Nguyen Thanh TUNG, Nguyen Quoc BAO, Nguyen Thi Phuong THAO, Nguyen Van ANH
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THE IMPACT OF GROUP FACEBOOK USER-GENERATED CONTENT ON CONSUMER PURCHASE INTENTION – A CASE IN TOURISM INDUSTRY
Consulting social networks has become a common practice for tourists when planning their trips. However, there is a relative scarcity of scientific literature on this topic. The purpose of this study is to test the model of predictors of group Facebook user-generated content on tourists' purchase intention. To accomplish this, online surveys were conducted, gathering data from both tourists and individuals planning to travel. The theory of Planned Behavior and Information Acceptance Model were adapted and empirically examined by using Confirmatory Factor Analysis and Structural Equation Modeling. Results and findings reveal significant and meaningful relationships between various factors of Facebook user-generated content and tourists' purchase intention. Additionally, the study offers practical suggestions for hospitality management, administrative teams, and Facebook businesses to effectively leverage user-generated content for attracting online tourists.
期刊介绍：
GeoJournal of Tourism and Geosites is a scientific publication, with an international status. The Journal is issued under the aegis of the University of Oradea, Department of Geography, Tourism and Territorial Planning, Territorial Studies and Analysis Centre (Romania) and the Academy of Physical Education and Sports from Gdańsk, Faculty of Tourism and Recreation (Poland). At the initiative of an international group of specialists, based on an editorial and scientific committee with a wide international coverage, including leading figures in the field, in 2008 was published the first English issue of the GeoJournal of Tourism and Geosites. The printable format (2-3 issues per year) is supported by the on-line version. The journal aims to publish relevant contributions in tourism, geosites and other areas whose analysis is related to these fields, standing out through originality and scientific contribution to the knowledge and development of this area. An important objective is to promote academic and applied research based on interdisciplinarity with a complex local and global approach.
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