Social Media as a Tool to Help Select Tourism Destinations: The Case of Malaysia |
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| Authors: | Lim Yan Hua Teoh Ai Ping Cheah Jun-Hwa |
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| Affiliation: | 1. Graduate School of Business, Universiti Sains Malaysia, Penang, Malaysia;2. International Business School, Universiti Teknologi Malaysia (UTM), Kuala Lumpur, Malaysia |
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| Abstract: | ABSTRACTThis study modeled use of social media as a tool to select tourism destinations. The findings revealed that perceived usefulness, perceived ease of use, perceived risk, and electronic word-of-mouth (e-WOM) directly influenced the attitude and has an indirect effect on intention with the presence of attitude. The development of tourism marketing and communication strategies should focus on the online context as the factors which are capable of influencing tourists’ behavior in a more efficient way. |
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| Keywords: | Extended technology acceptance model perceived ease of use perceived risk and electronic word of mouth communication perceived usefulness social media tourism |
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