The Influence of Travel Motivations and Social Factors on Travel Web Site Usage among Malaysian Travellers

Abstract

In this study the framework is developed based on the theory of reasonedaction. This paper seeks to examine the influences of travel motivationsand social factors on future intention to use travel web sites. Data wascollected using multistage cluster sampling among employees in selectedorganisations in the Klang Valley of Malaysia. A total of 679 questionnaireswere returned and analysed. The results showed that the travel motivationof entertainment and sports activities have positive influences on hedonicbasedfuture intention to use travel web sites. On the other hand, travelmotivation of familiar destination has negative influences on the similarcriterion. The social factor of human interaction was not only more importantthan media exposure but also the strongest predictor of both hedonicbasedand utilitarian-based future intention to use travel web sites. Basedon these findings, the paper highlights its theoretical, marketing andmanagerial contributions.

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