and makes recom-
mendationsonsocialnetworksandonwebsitesofthe
establishmentstheyhavebeenvisiting.
Based on the findings of the study, mobile phones
are important technological devices for tourists visit-
ing to city of Tijuana: these benefit the traveller’s ex-
perience. Therefore, it is essential for service compa-
nies in a developing country like Mexico to invest in
technologytoattractmoretouristswhodemanddigi-
talservices.Therefore,technologyhasachievedanim-
portantroleforpeoplewhomovetovariousplacesfor
vacation,restorbusiness.Forthisreason,itisrecom-
mended to intensify campaign strategies for tourism
attention and content aimed at this market. Thus, it
isessentialtomakeavailableapplicationsthatcontain
specialinformationfortourists,whichtheycanuseto
makebetterdecisions.
Thecurrentenvironmentoftourismindeveloping
countries, where mobile phones function as a means
ofconsultation,verificationandidentificationinsome
services, displacing physical contact for some activi-
ties, has caused many of the tourist services to com-
pletetheirtechnologicaltransitiontosmartphones,in
order to avoid losing connection between company
and user. Therefore, in the context of tourism organi-
zations in the city of Tijuana, it becomes a necessity
Academica Turistica, Year 14,No. 2,December 2021 |237

Ana María Miranda Zavala etal. Mobile DevicesintheTourist Experience
to highlight their products in a smartphone format.
Research limitations highlight the need to use a
larger sample to distribute it by means of a stratified
selectionwithproportionalallocationinothermunic-
ipalities in Baja California that also have a consider-
able influx of visitors, for comparing the use of digital
services and apps in smart mobile devices, and to in-
cludetouristswhodonotusethesetechnologicaltools
in sampling.
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