Social vacation: Proposition of a model to understand tourists' usage of social media for travel planning.

ABSTRACT: This study develops a theoretical model that highlights the determinants of actual social media (SM) usage for travel planning by combining theoretical frameworks from the marketing, psychology and information systems literature. The data was collected through field as well as online survey in India. An online survey questionnaire link was shared on different social media platforms and social networking sites. Besides, field visits were carried out to collect data in-person through face-to-face interviews. The final sample consists of 539 observations. Structural Equation Modelling (SEM) was applied to validate the hypothesized relationships among constructs. The results suggest that technological convenience and perceived enjoyment influence the perceived ease of using SM for travel plann

SUBMITTER: Sakshi 

PROVIDER: S-EPMC7568860 | biostudies-literature | 2020 Nov

REPOSITORIES: biostudies-literature