Factors That Trigger The Use Of Social Media Tools, Applications And Networks Of Tourist

Abstract

The aim of this research was to examine the factors affect the use of social media tools, applications and networks by tourists. In the tourism market, tourism products and service have found fertile ground in the internet due to their specific characteristics. Social media and networks as facebook, instagram, travel networks like trip advisor, agoda, air bnb are playing an increasingly important role as information sources for travelers. Though travel planning is a complex processwhich requires a considerable investment of time and money the social media contribute to reduce time and effort that tourist spend on searching for information and to plan their trip. Mean time there are some factors that hindering the use of social media by tourist and forced to choose traditional way to plan their trips. PEOU, PU and PT were some of those key factors that mostly influence the use of social media. 430 tourists responded to this survey in Sri Lanka. The questionnaire was used in collecting data and data were analyzed using SPSS. PT had most significant impact on tourist intention to use social media following the PEOU and PU. The websites, networks and tools, applications must be developed according to the ease of use of tourists. Ease of navigation, ease access to information, ease of sharing, and enquiring information help to develop effective social media and tools and that ultimately lead to improve the effective use. Tourism suppliers have to make use of this opportunity to promote the use of social media and networks that contribute them to promote their businesses and play a vital role in gaining customers with low cost, and less effort.