Tourism is an information-based industry and innovative mobile service is believed to be providing more business opportunities for the industry. However, the adoption of mobile tourism service is still in its formative stage. Lack of trust has been recognized as one of the most frequently cited reasons for consumers not adopting m-commerce in academic as well as in practitioner communities, hence knowing the nature of consumer trust and its determinants in m-commerce has become an important goal. The current research intends to explore the conceptual model of trust in tourism mobile service. The key issues to be addressed in the present study concern with discussing the importance of consumer trust and identifying the determinants and dimensions of trust in mobile tourism service. The study advances the knowledge of consumer trust of tourism m-commerce which will help the tourism mobile service providers, including hotels, restaurants and travel agencies to understand how to build and improve consumer trust in m-commerce.
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