The role of Wi-Fi networks to understand tourist´s behaviour

Objectives |

 In recent years we have seen an increasing use of mobile devices as a means of accessing the Internet, allowing individuals access to tourist platforms. Currently, wireless connectivity is increasingly appreciated by tourists, being, according to Anuar & Yulia (2017) service quality of the Wi-Fi the strongest factor influencing tourist experience and satisfaction, and according to Reyes-Menendez et al. (2018) a mean to promote customer loyalty in the restaurant sector. Wi-Fi networks can be a differentiating element in the strategy of tourism organizations and destinations, and should therefore be considered a priority in the strategies and policies defined for the sector. The involvement of European and national organizations has been quite significant in recent years. The European Commission created the WiFi4EU initiative with the aim of providing access to free, high-quality Wi-Fi in public spaces for residents of the European Union and local visitors to a municipality (European Commission, 2020), and, in Portugal, Tourism of Portugal approved, in 2016, the support line for investment in projects to provide high-quality Wi-Fi access in historic centers and public spaces with the highest influx of tourists.

 

In accordance with Normative Order No. 10/2016, the provision of Wi-Fi networks in the suggested locations will ensure that tourists, and also populations, have access to informative content in a faster and simpler way, and that they will be created the conditions for the emergence of new businesses based on digital and for the intelligent management of tourist destinations. About 90% of Portuguese municipalities, taking advantage of the community funds made available for this purpose, however, only 12 municipalities offer WiFi4EU access (Parreira, 2020). Although the importance and advantages of the Wi-Fi network for both tourists and stakeholders are recognized, very little attention has been paid by researchers and public organizations themselves, in order to understand the use of Wi-Fi networks by the Portuguese, especially in scope of tourism travel. As Rafailova & Hadzhikolev (2020) refer, one of the main conclusions of their study is that there is a need to find if tourists get information in advance or upon arrival for available places with free Wi-Fi.

 

Methodology | In this study we apply a quantitative methodology, three questionnaires were developed, with the aim of analyzing the use of free municipal WI-FI when carrying out tourist trips, and applied to the Portuguese in recent years (since 2020/2021). The questionnaires do not consist of the same number of questions; however, the main and specific objectives are similar. The sampling technique used was snowballing, which means that it increases with the existing connections between the respondents (Neuman, 2011). In total, 640 questionnaires were collected. This survey was developed through the Google Forms platform and distributed through social networks, namely Facebook and Instagram, annually, between December and January. The data is analyzed using SPSS 27.0 software. As the randomness of the sample was not guaranteed, the survey results were subject to a statistical treatment centered on univariate and bivariate analyzes (contingency tables) with a descriptive scope. A comparative analysis between the data was performed. In addition, we will conduct three semi-structured interviews to municipalities that have implemented wi-fi infrastructures in Portugal to understand there opinion and experience about the use and usefulness of free wi-fi to understand tourist consumer behavior.

 

 

Main Results and Contributions |

With this study it is concluded that the Portuguese knows and considers the existence of Wi-Fi networks in municipalities to be important, even indicating that this should cover other less touristy areas. On tourist trips, respondents tend to use free Wi-Fi networks in their visits. To access the wi-fi system, most respondents use a Smartphone, just by the fact that it's more practical and most of the people have access to on. When asked about the place of access, most responded that they access in historic city centers. The use of these networks has increased in recent years, with unusual behavior in 2020, due to the effects of the COVID-19 pandemic. Most respondents use free Wi-Fi networks to browse social networks and consult tourist information. The realization of this study has practical implications for tourism organizations, allowing them to understand the user profile of the Wi-Fi network and its usefulness for the visitor in enjoying tourism at a given destination.

 

Limitations | This study has some limitations related to the fact that the sample is not representative and that the interviews were carried out only in some municipalities, in an exploratory manner. In future investigations, it is suggested to apply the questionnaire and conduct interviews with tourists and local organizations, respectively, that have implemented Wi-Fi infrastructure in the main tourist attractions.

 

Conclusions |

Wi-Fi networks are very important and necessary infrastructure for destinations to become smart destinations and to improve the tourist experience; as connectivity, speed and free internet access are increasingly valued aspects of tourism trips. In Portugal, municipal organizations are taking significant advantage of financial support and existing European and national initiatives for this purpose, which means that almost all municipalities will be covered with this infrastructure. With access points located in areas with the highest tourism affluence, tracking user data as well as their perception and use of the service, helped organizations to obtain insights into consumer behavior in tourism and become more competitive tourist destinations.

 

References

Anuar, N. & Yulia, A. (2017) Influence of Wi-Fi service quality towards tourists’ satisfaction

and dissemination of tourism experience. Journal of Tourism, Hospitality & Culinary Arts, 9(2), 383-398.

Despacho normativo n.º 10/2016 de 28 de outubro, Diário da República, 2.ª série — N.º 208 . https://files.diariodarepublica.pt/2s/2016/10/208000000/3231632317.pdf

 

European Commission (2021). Shaping Europe’s digital future: WiFi4EU | Wi-fi gratuito para todos na Europa. https://bit.ly/3hZgg20 [Accessed the 15 th of December 2020, 11:30]

 

Neuman, W. L. (2011). Social Research Methods Qualitative and Quantitative Approaches. Pearson Education, Inc.

Parreira, R.  (2020). WiFi4EU: 90% dos municípios portugueses já receberam vales para instalação de Wi-Fi gratuito. SapoTek. https://tek.sapo.pt/noticias/internet/artigos/wifi4eu-90-dos-municipios-portugueses-ja-receberam-vales-para-instalacao-de-wi-fi-gratuito.

Rafailova, Genka and Hadzhikolev, Antonio, (2020), Assessment of Smart Experience of Tourists and Local Citizens in Tourist Destination, Anniversary Scientific Conference with International Participation Tourism and Connectivity, 1, 563-569, https://EconPapers.repec.org/RePEc:vra:pr2010:y:2020:i:1:p:563-569.

 

 

Reyes-Menendez, A., Palos-Sanchez, P., Saura, J. & Martin-Velicia, F.  (2018). Wireless Communications and Mobile Computing. https://doi.org/10.1155/2018/3487398.