The Influencing Factors in Cambodian Facebook Users toward Intention to Use Social Media (Facebook) for Travel Decision Making

Abstract

This study proposed to determine factors influencing intention to use social media (Facebook) for travel decisions. The objectives of this study were: 1). to recognize the elements that were influencing the Facebook users’ intention to use Facebook for deciding on traveling and 2). To study the effectiveness of social media (Facebook) as a promoting tool on travel intention. The questionnaire was distributed to 400 samples of those who used Facebook for travel decision-making. The study used quantitative research to applied Cronbach’s Alpha, Descriptive and Inferential Statistics to evaluate the reliability of the questionnaire, analyze demographic information, and testing the hypotheses. The study results were 1). Four main factors influencing intention to use social media (Facebook) for travel decisions, such as perceived trust, perceived enjoyment, perceived usefulness, and social capital. 2). some of the travel agencies advertise their products or services through the Facebook platform. Customers feel comfortable while they’re using Facebook to contact, also help to find the information.

Keywords: Perceived Trust, Perceived Enjoyment, Perceived Usefulness, Social Capital, Intention to use, Facebook, Travel, Decision-making

JEL Classification: M00, M30, M31