Abstract
The purpose of this research is not only to develop and test a research model to investigate the moderating role of the ubiquity attribute of the smartphone between influencing variables (that is, situational and individual factors) and behavioural changes of wellness tourists, but also to provide the related implications. So far, empirical research has not considered wellness tourists’ behaviour at their destination in particular, when using ICT (particularly, smartphone). This study conducted an analysis using the survey questionnaire method at the quantitative stage. Before conducting the main study, two preliminary studies were undertaken to: 1) select wellness activities to include in the current study, and 2) determine a ubiquity measurement in the context of travel. The findings from these preliminary studies enabled the questionnaire used for the main study to be more specific and detailed. With regard to the main study, the survey was conducted focusing on wellness tourists who had experienced a wellness trip in Jeju Island with a total of 730 questionnaire. To test the hypotheses in the research model, this study utilised Smartpls software version 3.0 to apply the partial least squares-structural equation modelling (PLS-SEM) analysis. As a consequence, in terms of the ubiquity related constructs, ‘instant connectivity’ attribute emphasises the interaction with others over the network and the importance of Internet speed with regard to the behaviour change of tourists. Regarding the moderating effect, this study supports that the hypothesis (The ubiquity of the smartphone moderates the relationships between influencing factors and behavioural change of wellness tourists.) could be accepted. Consequently, this study basically adopted the measurement of actual behavioural changes rather than the behavioural intention. Hence, this study makes a meaningful contribution to the literature by demonstrating empirically the significant relationship between the role of smartphone and actual behavioural changes in wellness tourism.