千禧一代与邮轮旅游社交媒体内容的互动

IF 7.3 2区管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM

Tourism Review Pub Date : 2024-01-30 DOI:10.1108/tr-08-2023-0582

Bona KIM, Sut Ieng Lei

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引用次数: 0

摘要

目的邮轮业利用技术吸引了比以往更多的千禧一代。社交媒体的发展改变了年轻人收集旅游决策信息的方式。因此，本研究旨在调查社交媒体--Instagram--的特征对千禧一代对社交媒体内容的信任、态度及其行为意向的影响。研究结果结果显示，内容的感知享受是信任、态度和行为意向的有力前因。原创性/价值从理论上讲，本研究将社交媒体内容的特征和基于承诺-信任理论的信任纳入技术接受模型，从而为旅游文献中关于社交媒体和邮轮营销的研究做出了贡献。本研究有助于邮轮运营商利用 Instagram 影响千禧一代，并基于社交媒体与千禧一代的互动提出了重要启示。

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Millennials’ interactions with social media content on cruise tourism

Purpose

The cruise industry has used technology to attract more millennials than ever before. The progression of social media has transformed the way young individuals gather information for their travel decision-making. Hence, this study aims to investigate the effects of the characteristics of social media – Instagram – on millennials’ trust in and attitudes toward social media content and their behavioral intentions.

Design/methodology/approach

A self-administered survey was designed to test the study model, and 323 responses collected were deemed valid for main data analysis.

Findings

The results revealed that perceived enjoyment of content is a powerful antecedent of trust, attitudes and behavioral intentions. Content quality is a strong predictor of trust but has no meaningful effect on attitudes and behavioral intentions.

Originality/value

Theoretically, this study contributes to the research in the tourism literature on social media and cruise marketing based on integrating into the technology acceptance model, the characteristics of social media content and trust based on commitment-trust theory. This study can help cruise operators use Instagram to influence millennials and suggests significant implications based on social media interactions with millennials.

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来源期刊

Tourism Review HOSPITALITY, LEISURE, SPORT & TOURISM-

CiteScore

15.10

自引率

10.30%

发文量

期刊介绍： Tourism Review (TR) holds the distinction of being the longest-established journal focused on tourism issues, pioneering cutting-edge research since 1947. Our mission is to deepen the comprehension of tourism and elevate the impact and significance of tourism research on global society. TR publishes a wide spectrum of contributions including research papers, systematic literature reviews (state of the art), short interventions (perspective papers), and research innovations (cutting edge), fostering continuous advancement in the field.