Introducing mobile learning for promoting World Heritage Site preservation awareness: Assessment of mobile usage behavior of undergraduate students in Luang Prabang Tokyo Institute of Technology (Tokyo Tech) Yew Siang Poong 1 Shinobu Yamaguchi Jun-Ichi Takada Keywords: mobile learning, preservation, sustainable technology, applicability, effectiveness 1. Introduction and Objective An urgent call for preservation of Luang Prabang town as a World Heritage Site was issued by UNESCO due to rapid development after Luang Prabang has become a popular tourists spot. Being a developing country, Laos has already achieved 80% mobile penetration rate in the year 2011, and is forecasted to grow continuously in the coming years. Since education is recognized to play an important role in promoting awareness in many areas requiring preservation and protection, this research aims to introduce mobile learning to promote World Heritage Site preservation awareness, following initiatives in developing countries like Pakistan, Bangladesh and India. However, in order to ensure sustainable use of ICT implementation, needs assessment has to be conducted prior to the implementation and such assessment is essential especially in developing countries [1]. Consistent with this view, this paper examines mobile device usage behavior among undergraduate student sample to shed light on the actual status of mobile learning readiness among the young generation in Luang Prabang. 2. Methodology This study adopts questionnaire survey to acquire student perceptions on mobile learning. The questionnaire consists of three sections: 1) investigating mobile device features and usage by students; 2) inquiring students’ perceptions towards technology acceptance variables, including personal innovativeness, ease of use, usefulness, self-efficacy, cost, facility, and intention to use mobile learning; and 3) students’ demographic questions. A total of 484 questionnaires were distributed to the Faculty of Economic and Tourism in Souphanouvong University and to Northern Law College of Luang Prabang in March 2012. Guide to answer questionnaire was explained to the students in Lao language with the assistance of local ICT team members of the Department of World Heritage. Further, interview sessions were organized with faculty staff members to seek their opinion on students’ use of mobile device as well as their perception towards mobile learning. A total of 443 questionnaires were returned, yielding 91.53% response rate. Finally, 365 questionnaires were considered valid for data analysis. 3. Findings The survey found the following three major characteristics among university students in Luang Prabang: 3.1 Most common device owned by student is mobile phone, followed by laptop The number of devices owned by respondents reveal interesting trend. Given the multiple response options of mobile phone, tablet, laptop and personal computer (PC), a total of 587 (161.7%) cases were reported. This means respondents in this study own between 1 to 2 devices at the same time. The device that 1 Yamaguchi-Takada Laboratory, Tokyo Institute of Technology, I7-4, 2-12-1 Ichikawadai, Meguro-ku, Tokyo, 152-8552. Tel: 03-5734-3420 Fax: 03-5734-3686, E-mail:poong.y.aa@m.titech.ac.jp