Drivers of social network adoption in post-travel phase: An empirical study in Thai tourists

As tourism is a fast-growing industry, it is worth focusing on understanding travelers’ information generation behavior. The previous research also found that research in the motivation of travelers in sharing travel information through SNSs is quite limited. This research aims to study social netwo...

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Autores principales:	Nathatenee Gebsombut, Chien-Ta Bruce Ho
Formato:	article
Lenguaje:	EN
Publicado:	Taylor & Francis Group 2019
Materias:	social network sites behavioral intention smart tourism technologies technology acceptance Business HF5001-6182 Management. Industrial management HD28-70
Acceso en línea:	https://doaj.org/article/9b6182d40d8b4850bdf6f686552da118
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spelling	oai:doaj.org-article:9b6182d40d8b4850bdf6f686552da1182021-12-02T18:31:21ZDrivers of social network adoption in post-travel phase: An empirical study in Thai tourists2331-197510.1080/23311975.2019.1702837https://doaj.org/article/9b6182d40d8b4850bdf6f686552da1182019-01-01T00:00:00Zhttp://dx.doi.org/10.1080/23311975.2019.1702837https://doaj.org/toc/2331-1975As tourism is a fast-growing industry, it is worth focusing on understanding travelers’ information generation behavior. The previous research also found that research in the motivation of travelers in sharing travel information through SNSs is quite limited. This research aims to study social network site usage intention in the post-travel phase by adding information features, media features, and user factors. This paper used a quantitative approach with the SEM technique. Questionnaires completed by 450 Thai travelers were analyzed by using a structural equation modeling test. The results suggested that perceived usefulness, customer involvement, and information accuracy were the significant factors that enhanced travelers’ social network site’s adoption intention after their trip. Positive relationships existed between perceived usefulness, subjective norm, and accessibility factors positively influenced perceived usefulness. This study suggests that tourism businesses should create their SNSs accounts in well-known and easy accessed social media to increase the number of reviews and feedbacks. The present paper contributes to previous research by identifying the impact of the information feature, media features, social and user factors on social network sites adoption intention, specifically in the post-travel phase.Nathatenee GebsombutChien-Ta Bruce HoTaylor & Francis Grouparticlesocial network sitesbehavioral intentionsmart tourism technologiestechnology acceptanceBusinessHF5001-6182Management. Industrial managementHD28-70ENCogent Business & Management, Vol 6, Iss 1 (2019)
institution	DOAJ
collection	DOAJ
language	EN
topic	social network sites behavioral intention smart tourism technologies technology acceptance Business HF5001-6182 Management. Industrial management HD28-70
spellingShingle	social network sites behavioral intention smart tourism technologies technology acceptance Business HF5001-6182 Management. Industrial management HD28-70 Nathatenee Gebsombut Chien-Ta Bruce Ho Drivers of social network adoption in post-travel phase: An empirical study in Thai tourists
description	As tourism is a fast-growing industry, it is worth focusing on understanding travelers’ information generation behavior. The previous research also found that research in the motivation of travelers in sharing travel information through SNSs is quite limited. This research aims to study social network site usage intention in the post-travel phase by adding information features, media features, and user factors. This paper used a quantitative approach with the SEM technique. Questionnaires completed by 450 Thai travelers were analyzed by using a structural equation modeling test. The results suggested that perceived usefulness, customer involvement, and information accuracy were the significant factors that enhanced travelers’ social network site’s adoption intention after their trip. Positive relationships existed between perceived usefulness, subjective norm, and accessibility factors positively influenced perceived usefulness. This study suggests that tourism businesses should create their SNSs accounts in well-known and easy accessed social media to increase the number of reviews and feedbacks. The present paper contributes to previous research by identifying the impact of the information feature, media features, social and user factors on social network sites adoption intention, specifically in the post-travel phase.
format	article
author	Nathatenee Gebsombut Chien-Ta Bruce Ho
author_facet	Nathatenee Gebsombut Chien-Ta Bruce Ho
author_sort	Nathatenee Gebsombut
title	Drivers of social network adoption in post-travel phase: An empirical study in Thai tourists
title_short	Drivers of social network adoption in post-travel phase: An empirical study in Thai tourists
title_full	Drivers of social network adoption in post-travel phase: An empirical study in Thai tourists
title_fullStr	Drivers of social network adoption in post-travel phase: An empirical study in Thai tourists
title_full_unstemmed	Drivers of social network adoption in post-travel phase: An empirical study in Thai tourists
title_sort	drivers of social network adoption in post-travel phase: an empirical study in thai tourists
publisher	Taylor & Francis Group
publishDate	2019
url	https://doaj.org/article/9b6182d40d8b4850bdf6f686552da118
work_keys_str_mv	AT nathateneegebsombut driversofsocialnetworkadoptioninposttravelphaseanempiricalstudyinthaitourists AT chientabruceho driversofsocialnetworkadoptioninposttravelphaseanempiricalstudyinthaitourists
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Drivers of social network adoption in post-travel phase: An empirical study in Thai tourists

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