Relación Beneficio / Costo

Many applications are available for mobile devices and can be categorized by its purpose as entertainment, social web access, wealth and matches information, education and communications. Some of them are developed to provide information about a city or region, like business centers, parks, restaurants and historic places. These applications are starting a new use of mobile devices, we call m-Traveling. m-Traveling can be define as the use of applications developed to mobile devices to aim a person or a group of person during a tour in some place.

Besides the participation of beneficiaries experts we can cite several attractive features of m-travelling in tourism:

 Direct and immediate communication anytime and anywhere,  Focus on target groups ,

 Inexpensive marketing channel ,  Measurable effects for ROI ,

 Huge potential for viral marketing as they are prone to relay messages groups ,

 Easily integrates into the media mix with other media such as television, print, radio and the like.

Consumers and mobile marketing tools in tourism are available anytime and anywhere, transactions can be done 24 hours a day, 7 days a week. This offers huge opportunities to businesses access to consumers at critical moments, and users are,

on the other hand, waiting to perform the desired activity or to obtain the necessary information during the working week. Mobile devices in tourism enable the user logs easier segmentation, which in combination with the permission of users to participate in mobile marketing campaigns resulting in greater personalization of services and greater acceptance of and intention to use mobile marketing tools.

As follows, it is possible to propose some mobile and LBS apps which can be very useful in m-travelling.

Kayak provides a fast comparison of hundreds of travel sites on your tablet or smartphone. Some of the features include comparing flight, hotel and car rental deals; booking your accommodation; tracking flight status; managing itineraries and accessing airline numbers and airport info. Taking Google Maps with you is one of the best options to explore new places. Traffic updates, public transit, city tours with 360-degree street views, plus a voice-guided, turn-by-turn GPS navigation are merely some of the features this mobile app offers so you can navigate like a professional tourist. CityMaps2Go is app where tourist can pin your key locations as you pre-plan your route with CityMaps2Go. The app includes city guides for top cities (e.g. New York, Paris, London, Rome, Berlin etc.), offline maps, local tips from experts, millions of points of interest, and includes subway map (Lifehack, 2015).

GateGuru is another app designed to redefine the in-airport experience. Even for those of us who travel frequently, airline travel can make the most calm among us want to pull their hair out. You enter your itinerary and GateGuru connects the dots for you. Some of the relevant info a traveler can get are: airport food and amenity information customized to your arrival and departure terminal; airport weather; and airport maps and tips, which are useful in travel organization. GateGuru's iPhone app serves as a mobile directory for 100 different airports in the U.S. and Canada, and can help you avoid travel headaches, at least for the airport portion of your trip.

CONCLUSION

The rapid development of modern telecommunication and digital technology, and the resulting Internet technology, provides a number of new possibilities in e- marketing in hospitality environment. Mobile marketing is the process of marketing to the people via their mobile devices in tourism environment. This is really just an extension of internet marketing, as more and more, tourists are starting to spend more time on their mobile devices and less time on their computers it was inevitable that the internet marketers would move into this form of tourism marketing. It is possible to conclude that e-marketing, location based services and Web 2.0 usage will grow at a dramatic pace in tourism sector, especially mobile apps, and significantly impact on communication between hotels, tourism agencies and tourists in consumer decision process.

LITERATURE

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