Please use this identifier to cite or link to this item: http://hdl.handle.net/10553/44349
Title: Intentions to use social media in organizing and taking vacation trips
Authors: Parra-López, Eduardo
Bulchand Gidumal, Jacques 
Gutiérrez-Taño, Desiderio
Díaz-Armas, Ricardo
UNESCO Clasification: 531290 Economía sectorial: turismo
Keywords: Redes sociales
Turismo
Issue Date: 2011
Publisher: 0747-5632
Journal: Computers in Human Behavior 
Abstract: This work proposes a theoretical model to explain the factors determining the intentions to use social media when organizing and taking vacation trips. Understanding the antecedents of the tourists' use of these technologies is considered to be crucial for organization managers and destination policy makers. This use of social media technologies determines which elements of the trip might be used by the tourist thus having a great impact on the market. The model and its hypotheses have been tested by means of an approach based on structural equations with the PLS technique. The study was conducted on a sample of 404 individuals who normally use the Internet and had traveled on vacation in the previous 12 months. The conclusions of the study reveal that the intentions to use social media are directly influenced by the perceived benefits of that use (functional, psychological and hedonic and social); however, the costs do not significantly affect the predisposition to use such technologies. It is also shown that there is a series of incentives such as altruism, availability, individual predisposition or trust in the contributions of others which facilitate and promote the use of this type of technology when organizing and taking tourist trips.
URI: http://hdl.handle.net/10553/44349
ISSN: 0747-5632
DOI: 10.1016/j.chb.2010.05.022
Source: Computers in Human Behavior[ISSN 0747-5632],v. 27, p. 640-654
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