DOI: 10.5176/2382-5650_CCS18.120
Authors: Mohammad Tipu Sultan and Ke Xue
Abstract:
This study analyzes consumers’ trust of the information source for tourism decision. As the application of social media in the tourism sector, shared contents on social media recognized as an important information resource in this context. To gain new insights into the determinants of behavioral intention of the decision, we propose a theoretical model, the Theory of Reasoned Action (TRA). Within the model framework, we investigate the influence of social media information source to decision making behavioral attitude. Structural questionnaire analysis was employed to verify the proposed research questions within a sample of 204 (Two hundred and four) foreign people who came to Shanghai as a tourist. This study investigates the role of social media to create trust between government information source and social media user’s opinion. Moreover, this study examines the trends of information sharing throughout social media. The results support positive influence of social media to create consumers’ trust in Shanghai city tourism. The consumers’ trust in governmental information source and social media user’s opinion has examined to identify the influence of social media on tourism choice.
Keywords:social media, tourism, Theory of Reasoned Action (TRA), User’s Opinion, government information source
Updating...