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This paper aims to examine factors affecting users’ intention to continue using mobile event applications (MEA). The impacts of perceived usefulness, social exchange and perceived enjoyableness on users’ intention to continue using MEA were tested. Further, the moderating role of social image in the proposed relationships was analyzed.

Data were collected from 407 users of MEA. Structural equation modeling was used for hypotheses testing.

The results indicated that perceived usefulness and social exchange positively influenced perceived enjoyableness and further users’ intention to continue using MEA. Self-image had a moderating impact on the relationship between perceived enjoyableness and intention to continue using MEA.

To the best of the authors’ knowledge, this study is one of the first to systematically study mobile event apps and offers valuable implications for academicians, technology vendors and event planners.

本研究旨在探讨影响用户持续使用移动活动应用程序（MEA）意愿的因素。为此, 本研究探索了了MEA感知的实用性、社会交换和享受度对用户继续使用MEA意愿的影响, 并进一步分析了社会形象在此关系中的调节作用。

本研究收集了407名移动活动应用程序（MEA）用户的数据, 并利用结构方程模型测试假设。

结果表明, 用户MEA感知实用性和社会交换对MEA感知享受度起到正面作用, 并进一步影响其继续使用MEA的意愿。自我形象在用户对MEA感知的享受度和继续使用MEA的意愿之间的关系中具有调节作用。

本研究首次系统地研究了移动活动应用程序, 并为学者、技术供应商和活动策划者提供了重要启示。

The marketing environment is constantly changing due to political, economic, social and technological issues. Therefore, this chapter explains how practitioners in destination marketing can improve their internal capabilities, competences and resources whilst responding to the ongoing changes in the external environment. The strategic management of destination marketing organisations involves continuous decision-making processes due to the nature of the tourism product. Hence, the author underlines the importance of stakeholder management, organisational culture, employee satisfaction, leadership and corporate governance/political environment, as these variables may contribute to the effective strategic management of these organisations.