Applications that deal with all services connected to location-based information are known as location-based services (LBSs). This idea is focused on the localization of all elements related to a tourist location, including people, services, amenities, and attractions. LBSs have emerged as a new mode of promotion with the growth of mobile communication. One of the key and quickly evolving trends in mobile marketing is location-based marketing. Technology for location-based marketing is evolving quickly, creating amazing new options. LBSs have many advantages but also some challenges. This chapter investigates the challenges like security and safety, privacy, unusual access to the location, competing for attention, and advantages like enhancing the experience for customers, obtaining thorough information about consumer behaviour, and boosting your marketing initiatives of location-based services in tourism industries.
Top1. Location-Based Services
Real-time location data has become more prevalent in Indian life as a result of the proliferation of cell phones (Stauffer & Grimson, 2016). Some mobile applications use the user's smartphone's location to provide them with directions, specific recommendations, or other location-based data. While some services exist explicitly to share the user's location with friends or the public, others integrate a location “layer” into other types of functionality. There are various definitions of the LBS. Location-based services (LBS) are services that are based on the location of a mobile user (Rao & Minakakis, 2003) as determined by the geographic location of the device. Applications using location-based services (LBS) offer the information and services that are most pertinent to the user there(Jiang, 2006).
Services that rely on a network's and/or a mobile device's determination of a mobile user's location. A cell of origin (also called cell ID), time of arrival (TOA), AOA, GPS and EOTD or aided GPS are technologies that facilitate this. It is possible to utilise GPS without changing the network (Hubaux, 2002), but mobile devices must be GPS-capable (Hubaux, 2002). Triangulation between multiple access points in WLAN systems can be used to pinpoint a user's position. Location information can be used to provide users of mobile devices with a wide range of services, such as advertising, billing, information, tracking, and safety (Antikainen et al., 2003). A type of mobile service is a location-based service, These are services offered via a wireless internet-capable device (Wijesinghe & Zhang, 2015). Traffic signs and posters were the only available options for local service information before the development of LBS (Pedrana, 2014). LBS have become increasingly important and diverse as mobile technologies have proliferated. The use of the Internet is expanding, as is the use of mobile phones generally and LBS as a result. Android's location-based services are those that relate to the physical location of the device (Pedrana, 2014).
We also define Location Services to comprehend what LBS are. These only deal with localising the target individuals and things while making location information available to outside actors. Location-based information or locally-based enhanced services are added to location services by LBS. LBS are regarded as a component of context-aware services (Feng & Liu, 2015). In other words, they adjust to the target's context, which they define as the target's behaviour or features, or “context information.” Additionally, whereas LBS offers the potential for a two-way connection, location services only allow for one-way communication (Steiniger et al., 2006). Real-time location data is now prevalent in many facets of Indian life thanks to the proliferation of cell phones. Some mobile services use the location of the Smartphone to give users directions, tailored recommendations, or other location-specific information. While some integrate a location “layer” into other types of operations, others exist exclusively to communicate the user's whereabouts with friends or the wider public. In the meanwhile, social media platforms like Facebook, Instagram, and Twitter have incorporated an optional location layer so that users can indicate their location when they upload content to the websites (Zickuhr, 2013). Additionally, a lot of information-focused businesses, including rating websites like Yelp and activity-tracking applications, include location-sharing and other social features.