Wuxiang Chen, Yahui Zhu, Jiajia Wang, Shanshan Liu, Xiubai Li
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引用次数: 0
Abstract
This study explores the influence of the technology acceptance model (TAM) to identify the impact of social media use on the behavior of potential travelers. Data derived from 586 respondents to a recent survey carried out in Southern China suggest that: (a) tourists' perceptions of ease of use and their perceived interest in social media have a significant positive effect on attitudes toward using it; (b) the perceived usefulness of social media has a significant positive effect on attitudes toward using it; and (c) the positive effects of external factors such as subjective norms and interactivity on tourists' perceptions of its usefulness, ease of use and interest in social media have been verified. This study puts forward suggestions on the use of social media promotion and marketing in tourism destinations resulting from the survey.
期刊介绍：
International Journal of Tourism Research promotes and enhances research developments in the field of tourism. The journal provides an international platform for debate and dissemination of research findings whilst also facilitating the discussion of new research areas and techniques. IJTR continues to add a vibrant and exciting channel for those interested in tourism and hospitality research developments. The scope of the journal is international and welcomes research that makes original contributions to theories and methodologies. It continues to publish high quality research papers in any area of tourism, including empirical papers on tourism issues. The journal welcomes submissions based upon both primary research and reviews including papers in areas that may not directly be tourism based but concern a topic that is of interest to researchers in the field of tourism, such as economics, marketing, sociology and statistics. All papers are subject to strict double-blind (or triple-blind) peer review by the international research community.
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