Lift-share using mobile apps in tourism : the role of trust, sense of community and lift-share practices

This paper explores the use of mobile technology to enable lift-share in the leisure travel domain of camping tourism. Here mobile devices can connect a user community on the move undertaking non-routine trips and reveal temporal and spatial connections suggesting lift-share opportunities. Data were derived from a questionnaire survey (n=339) administered at campsites in a rural tourism destination in Dorset, UK. Analysis focuses on the role of trust, sense of community and existing lift-share practices in willingness to engage in lift-share and other forms of share use of private vehicles using a mobile app. The findings indicate that previous experience of lift-share and sense of community both have a small effect, however, trust had no effect on the desire to lift-share. Analysis indicates trust is generated through community participation rather than being a precursor to taking part. Lift-share app developers and providers need to design strategies which build trust in the system using peer-to-peer ratings, where appropriate, and establishing user etiquette through user champions and visualising successful exchanges