Examining the determinants affecting people's intention to use travel social media.

Abstract

Travel industry plays an important role in affecting the world economy. With the dramatically increasing number of Social Media associated with travel and tourism, having more researches related to Travel Social Media could benefit both travellers and travel operators. The term "Travel Social Media" is used to describe Social Media related to travel and tourism. In this project, the main objective is to investigate people's intention to use Travel Social Media.

Hypotheses related technology acceptance, knowledge sharing, trust and social influence factors were derived and combined to develop a model for studying people's behavioural intention to use Travel Social Media. Data collected from 127 accepted responses was used for analysis.