Social media for outbound leisure travel: a framework based on technology acceptance model (TAM)

Snigdha Singh · Pallavi Srivastava

106 citations0/0 files storedJournal of Tourism Futures

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Technology Adoption and User Behaviour Diverse Aspects of Tourism Research Digital Marketing and Social Media

Abstract

Purpose The purpose of this paper is to explore the applicability of technology acceptance model (TAM) to explain the widespread acceptance and usage of social media (SM) for travel purposes by Indian outbound leisure travellers during their travel cycle. Design/methodology/approach The study has adopted a qualitative approach involving in-depth interviews of 30 respondents, who had taken at least one international vacation in the last 12 months. Content analysis was used to arrive at the conclusion. Findings Findings of the study are used to develop a conceptual model which upholds the validity of the TAM with perceived usefulness (PU) and perceived ease of use (PEU) as determinants of SM usage. The model has been extended to include perceived trust (PT) and social capital (SC) as important constructs to explain the travellers’ use of SM. Disposition readiness (DR) of the user towards SM was found to have an effect on all the four constructs. Originality/value Theoretically, this study suggests a modification to the existing TAM, which shows a unidirectional effect of PU and PEU on attitude. This study suggests that the effect would be bi-directional where the attitude (DR) of the traveller towards SM usage will affect PU and PEU. Furthermore, this study extends the TAM to include PT and SC as important constructs to explain SM usage by travellers. This study provides valuable insights into the hospitality and tourism sector which might help in further segmentation of travellers leading to more customised service offerings.

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References

1991The theory of planned behavior 1989Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology 2000A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies 2009Users of the world, unite! The challenges and opportunities of Social Media 1998Transforming Qualitative Information: Thematic Analysis and Code Development 2007The Benefits of Facebook “Friends:” Social Capital and College Students’ Use of Online Social Network Sites 2003Trust and TAM in Online Shopping: An Integrated Model1 2004Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet?

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