Impact of Consumer-Generated Content (CGC) on Travel-Related Decisions

Ambardar, Ankush; Malik, Himanshu

doi:10.4018/978-1-5225-8434-6.ch015

Cited by 1 publication

(1 citation statement)

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“…In the last decade, the tourism industry has been notably marked by the substantial growth of related consumer-generated content, including blogs, virtual communities, social networks, wikis and other media files shared on sites such as YouTube, Daily Motion and Flickr (Ambardar and Malik, 2019;Assaker, 2019;Buhalis and Law, 2008). Such platforms entice people to post and share their travel-related experiences in a readily available medium.…”

Section: Introductionmentioning

confidence: 99%

The technology acceptance model revisited: empirical evidence from the tourism industry in Pakistan

Hasni

Farah

Adeel

2021

JTF

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PurposeThis paper aims to analyze the adoption of social media platforms by tourists in Pakistan. Based on an adaptation of the technology acceptance model (TAM), this study assesses the factors that lead users to adopt these platforms.Design/methodology/approachA survey was administered to a convenience sample of 399 travelers who use social media in Pakistan. A Confirmatory factor analysis was conducted using AMOS to evaluate convergent and discriminant validity as well as composite reliability. Structural equation modeling was applied to examine the causal relationship among all proposed constructs.FindingsThe findings reveal that the perceived usefulness (PU) and perceived ease of use (PEoU) of a social media platform positively impact the behavioral intention of its users. The proposed constructs of compatibility, enjoyment, user expertise and e-trust all demonstrated their crucial roles in the adoption of a social media platform for tourism-related activities by enhancing the platform's PEoU and usefulness.Originality/valueThis research validates the relationship between PEoU and PU of a social media platform in the hospitality industry. Interestingly, this study has expanded TAM by validating the addition of four more constructs, (1) compatibility, (2) enjoyment, (3) e-trust, and (4) expertise, to add worth to this model regarding the understanding of social media usage in this specific industry. The findings are valuable both for managers and policymakers in the tourism sector in Pakistan, as the latter can utilize the results to entice a larger segment of social media users to the tourism industry.

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Section: Introductionmentioning

confidence: 99%