Social Network for the Choice of Tourist Destination: Attitude and Behavioral Intention
Posted: 2 Jan 2012 Last revised: 4 Jan 2012
Date Written: January 2, 2012
The aim of this paper is to investigate how social network can become the main tool for achieving fast and detailed information for the choice of tourism destination, in order to deeply understand the benefits of these media for promoting tourism destinations in a global perspective, reaching a wider range of potential visitors, and developing ad hoc and marketing strategies with benefits for competitive advantage on the market.
The research focuses on an extended Technology Acceptance Model (TAM) which integrates also the constructs e-word-of-mouth communication and enjoyment. In particular, 1397 experience users have been involved.
The main findings are related to the key role of e-word of mouth communication on both the perception of usefulness and the attitude towards the use of social network as powerful tool for the choice of tourism destinations; as well as to enjoyment which underlines the role of the fun provided by the social network and represents a stronger predictor for consumer attitude and tourism behavior intention.
This research does not focus on a specific tourist’s destinations, thus the presence of different destinations may affect consumers in different ways, according to their involvement towards to a particular destination. This study contributes to deepening the scientific debate on the tourist’s destinations.
The findings of this research support the development of tourism marketing and communication strategies focused on the online contexts as factors capable of influencing tourists behaviour in a more efficient way.
This paper focuses on the web-based technologies, like social media, in order to deeply understand to what extend tourists accept the usage of these technologies for the choice of destination, by providing issues for researchers and practitioners. The present research a multidisciplinary value, by linking Business Science, Psychology and Social Science.
Keywords: tourist behaviour, e-word-of-mouth communication, social network, technology acceptance model (TAM)
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