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Research Article

Drivers of social network adoption in post-travel phase: An empirical study in Thai tourists

ORCID Icon & | (Reviewing editor)
Article: 1702837 | Received 19 Sep 2019, Accepted 06 Dec 2019, Published online: 23 Dec 2019
 

Abstract

As tourism is a fast-growing industry, it is worth focusing on understanding travelers’ information generation behavior. The previous research also found that research in the motivation of travelers in sharing travel information through SNSs is quite limited. This research aims to study social network site usage intention in the post-travel phase by adding information features, media features, and user factors. This paper used a quantitative approach with the SEM technique. Questionnaires completed by 450 Thai travelers were analyzed by using a structural equation modeling test. The results suggested that perceived usefulness, customer involvement, and information accuracy were the significant factors that enhanced travelers’ social network site’s adoption intention after their trip. Positive relationships existed between perceived usefulness, subjective norm, and accessibility factors positively influenced perceived usefulness. This study suggests that tourism businesses should create their SNSs accounts in well-known and easy accessed social media to increase the number of reviews and feedbacks. The present paper contributes to previous research by identifying the impact of the information feature, media features, social and user factors on social network sites adoption intention, specifically in the post-travel phase.

PUBLIC INTEREST STATEMENT

This research highlights social network sites usage intention after tourists finish their trips. It focuses on how tourists share their travel information through social network sites. This study shows that perception of tourists that their information are useful and accurate, in cooperate with their involvement will enhance the likelihood of their intention to share travel information in social network sites after their trip. Moreover, if social network sites are easy access and their peers would love them to use the sites, they will feel that using social network sites is useful. Thus, this study recommends that tourism businesses should have their own social network site accounts because they can have relationship with travelers through reviews and feedbacks.

Correction

This article has been republished with minor changes. These changes do not impact the academic content of the article.

Additional information

Funding

The authors received no direct funding for this research.

Notes on contributors

Nathatenee Gebsombut

Nathatenee Gebsombut is a PhD student in the Institute of Technology Management at National Chung Hsing University and is also a lecturer in International College, Khon Kaen University. Her current research interests include customer relationship management, e-business management and technology adoption.

Chien-Ta Bruce Ho

Chien-Ta Bruce Ho is a professor in the Institute of Technology Management at National Chung Hsing University and is also a director of Electronic Commerce &Knowledge Economics Research Centre. His research interests include customer relationship management, value chain management, performance evaluation, e-business management and finance technology. He has authored and co-authored books in both Chinese and English languages. He has published over 100 papers in various journals and conference proceedings.