THE INFLUENCE OF SOCIAL MEDIA ON USERS’ TRAVEL DECISION USING INFORMATION ADOPTION MODEL

Q2 Social Sciences

Journal of Content, Community and Communication Pub Date : 2022-06-30 DOI:10.31620/jccc.06.22/09

Piali Haldar

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引用次数: 0

Abstract

This study aims to examine how user-generated content (UGC) in social media influences the travel decision of the travellers‟ using social media for choosing tourism destination and services. UGC is used by travellers before travelling while travelling and after travelling, which has primarily transformed the tourism and hospitality industry. The social media users‟ normally share their positive or negative reviews about their experience on destinations and services which influence the travellers in choosing tourism destination and services. So, the current study proposed to examine the information adoption behaviour of the travellers‟ using a conceptual model developed on the basis of the Information Adoption Model (IAM). This study has examined the influence of information quality, information credibility, and information usefulness on information adoption behaviour of the travellers‟ using structural equation modelling (SEM) based on surveys of 384 respondents from the National Capital Region, India. The finding of the study has established a positive relationship between the variables. Further, this study has presented theoretical and practical implications as well as recommendations for further research.

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利用信息采纳模型研究社交媒体对用户旅游决策的影响

本研究旨在研究社交媒体中的用户生成内容(UGC)如何影响旅行者使用社交媒体选择旅游目的地和服务的旅游决策。游客在旅行前、旅行中和旅行后使用教资会，这主要改变了旅游业和酒店业。社交媒体用户“通常会分享他们对目的地和服务的正面或负面评论，这些评论会影响旅行者选择旅游目的地和服务。因此，本研究在信息采纳模型(information adoption model, IAM)的基础上建立了一个概念模型，以考察旅行者的信息采纳行为。本研究基于对印度国家首都地区384名受访者的调查，利用结构方程模型(SEM)检验了信息质量、信息可信度和信息有用性对旅行者信息采纳行为的影响。该研究的发现建立了变量之间的正相关关系。此外，本研究还提出了理论和实践意义，并提出了进一步研究的建议。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Content, Community and Communication Social Sciences-Communication

CiteScore

2.90

自引率

0.00%

发文量

期刊介绍： Amity School of Communication, AUMP, Gwalior is publishing a bi-annual referred and peer-reviewed journal named “Journal of Content, Community & Communication”. The Journal of Content, Community & Communication aims at delving into inquiry into and providing a forum for discussion pertaining to contemporary communication issues within wider social, economic, cultural and technological contexts. The journal promotes analyzing contemporary communication issues in new light and research. It will aim at bringing to the surface, innovative ways of research to initiate a dialogue on an array of subject matters in the field of communication theory and practice. The journal will engage in a wide range of themes in the media studies, digital media, and communication management among others.