Determinant Factors Influencing Thai Tourists’ Intentions to Use Social Media for Travel Planning
| Autor: | Ekkapong Cheunkamon, Vatanavongs Ratanavaraha, Sajjakaj Jomnonkwao |
|---|---|
| Jazyk: | angličtina |
| Rok vydání: | 2020 |
| Předmět: |
media_common.quotation_subject
Geography Planning and Development Control (management) TJ807-830 mediating effect Management Monitoring Policy and Law Affect (psychology) TD194-195 Renewable energy sources 0502 economics and business Social media Quality (business) GE1-350 Marketing media_common Environmental effects of industries and plants Renewable Energy Sustainability and the Environment business.industry 05 social sciences Theory of planned behavior Information technology Environmental sciences TAM SEM 050211 marketing Technology acceptance model TPB business Psychology 050212 sport leisure & tourism Tourism |
| Zdroj: | Sustainability, Vol 12, Iss 7252, p 7252 (2020) Sustainability Volume 12 Issue 18 |
| ISSN: | 2071-1050 |
| Popis: | Currently, information technology plays an important role in the tourism industry. Tourists like to use social media more widely for their travel planning, which affects the high competition between entrepreneurs while facing the challenge of improving the quality of data services provided through social media. This study developed a model of the relationships between structure factors that affect intentions to use social media for travel planning. The said model integrates the technology acceptance model (TAM) theory, the theory of planned behavior (TPB), and trust and satisfaction factors. In reference to a survey of 1333 samples from domestic tourists who used social media through their smartphone, it was found that satisfaction, attitudes, subjective norms, and perception can be used to control behavior, with a positively direct effect on intentions of use. In addition, we examined the indirect effect on intentions of use. Perceived ease of use, perceived usefulness, and subjective norms had a positively significant indirect effect on intentions of use. These research results allow tourism entrepreneurs to precisely understand the stimulating factors of tourists&rsquo intentions to use social media for travel-planning decisions, which will help lead to the development of tourism-marketing strategies and the support of sustainable competition. |
| Databáze: | OpenAIRE |
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