Mobile social computing has become an important platform for daily experiences and has caused a tremendous impact on people’s interaction with and interpretation of objects, materials, and images of tourist places. This study explores how locative media shapes tourist behavior and how destination marketers should respond to this behavior with appropriate marketing strategies. This study identifies that locative media provide tourists with the playfulness of pursuing rewards and competing (as well as staying connected) with their social network while traveling. Locative media function as a platform of influence enablers that leads to social contagion and stimulate territorial behavior that drives and changes people’s mobility within tourism destinations. It was identified in this study that locative media encourage the expansion of experience territory by presenting new approaches to territorial production. As an implication, destination marketing using locative media should build upon the three distinct components characterizing mobile social computing: mobility, social contagion, and social gaming. Mobile social computing enables tourism and hospitality businesses to capitalize on the coupling of travelers’ motivation and enjoyment in playing social games to suggest and encourage consumption behavior. The use of such marketing approach potentially allows tourism and hospitality businesses to continuously monitor and dynamically respond to visitors’ behavior with customized services and offerings.
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Biannual Forum Advances in Destination Management, 2012