Abstract
The development in location-based mobile media has led to the popularity of its use for place experiences. This study explored the concept of territoriality, which is suggested as the underlying human behaviour that influences consumers’ mobility and experience stimulated by the social gaming feature of location-based media. From an exploratory investigation with a series of focus group discussions with users of location-based media, this study observed the activities of territorial tagging for the purposes of territorial claim and defence to gain and maintain the perceived territorial control over resources and rewards attached to certain places. The ability of location-based media to make the physical territory to interact with informational devices enables territorial behaviour to manifest in the consumption of local establishments, making location-based media a powerful tool for marketers and managers to transform people- place experiences. Managerial implications are provided.