Commenced in January 2007
Paper Count: 30127
Attitude towards the Consumption of Social Media: Analyzing Young Consumers’ Travel Behavior
Abstract:Advancement of new media technology and consumption of social media have altered the way of communication in the tourism industry, mostly for consumers’ travel planning, online purchase, and experience sharing activity. There is an accelerating trend among young consumers’ to utilize this new media technology. This paper aims to analyze the attitude of young consumers’ about social media use for travel purposes. The convenience random sample method used to collect data from an urban area of Shanghai (China), consists of 225 young consumers’. This survey identified behavioral determinants of social media consumption by the extended theory of planned behavior (TPB). The instrument developed support on previous research to test hypotheses. The results of structural analyses indicate that attitude towards the use of social media is affected by external factors such as availability and accessibility of technology. In addition, subjective norm and perceived behavioral control have partially influenced the attitude of respondents’. The results of this study could help to improve social media travel marketing and promotional strategies for respective groups.
Digital Object Identifier (DOI): doi.org/10.5281/zenodo.2576918Procedia APA BibTeX Chicago EndNote Harvard JSON MLA RIS XML ISO 690 PDF Downloads 332
 S. Amaro and P. Duarte, “Social media use for travel purposes: a cross cultural comparison between Portugal and the UK,” Inf. Technol. Tour., 2017.
 J. K. Ayeh, N. Au, and R. Law, “Predicting the intention to use consumer-generated media for travel planning,” Tour. Manag., vol. 35, pp. 132–143, 2013.
 J. K. Ayeh, N. Au, and R. Law, “Investigating cross-national heterogeneity in the adoption of online hotel reviews,” Int. J. Hosp. Manag., vol. 55, pp. 142–153, 2016.
 Y. Wang, K. K. F. So, and B. A. Sparks, “Technology Readiness and Customer Satisfaction with Travel Technologies: A Cross-Country Investigation,” J. Travel Res., vol. 56, no. 5, pp. 563–577, 2017.
 V. Rusu, C. Rusu, D. Guzm, S. Roncagliolo, and D. Qui, “Social Computing and Social Media. Human Behavior,” vol. 10282, pp. 200–209, 2017.
 A. K. Rathore, U. C. Joshi, and P. V. Ilavarasan, “Social Media Usage for Tourism: A Case of Rajasthan Tourism,” Procedia Comput. Sci., vol. 122, pp. 751–758, 2017.
 A. M. Kaplan and M. Haenlein, “Users of the world, unite! The challenges and opportunities of Social Media,” Bus. Horiz., vol. 53, no. 1, pp. 59–68, 2010.
 G. Seth, “Analyzing the effects of social media on the hospitality industry,” Univ. Nevada, Las Vegas (UNLV ), pp. 1–20, 2012.
 K. Boluk, “Cross-Cultural Issues in Tourism and Hospitality,” Tour. Plan. Dev., vol. 12, no. 1, pp. 123–123, 2015.
 N. Chung, H. Lee, S. J. Lee, and C. Koo, “The influence of tourism website on tourists’ behavior to determine destination selection: A case study of creative economy in Korea,” Technol. Forecast. Soc. Change, 2015.
 N. Chung and C. Koo, “The use of social media in travel information search,” Telemat. Informatics, vol. 32, no. 2, pp. 215–229, 2015.
 C. Cox, “User-generated content ( UGC ) in tourism : Benefits and concerns of online consumers 17th European Conference on Information Systems,” no. June 2014, 2009.
 C. Cox, S. Burgess, C. Sellitto, and J. Buultjens, “The role of user-generated content in tourists’ travel planning behavior,” J. Hosp. Leis. Mark., vol. 18, no. 8, pp. 743–764, 2009.
 O. Pasternak, C. Veloutsou, and A. Morgan-Thomas, “Self-presentation, privacy and electronic word-of-mouth in social media,” J. Prod. Brand Manag., vol. 26, no. 4, pp. 415–428, 2017.
 D. Leung, R. Law, H. Van Hoof, and D. Buhalis, “Social Media in Tourism and Hospitality : A Literature Review Social Media In Tourism And Hospitality : A Literature Review,” vol. 8408, no. November, 2017.
 C. D. Huang, J. Goo, K. Nam, and C. W. Yoo, “Smart tourism technologies in travel planning: The role of exploration and exploitation,” Inf. Manag., vol. 54, no. 6, pp. 757–770, 2017.
 N. Chung and H. Han, “The relationship among tourists’ persuasion, attachment and behavioral changes in social media,” Technol. Forecast. Soc. Change, vol. 123, pp. 370–380, 2017.
 I. Ajzen, “Action Control,” no. June, 1985.
 I. Ajzen and B. L. Driver, “Application of the Theory of Planned Behavior to Leisure Choice,” J. Leis. Res., vol. 24, no. 3, pp. 207–224, 1992.
 M. F. Y. Cheung and W. M. To, “Service co-creation in social media: An extension of the theory of planned behavior,” Comput. Human Behav., vol. 65, pp. 260–266, 2016.
 S. Amaro and P. Duarte, “An integrative model of consumers’ intentions to purchase travel online,” Tour. Manag., vol. 46, pp. 64–79, 2015.
 S. Forward, “The Prediction of Travel Behaviour Using the Theory of Planned Behaviour,” Traffic Transp. Psychol., no. January, pp. 481–492, 2004.
 L. M. Chuang, P. C. Chen, and Y. Y. Chen, “The determinant factors of travelers’ choices for pro-environment behavioral intention-integration theory of planned behavior, Unified theory of acceptance, and use of technology 2 and sustainability values,” Sustain., vol. 10, no. 6, 2018.
 C. H. C. Hsu and S. Huang, “An Extension of the Theory of Planned Behavior Model for Tourists,” J. Hosp. Tour. Res., vol. 36, no. 3, pp. 390–417, 2012.
 R. Matikiti, “Social Media in Tourism: Establishing Factors Influencing Attitudes Towards the Usage of Social Networking Sites for Trip Organisation Theoretical Background,” Indep. Res. J. Manag. Sci., pp. 1–13, 2015.
 S. Gössling, “Tourism , information technologies and sustainability : an exploratory review,” vol. 9582, 2017.
 S. U. Pannilage and Y. Lin, “The theory of planned behavior in the context of wine festival attendees,” Tour. Travel Res. Assoc. Adv. Tour. Res. Glob., p. paper 3, 2016.
 N. L. Chan and B. D. Guillet, “Investigation of social media marketing: How does the hotel industry in hong kong perform in marketing on social media websites?,” J. Travel Tour. Mark., vol. 28, no. 4, pp. 345–368, 2011.
 D. Sedera, S. Lokuge, M. Atapattu, and U. Gretzel, “Likes—The key to my happiness: The moderating effect of social influence on travel experience,” Inf. Manag., vol. 54, no. 6, pp. 825–836, 2017.
 J. K. S. Jacobsen and A. M. Munar, “Tourist information search and destination choice in a digital age,” Tour. Manag. Perspect., vol. 1, no. 1, pp. 39–47, 2012.
 J. Fotis, “Information and Communication Technologies in Tourism 2012,” vol. 4, no. January, 2012.
 J. Fotis, D. Buhalis, and N. Rossides, “Social media use and impact during the holiday travel planning process,” Inf. Commun. Technol. Tour., pp. 13–24, 2012.
 M. Öz, “Social media utilization of tourists for travel-related purposes,” Int. J. Contemp. Hosp. Manag., vol. 27, no. 5, pp. 1003–1023, 2015.
 Z. Xiang, V. P. Magnini, and D. R. Fesenmaier, “Information technology and consumer behavior in travel and tourism: Insights from travel planning using the internet,” J. Retail. Consum. Serv., vol. 22, pp. 244–249, 2015.
 Deloitte, “Travel Consumer 2015 Engaging the empowered holidaymaker,” Deloitte, vol. April, 2015.
 S. Brown, “Likert Scale Examples for Surveys,” Iowa State Univ., pp. 1–4, 2010.
 A. S. Cindy Chiu, Chris Ip, “Understanding social media in China,” 2012. (Online). Available: https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/understanding-social-media-in-china. (Accessed: 05-Aug-2018).
 N. Thai, “10 Most Popular Social Media Sites in China (2018 Updated),” 2018. (Online). Available: https://www.dragonsocial.net/blog/social-media-in-china/. (Accessed: 17-Oct-2018).
 B. Zeng and R. Gerritsen, “What do we know about social media in tourism? A review,” Tour. Manag. Perspect., vol. 10, pp. 27–36, 2014.
 K. S. Choi, I. Im, and G. J. Hofstede, “A cross-cultural comparative analysis of small group collaboration using mobile twitter,” Comput. Human Behav., 2016.
 Y. J. Lee and U. Gretzel, “Cross-Cultural Differences in Social Identity Formation through Travel Blogging,” J. Travel Tour. Mark., vol. 31, no. 1, pp. 37–54, 2014.