Exploring the Shifting Landscape: Analyzing How Social Media Modifies Consumers' Travel and Tourism Purchase Intentions
DOI:
https://doi.org/10.12727/ajts.32.9Keywords:
social media, Social Media Marketing, consumer purchase intention, technology acceptance mode (TAM)), travel and tourismAbstract
Social media, a global online platform, significantly impacts travel and tourism decisions by influencing perceptions, disseminating information, and fostering cultural exchange through text, images, and videos. This study examines the profound changes in how Social Media influences consumers' purchasing intentions in the Travel and Tourism Industry. To understand this, we've incorporated Davis's Technology Acceptance Model (TAM) from 1989, while adding two variables: Trust and Electronic Word-of-Mouth (E-WOM). Data was collected from Indian customers via a questionnaire survey and analyzed with PLS 4.0 software. The results demonstrate that the integration of TAM with trust and E-WOM provides a robust framework for explaining how Social Media's changing impact affects consumers' intentions to purchase in the Travel and Tourism Industry. This paper offers an overview of research on purchase intention within travel and tourism through social media, highlighting key findings that suggest promising areas for future exploration. It emphasizes the need for further investigation in the field, advancing the understanding of the factors influencing an in-depth analysis of how Social Media is transforming consumers' purchase intentions in the Travel and Tourism Industry.
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