UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business Nguyen Minh Dang TOURISM DESTINATIONS INFORMATION SEEKING AND DISSEMINATION BEHAVIORS ON SOCIAL NETWORKING SITES STUDENT ID 22[.]
Statement of the Problem
Since the rise of the Internet, social networking sites (SNS) have experienced rapid growth, becoming essential platforms for business and consumer engagement Young people are the primary users of SNS, often sharing and discovering information about travel destinations they have visited As a significant market segment in tourism, their information-seeking and sharing behaviors on SNS influence travel trends and destination popularity This study aims to examine how tourists seek and disseminate destination information through SNS, providing valuable insights for marketers and researchers to enhance social media marketing strategies targeting young consumers.
The use of social network sites (SNS) has become a global phenomenon, with platforms like Facebook, Twitter, and others attracting hundreds of millions of users worldwide For instance, Facebook boasts approximately 465 million users, Twitter has around 115 million, and other SNS collectively reach 4 to 5 million users (Wong et al., 2010) In July 2009, over 770 million people visited SNS platforms, accounting for nearly 70% of the global online audience (Nguyen, 2010) In the United States, 73% of wired teenagers and 47% of online adults actively use SNS platforms (Lenhart et al., 2010) In Malaysia, about 24% of the population utilizes Facebook, with 67% of internet users engaging in social networking (Wong et al., 2010; Nguyen, 2010) Additionally, a survey by UKOM indicates that British users spend more time on social networks and blogs than on any other online activity, highlighting the significant global engagement with SNS.
SNS are web-based services providing the functions of creating a public or semi-public profile that displays a list of other users with whom they are linked to (Boyd & Ellison,
Social networking sites (SNS) feature profiles that showcase users' personal information, including location, education background, status, birthday, and interests These platforms also offer a variety of functionalities designed to enhance user engagement and connectivity.
Tourism destination seeking and sharing behaviors on social networking sites (SNS) include browsing and posting photographs or image albums, managing approved connections, and engaging through comments on user walls Users actively participate in instant messaging and email communication, enhancing their online interactions Additionally, they create and join groups, organize events, and make announcements, fostering a vibrant community centered around travel interests and destination exploration.
Since their launch in 2004, social networking sites (SNS) have experienced rapid growth, transforming the way people use the Internet by providing engaging, interactive platforms that give users greater control over information flow (Kelly, Kerr & Drennan, 2010) Primarily, SNS support existing social relationships, serving as tools for developing connections, sharing information, and expanding social networks Research indicates that youth primarily use SNS for communication and socializing with friends, with connecting with friends being the main motivation for 91% of American teens (Boyd & Ellison, 2007; Hempel, 2005; Lenhart & Madden, 2007) As a result, SNS have become essential networks for relationship-building and peer-to-peer communication.
Research indicates that youth attitudes toward social networking sites (SNS) are generally favorable, despite some prior studies showing negative perceptions Many users now view SNS as a valuable platform for reaching target markets and advertising, highlighting its potential as a dynamic, interactive medium While earlier research suggested negative attitudes toward advertising, these perceptions should be reconsidered within the context of SNS, which offers novel and engaging applications Consumers' attitudes toward web advertising may differ from their views of the web as a whole, emphasizing the importance of media context According to Ducoffe (1996), the media environment significantly influences the perceived value of advertising, and various factors impact attitudes toward advertising on SNS platforms.
"Entertainment", "Informativeness", "Interactivity", "Irritation", "Credibility", and
The widespread use of social networking sites (SNS) is a growing trend not only among consumers but also within organizations Companies like Whole Foods Market, Johnson & Johnson, and McDonald's leverage SNS platforms to enhance their brand image and engage with their audience Additionally, professional service firms utilize SNS as a vital marketing tool to implement social media marketing strategies aimed at achieving their business objectives.
201 0) Thus, advertisers adopting SNS should provide relevant and added value commercial message to their advertisements (Kelly, Kerr & Drennan, 2010)
Facebook is the most visited online social network, launched in 2004, with over 600 million users across more than 70 countries, enabling users to create personal profiles and explore others' lifestyles and interests (Carlson, 2011; Acar & Polonsky, 2007) In Vietnam, approximately 53% of Internet users—about 15 million people—are active on at least one social network, highlighting Facebook’s popularity in the region (Vinalink Media, 2011) Many users emphasize that information shared on social networking sites, especially travel photos, is highly engaging and meaningful to them, making young people the primary focus of this study.
Social Networking Sites (SNS) primarily target young consumers, serving as a platform for interaction and social engagement among this demographic (Cha, 2009) In the United States, college students spend an average of 10-30 minutes daily browsing Facebook, highlighting its significance in their daily lives (Ellison et al., 2007) Additionally, SNS influence consumer behavior, contributing to approximately $200 billion in annual expenditures, underscoring their economic impact.
The internet plays a crucial role in the tourism economy, as it is responsible for approximately half of the spending in the sector (Djamasbi et al., 2010), making it a valuable channel for investment In the context of Tourism Malaysia, launching the latest internet advertising campaigns underscores the significance of online platforms as the most preferred source for travelers to obtain travel information (Yaakop & Hemsley-Brown, 2013) Previous research emphasizes the importance of the internet as an effective marketing tool to promote and advance tourism industries (Wu et al., 2008; Mills et al., 2007).
In the context of SNS, gender likely affects information dissemination behaviors (Magnuson
& Dundes, 2008) Gender differences were investigated in various contexts in Information
Systems literature such as computer-related attitudes and behaviors (Whitley, 1997); use of e-mail (Gefen & Straub, 1997); video games (Bilgihan et a/., 2013); and e-learning
Tourism destination seeking and sharing behaviors on social networking sites
While no studies have specifically examined gender differences in tourism-related behaviors, existing research indicates that gender differences exist in the use of social networking sites (SNS) (Lu & Hsiao, 2009; Schier et al., 2005; Trammel & Keshelashvili, 2005) To understand consumer characteristics in this context, the study draws on marketing theories such as consumer opinion leadership (COL) and consumer susceptibility to interpersonal influence (CSII), which are particularly relevant in SNS environments where consumers often influence one another as role models, imitators, message spreaders through word-of-mouth, and advisors to less experienced shoppers (Flynn et al., 1996).
Objectives ofthe Study
This study investigates the relationship between young people's behaviors and examines the key antecedents that influence their information seeking and dissemination behaviors related to tourism destinations within the context of social networking sites (SNS) The research aims to identify the factors driving young users to seek and share tourism information on SNS platforms By exploring these behavioral patterns, the study seeks to provide insights into the motivations behind旅游内容的搜索和传播, enhancing understanding of digital tourism engagement among youth Ultimately, the findings will help tourism marketers optimize their strategies for engaging young audiences on social media platforms.
1 Does consumer opinion leadership (COL) affect young people's tourism destinations information seeking and dissemination behavior on SNS?
2 Does consumer susceptibility to interpersonal influence (CSII) affect young people's tourism destinations information seeking and dissemination behavior on SNS?
3 Is there gender difference in young people's tourism destinations information seeking and dissemination behavior on SNS?
Scope of the Study
This study explores social media usage among young people in Vietnam, aged 18 to early 35, through a self-administered survey A total of 350 questionnaires were distributed via email and directly on SNS platforms to gather valuable insights The research aims to understand key patterns and behaviors related to social media engagement within this demographic.
Research Contributions
This study investigates tourism destination information seeking and dissemination behaviors related to social networking sites (SNS) to help marketers and researchers better understand young consumers and enhance social media marketing strategies By identifying the key factors influencing information sharing and seeking on SNS, it provides valuable insights into consumer behavior Additionally, the research serves as a useful reference for new investors interested in Vietnam's tourism sector, supporting the development of Vietnam's tourism industry and contributing to overall economic growth.
This research consists of five chapters from Chapter 1 to Chapter 5
This chapter presents the research statement, outlines the key problems, and clearly defines the research objectives and scope, providing a comprehensive overview of the study process It emphasizes the importance of these components in ensuring the success of the master's thesis and guides the overall research direction.
This chapter reviews recent definitions of consumer opinion leadership (COL) and consumer susceptibility to interpersonal influence (CSII), highlighting their significance in understanding consumer behavior Based on previous research, it identifies key factors that influence destinations' information seeking and dissemination behaviors on social networking sites (SNS) The chapter also formulates hypotheses and proposes a research model to explore the relationships among these variables, providing a comprehensive framework for analyzing consumer interactions and influence in digital environments.
This chapter presents the research process and the methodology that will be used for empirical testing of the research model, which has been developed in chapter 2
Tourism destination seeking and sharing behaviors on social networking sites
This chapter presents the comprehensive data analysis results, which are crucial to understanding the factors influencing fluctuations in labor productivity on construction projects in Vietnam It includes detailed sections on Sample Descriptive Statistics, Reliability Analysis, Exploratory Factor Analysis, Regression Analysis, and ANOVA, providing an in-depth overview of the relationships between various factors and labor productivity variations These analyses collectively offer valuable insights into the key determinants affecting construction labor efficiency in the Vietnamese context.
Based on the data analysis presented in Chapter 4, the study confirms key factors influencing information-seeking and dissemination behaviors on social networking sites (SNS) These findings provide valuable insights for enhancing marketing strategies on SNS platforms Additionally, the research offers clear recommendations to improve social media marketing effectiveness and outlines directions for future research in this area.
Chapter 2 examines the theories of Web 2.0 and their impact on social networking sites (SNS), highlighting how these platforms influence young people's tourism destination information seeking and sharing behaviors It explores the role of consumer opinion leadership (COL) and consumer susceptibility to interpersonal influence (CSII) as key factors affecting destination choices on SNS Additionally, the chapter analyzes gender differences in SNS usage and their effects on tourism-related information dissemination, ultimately investigating how these variables interrelate to shape tourism decision-making among young users.
Web 2.0
Web 2.0, also known as social media, was officially defined by O'Reilly (2005) as "the network as platform, spanning all connected devices," emphasizing applications that leverage these intrinsic platform advantages Building on O'Reilly’s original definition, Hoegg et al (2006) described Web 2.0 as "the philosophy of mutually maximizing collective intelligence and added value for each participant through formalized and dynamic information sharing and creation." Andersen (2007) characterized Web 2.0 as a set of technologies—including blogs, wikis, podcasts, and RSS feeds—that foster a more socially connected web where users can contribute and edit content; he also provided a more comprehensive view encompassing the economic, technological, and societal changes brought by these innovations (Constantinides, Romero & Boria, 2009) Nielsen (2008) identified four key components of Web 2.0: Rich Internet Applications (RIA), community features and social networks, mashups that utilize other sites’ services, and advertising, collectively defining the core elements of the Web 2.0 landscape.
Based on these above definitions, Constantinides, Romero and Boria (2009) proposed a detailed illustration of Web 2.0 along three main dimensions: Application types, social effects and enabling Technologies
Tourism destination seeking and sharing behaviors on social networking sites
Figure 2.1: The Three Dimensions of Web 2.0
ApplicationTypes Social Effects Enabling Technologies
Source: Constantinides, Romero and Boria (2009)
Social networks are a vital tool of Web 2.0, with 61% of companies engaging in Web 2.0 applications, according to Quarterly (2007b) Furthermore, 37% of these companies reported being somewhat satisfied or very satisfied with the returns on their investment in social networks, highlighting the growing significance of social media for business impact.
Social Networking Sites (SNS)
According to Boyd and Ellison (2008), social networking sites (SNS) are web-based platforms that enable users to create public or semi-public profiles, connect with other users, and navigate their network of connections They highlight that SNS facilitate users in articulating their social relationships, viewing mutual connections, and exploring the networks established within the platform, making them vital tools for online social interaction and community building.
• online connections among people who share interests and activities and provide ways for users to interact online (Uhrig et al., 2010)
Like Web 2.0, SNS, which is one of Web 2.0's tools, also has many definitions These are three viewpoints from the perspective of strategy, research and technology companies
Social networking refers to systems that allow members of a specific site to learn about other members' skills, talents, knowledge or preferences
A social networking site is an online location where a user can create a profile and build a personal network that connects him or her to other users
A social network service is designed to build and verify online communities where people share interests and activities or explore others’ passions It offers diverse interaction methods, including chat, messaging, email, video, file sharing, blogging, and discussion groups, fostering engaging connections among users.
2.2.1 Using SNS as aPR and Direct Marketing Tool
Initially, social networking sites (SNS) were member-based online communities that enabled users to communicate in innovative ways (Pempek et al., 2009) Today, they are playing a growing role in business, providing new channels for companies to connect with consumers and foster interaction Businesses can now easily identify their target audiences through SNS platforms, facilitating more direct and effective communication with customers.
Social networking sites (SNS) facilitate tourists in seeking and sharing information about destinations through features like following, commenting, and discussing, which influence company-customer relationships by shaping brand image and awareness (Jansen et al., 2009) Platforms like Facebook have become powerful marketing tools thanks to their built-in instruments such as banner ads, groups, and fan pages, enabling companies to directly engage with consumers (Zhang et al., 2011) For example, Amazon leverages Facebook to allow users to write reviews, share products with friends, and make purchases, while eBay collaborates with Facebook and MySpace to simplify access to their auction platforms (Stroud, 2008).
To effectively integrate social networking sites (SNS) into marketing strategies, it is essential to understand their impact on consumer decision-making processes and the motives behind SNS usage According to Constantinides et al (2009), consumer preferences and purchase decisions are increasingly influenced by external sources such as peer reviews, referrals, blogs, tagging, social networks, and online forums, which are beyond the direct control of online marketers.
Figure 2.2: Factors Influencing the Consumer's Decision Making Process
Demographic, Personal, Cultural, Attitudinal, Perceptual, Sociological, Economic, Legal, Environmental etc
D WEB2.0 Experience: Online Uncontrollable Marketing Factors
Product, Brand Choice, Dealer choice, Purchase Timing
Weblogs, Social Networks, Podcasts, Communities, Tagging, Forums, Bulleting Boards etc
Tourism destination seeking and sharing behaviors on social networking sites
Web 2.0 and its tools represent a new marketing component that enhances online engagement and customer interaction Traditional influencers of consumer behavior, such as controllable stimuli (A) and uncontrollable stimuli (B), have been expanded with the rise of the internet to include online controllable marketing factors (C), like usability, interactivity, trust, aesthetics, and the online marketing mix, as well as online uncontrollable factors (D), such as weblogs, social networks, and podcasts The development of social networking sites (SNS) offers marketers powerful new advertising channels, enabling them to manage customer relationships effectively while empowering customers to participate in activities like branding reviews, product development, evaluation, and customer service This shift supports the creation of a transparent and positive brand image, leveraging the advantages of SNS for more engaging and relationship-centered marketing.
According to Bilgihan et al (2014), consumers exhibit both information seeking and information sharing behaviors Their scale for information sharing aligns with Walsh et al.'s (2014) concept of information dissemination Consequently, this study emphasizes two key dimensions: information seeking and information dissemination, highlighting their importance in understanding consumer information behaviors.
2.2.2 Engaging SNS for Customer Influence
This approach aims to leverage SNS users as powerful tools for consumer influence, targeting individuals who demonstrate Consumer Opinion Leadership (COL) by recognizing and engaging with a firm's brand or market offers These influential users actively review, discuss, comment on, and recommend products, serving as "new influencers" in the digital landscape (Gillin, 2007) Social Networks (SNS) are particularly effective for electronic word of mouth (eWOM), as consumers freely share and spread brand-related information within their social circles, including friends, classmates, and acquaintances (Vollmer & Precourt, 2008), enhancing brand awareness and credibility through authentic peer recommendations.
2.2.3 Using Facebook as Marketing tool
Facebook communities where users actively participate are highly significant for marketers seeking to engage their target audiences (Casteleyn, Mottart, & Rutten, 2009) According to Ramsaran-Fowdar and Fowdar (2013), leveraging popular Facebook tools enables brands to effectively achieve their marketing objectives, making social media platforms essential for targeted advertising and customer engagement.
1 Facebook profile: A strong profile of the organization can be established on Facebook with its vision and mission statement stated and clearly defined
2 Facebook groups: The following are the most important aspects that can be used to attract consumers: the name of the group, the group topic and image of the group
Business and fan pages serve as essential platforms for engaging audiences, providing timely updates on upcoming events, articles, games, blogs, podcasts, videos, and relevant links Regularly posting diverse content keeps followers informed and connected with the organization, fostering community engagement and brand loyalty Optimizing these pages with SEO-friendly keywords enhances visibility, ensuring the audience quickly finds the latest news and activities.
4 Sharing events: The organization can advertise its upcoming events on Facebook
Social ads on Facebook can be precisely targeted based on users' age, gender, location, workplace, and education level, ensuring your advertising reaches the right audience Additionally, organizing polls on Facebook allows businesses to gather valuable user feedback, enhance engagement, and better understand their audience's preferences.
6 Facebook messages can be tailored and sent to individual users.
Tourism Destination
There have been many studies and models of development based around what is referred to as the tourism destination (Gunn, 1993; Laws, 1995) These studies tend to perceive the
A tourism destination functions as a comprehensive system comprising key components such as attractions, accommodation, transportation, and supporting services and infrastructure (Tinsley & Lynch, 2001) Defining tourism itself remains a complex and unresolved issue, as highlighted by Pearce, due to its multifaceted nature and diverse elements Understanding these interconnected components is essential for effectively developing and managing tourism destinations.
Tourism destination seeking and sharing behaviors on social networking sites
Tourism is primarily understood as the relationships and phenomena resulting from people traveling for leisure or recreational purposes and staying temporarily in new locations Although there is some debate about including other types of travel, such as business, health, or educational trips, there is increasing recognition that tourism represents one end of a broad leisure spectrum.
Baggio, Scott and Cooper (20 1 0) defined tourism destinations "were considered as complex systems, represented as a network by enumerating the stakeholders composing it and the linkages that connect them"
While extensive research highlights the importance of relationships between tourists and service organizations, and among tourism companies (Lazzeretti & Petrillo, 2006; Morrison, Lynch & Johns, 2004; Pavlovich, 2003; Tinsley & Lynch, 2001), there is limited focus on analyzing tourism destinations from a network perspective The measurement of a tourism destination's image is crucial for both researchers and practitioners, as an accurate assessment helps destination marketers develop effective marketing strategies (Baloglu & Mangaloglu, 2001).
Online social travel networking is transforming how tourists plan their trips by enabling users to share reviews and interact about hotels and local attractions Popular platforms like TravBuddy.com, Travellerspoint, WA YN, Woophy, Passportstamp, and TripAdvisor.com facilitate these connections Among them, TripAdvisor.com stands out as the largest travel community on the web, founded in 2000, with comprehensive coverage of over 212,000 hotels, 30,000 destinations, and 74,000 attractions worldwide These websites play a crucial role in providing travelers with valuable insights and guidance for their journeys.
Consumer Opinion Leadership (COL)
COI (Center of Influence) has long attracted marketers' interest and has been defined in various ways Originally, it is based on the concept that "certain people are most concerned about issues and also the most articulate" (Lazarsfeld et al., 1948), whom they called opinion leaders exerting interpersonal influence Katz and Lazarsfeld (1955) described opinion leaders as "individuals likely to influence others within their immediate environment." Additionally, COI can be viewed as a form of social communication between opinion givers and opinion seekers, emphasizing interpersonal exchange of information (King & Summers, 1970).
Merton (1957) distinguished between opinion leaders who influence opinions within limited spheres and those who exert interpersonal influence across multiple areas Prior research has explored the characteristics of opinion leaders and their impact on consumers' purchasing behaviors in diverse shopping contexts For example, a study by King and Summers focused on opinion leaders in the women's fashion segment, highlighting their significant influence on consumer decisions.
Research from 1970 identified significant differences between fashion opinion leaders and non-leaders across demographic, sociological, attitudinal, communication, and fashion involvement factors, highlighting their distinct influence in the fashion industry Corey and Erickson (1971) described these individuals as "models of opinion who can influence marketing efforts through word-of-mouth communication to those around them," emphasizing their role as key influencers While most studies on opinion leadership focus on interpersonal communication within offline environments (Bloch, 1986; Corey, 1971; Flynn et al., 1996), recent research has begun exploring opinion leadership in online contexts, including digital word-of-mouth and social media influence (Eastman et al., 2002; O'Cass & Fenech, 2003; Bailey, 2005).
2.4.1 Engaging COL studies for the internet
Eastman et al (2002) examined insurance sales agents' use of the Internet and their attitudes toward digital technologies, highlighting how these factors influence their professional behaviors The study developed opinion leadership scores and subjective knowledge scores for the agents, utilizing the opinion leadership scale from Flynn et al to assess their influence and familiarity with online tools.
In 1996, research revealed that agents with higher subjective knowledge about the Internet were more likely to be opinion leaders and held more favorable attitudes toward the Internet The study also found a significant link between subjective knowledge and opinion leadership, highlighting the role of perceived expertise in shaping attitudes and influence Conversely, Bailey (2005) noted that age played a role, with sales agents younger than the average age of 46 demonstrating stronger tendencies toward opinion leadership.
Tourism destination seeking and sharing behaviors on social networking sites are often exhibited by opinion leaders who possess a higher level of subjective Internet knowledge According to Flynn et al (1996), perceived knowledge and the willingness to discuss the Internet influence individuals’ attitudes toward online platforms Additionally, they found that younger users are likely to play a significant role in shaping how the Internet is utilized for travel-related purposes, emphasizing the importance of digital engagement among younger demographics.
The Technology Acceptance Model (TAM) was used and applied by O'Cass and Fenech
A 2003 study assessed the adoption of the Internet for retail purposes among a convenience sample of Australian web users The research highlighted the significant role of opinion leadership in influencing web usage behaviors Findings indicated that opinion leadership is a key antecedent affecting users' perceptions of the usefulness and ease of use of online retail platforms, thereby impacting their likelihood to engage in online shopping.
Research indicates that opinion leadership significantly influences consumers' use of product review websites Bailey (2005) introduced the concept of "E-opinion leadership," defining it as the online counterpart to traditional opinion leadership—referring to consumers' ability to influence other online consumers' opinions E-opinion leaders are more likely than non-E-opinion leaders to share their opinions, leveraging the Internet as an essential platform for disseminating their influence (Flynn et al., 1996; Reynolds & Darden, 1971) This dynamic underscores the importance of opinion leaders in shaping consumer perceptions and behaviors in digital environments.
Flynn et al (1996) defined opinion leadership in marketing as the phenomenon where individuals influence the purchasing behaviors of others within specific product fields Hazeldine and Miles (2010), building on Venkatraman's (1989) research design, highlighted that opinion leaders are motivated by a desire to seek and disseminate information, and they tend to have stronger connections with their peers, enabling them to influence others more frequently and effectively through interpersonal communication As previously mentioned, opinion leaders are a major source of electronic word-of-mouth (eWOM) communication and are considered valuable information sources because of their frequent interactions and their knowledge and expertise that guide the decision-making of opinion seekers (Venkatraman, 1989; Bertrandias & Goldsmith).
Opinion leaders are trusted sources of information because they share both positive and negative insights, enhancing their credibility (Schiffman & Kanuk, 1991) Self-confidence is a key characteristic of opinion leaders, as it reduces their need to seek external information, allowing them to influence others more effectively (Reynolds & Darden, 1971).
Therefore, the first hypothesis which is linking COL with young people' tourism destinations information seeking and information dissemination on SNS is formulated as below:
Hla: Consumer opinion leadership (COL) has positive effect on young people's tourism destinations information seeking behavior on SNS
HI b: Consumer opinion leadership (COL) has positive effect on young people's tourism destinations information dissemination behavior on SNS.
Consumer Susceptibility to Interpersonal Influence (CSII)
Consumer Self-Identity Intent (CSII) has long attracted the interest of marketers and consumer behavior researchers, as it is conceptualized as a stable personality trait that varies among individuals and influences other consumer traits and behaviors (Bailey, 2005; Orth, 2005) According to Bearden et al (1989), CSII is defined as the need to project or enhance one's image with significant others through product and brand choices, conform to social expectations in purchase decisions, and learn about products by observing and seeking information from others This trait is considered a stable and measurable characteristic that relates to various consumer tendencies, making it essential for understanding consumer behavior and tailoring marketing strategies.
Research on tourism destination seeking and sharing behaviors on social networking sites highlights key differences, leading to the development of a specialized scale This scale comprises two distinct dimensions: susceptibility to normative influence (SNI), which reflects the tendency to conform to social norms, and susceptibility to informative influence (SII), indicating the likelihood of relying on information from others Understanding these dimensions enhances insights into how users engage with tourism-related content on social media platforms, optimizing marketing strategies and content sharing practices.
2.5.1 Susceptibility to Normative Influence (SN/)
Research building on Bearden et al (1989) primarily examines the normative dimension of Social Network Influence (SNI), showing that consumers with high SNI prefer products with visible social benefits like style (Batra et al., 2001) and are less skeptical of advertising (Mangleburg & Bristol, 1998) These individuals tend to seek social connection and respect rather than independence (Agrawal & Maheswaran, 2005), making them easily influenced by others' opinions and more likely to comply with persuasive suggestions to avoid disapproval (Cross et al., 2000; Bearden et al., 1989) Seiler et al (2013) highlight that SNI measures how readily a person’s opinions can be swayed, implying that individuals with higher SNI are more effective in spreading information or behaviors, such as diseases or cures, within their larger social networks.
2.5.2 Susceptibility to Informative Influence (Sf/)
Bearden et al (1989) define social information influence (SII) as an individual's tendency to seek advice from friends and relatives and observe others' choices before making a purchase Hofstede (1984) highlights that relationships and friendships often lead to better deals and that establishing trust with retailers increases customer loyalty, while consumers can expect higher product and service quality from familiar outlets Consumer complaint behaviors are also influenced by strong customer-retailer relationships (Milner, Fodness & Speece, 1993) Additionally, consumer testimonials serve as valuable informational cues, especially for individuals who consider others' opinions, with endorsements from similar and experienced individuals providing credible insights into a product’s quality and characteristics (Shimp, Wood, & Smarandescu, 2005; Lord, Lee, & Choong, 2001; Wooten & Reed).
Consumers high in Social Information Sharing (SII) tend to seek consumption-related insights not only by observing friends and family but also by monitoring testimonials from other consumers When exposed to advertisements that combine testimonial content with information about a product's functional attributes, these high-SII consumers are more likely to be influenced by the testimonial aspects, enhancing their overall product evaluation This underscores the significance of integrating testimonial elements in marketing strategies to effectively engage and influence these consumers.
Previous research indicates that the effectiveness of testimonial advertising depends on the similarity and expertise of the endorser, with endorsers resembling the target audience and possessing product experience exerting greater persuasive power Studies by Price et al (1989) reveal that endorsers similar to consumers have a stronger informational influence than dissimilar ones, while Wu & Shaffer (1987) suggest that endorsers with higher expertise are generally more persuasive Consequently, a testimonial featuring a consumer similar to the target audience and knowledgeable about the product should maximize informational influence Additionally, the individual's level of source credibility (SII) can further impact how effectively they persuade potential buyers.
Fundamentally, high susceptibility indicates a tendency to be influenced by others when making decisions; low susceptibility indicates more independence in making decision (Clark & Goldsmith, 2006)
Social influence has been generally recognized as an important force shaping an individual's consumer behavior and these influences may occur prior to purchase (e.g word
Young people often engage in seeking and sharing tourism destination information on social networking sites, influenced by their friends due to their access to relevant information They tend to share necessary travel details with peers to help construct positive self-identities, emphasizing the role of peer influence and information exchange in their online behaviors (Mangleburg et al.,).
H2a: Consumer susceptibility to interpersonal influence (CSII) has positive effect on young people's tourism destinations information seeking behavior on SNS
H2b: Consumer susceptibility to interpersonal influence (CSII) has positive effect on young people's tourism destinations information dissemination behavior on SNS.
Gender Differences
Previous research indicates that gender influences SNS usage behaviors, with females often engaging more actively online Studies show that female bloggers tend to use more words and put greater effort into their content compared to males (Schier et al., 2005; Nowson & Oberlander, 2006) Women are also more likely to self-disclose to friends, adjusting their level of disclosure based on relationship intimacy (Caldwell & Peplau, 1982; Dindia & Allen, 1992) Additionally, females generally exhibit higher sociability and sensitivity, maintaining more intimate social networks online (Wheeler, Reis, & Nezlek) Gender remains a significant predictor of internet usage behaviors, highlighting key differences between male and female online interactions.
Women are more actively involved in intimate conversations and are motivated to build and maintain relationships to avoid social isolation, leading them to form more socio-emotional social networks (Walker, 1994; Tannen, 1992; Karweit & Hansell, 1983) According to Tannen (1990) in her book "You Just Don't Understand," men and women often misunderstand each other because they use different language codes and prioritize different listening strategies She emphasizes that understanding these communication differences is essential for improving cross-gender understanding and relationships.
Females would also form more stable relationships than males, because socio-emotion- oriented networks develop emotional bonds that build solid relationships (Hirschi, 1969) In
Research indicates that males are more likely to engage in common activities, communicate to establish and maintain social status, and prefer task-oriented social networks (Walker, 1994; Tannen, 1992; Karweit & Hansell, 1983) In contrast, females tend to focus on personal and emotional communication and building more stable, emotionally connected relationships Studies also suggest that females have more extensive social networks and display more active friendship behaviors within these networks (Walker, 1994) Additionally, recent research by Lu et al (2010) highlights that gender influences information sharing and dissemination behaviors.
Such gender differences have already been found in computer-mediated communication
For example, females use PC e-mail to communicate about private matters more than males
(Kraut et al., 1998), and are more satisfied with communication via PC e-mail, and are more likely to utilize it to build intimate relationships (McKenna, Green & Gleason, 2002)
Research suggests that females tend to develop more personal, emotionally involved, and stable friendships, leading them to expand their social networks more extensively than males This hypothesis highlights gender differences in social bonding and networking behaviors, emphasizing the strength and depth of female friendships As a result, women are more likely to invest in meaningful social connections and increase their online social presence compared to men.
H3a: Young people's tourism destination information seeking behavior on SNS will be strongly influenced by gender
H3b: Young people's tourism destination information dissemination behavior on SNS will be strongly influenced by gender
Based on the above studies, a model is proposed Details about model and its hypotheses as follows:
Tourism destination seeking and sharing behaviors on social networking sites
Consumer susceptibility to interpersonal influence (CSII)
Destinations information seeking behavior on SNS
Destinations information dissemination behavior on SNS
This chapter outlines the definitions and theoretical foundations of each concept within the model Prior research indicates that young people's tourism destination information-seeking and sharing behaviors on social networking sites (SNS) are influenced by three key factors: COL, CSII, and gender Based on these insights, the study proposes three hypotheses to explore the relationships among these variables and their impact on youth engagement in tourism-related information dissemination.
This study investigates the impact of COL, CSII, and gender on destination information seeking and sharing behaviors on SNS platforms It adopts a mixed-methods research approach, combining qualitative and quantitative techniques to thoroughly address the research questions The research design includes detailed procedures for data collection, appropriate measurement scales, and analysis methods to ensure comprehensive insights A carefully determined sample size and systematic data collection process support the validity and reliability of the findings.
This study is conducted as given in the chart below:
Tourism destination seeking and sharing behaviors on social networking sites
Qualitative Research Design
This qualitative research aims to clarify key concepts and interpret measurement scale items related to SNS use among young people in Vietnam The study examines the relationships through a model and hypotheses tested using data from a self-administered survey targeting Vietnamese youths aged from teenagers to early 30s who actively use SNS A total of 350 questionnaires were distributed via email and on SNS platforms, with 202 valid responses collected, reflecting a 57% response rate The research primarily employs qualitative methods through structured questionnaires to analyze SNS usage patterns in the Vietnamese youth demographic.
This study employed a three-section questionnaire adapted from previous research to measure variables related to tourism destination information seeking and dissemination behaviors on SNS The first section collected demographic data, including age, gender, and SNS usage, along with the specific platforms used The second section comprised six questions assessing participants' SNS usage and their engagement in seeking and sharing tourism destination information The third section included seven questions adapted from established scales to measure COL and CSII, with sources from Bilgihan et al (2014), Reynolds & Darden (1971), and Bailey (2005) Specifically, the COL scale was based on Reynolds & Darden (1971), while CSII items were adapted from Bailey (2005), with three of four items retained to suit the tourism context; the omitted item focused on purchase behaviors Respondents rated the frequency of their SNS use on a five-point Likert scale (1 = "not at all," 5 = "very frequently") in the second section, and their level of informational influence on a five-point Likert scale (1 = "strongly disagree," 5 = "strongly agree") in the third section, aligning with standard practices for measuring online consumer behavior.
The original questionnaire was m English, and was translated into Vietnamese for respondents unlikely to be sufficient fluent in English Double-translation technique (Marin
To ensure the equivalence of meaning, the study employed the translation and back-translation techniques (Marin, 1991; Brislin, 1980) The process began with the author's supervisor translating the original English questionnaire into Vietnamese Subsequently, the author independently translated the Vietnamese version back into English and compared both English versions to identify and resolve any discrepancies, such as odd wording or incomplete sentences The author then discussed these differences with the supervisor to refine the translations, ensuring the accuracy and cultural appropriateness of the questionnaire for the Vietnamese context.
Quantitative Research Design
We measure COL through a four-item scale of Bilgihan, Peng and Kandampully (2014), which was adapted from scale ofReynolds and Darden (1971)
My friends and family often ask my advice about some tourism destination
I sometimes influence my friends' choices tourism destination
My friends come to me more often than I go to them for information about tourism destination
I can think of at least two people whom I have told about choosing tourism destination in the last six months
Tourism destination seeking and sharing behaviors on social networking sites
3.3.1.2 Consumer Susceptibility to Interpersonal Influence (CSII)
We measure CSII through a three-item scale of Bilgihan, Peng and Kandampully (2014), which was adapted from four-item scale of Bailey (2005)
I often consult other people to help choose the best tourism destination
If I have little experience with a tourism destination, I often ask my friends about it
I frequently gather information from friends and family about a tourism destination before I go
3.3 1.3 Information Seeking and Dissemination Behaviors
Scale items of information seeking and dissemination behaviors was also adapted from Bilgihan, Peng and Kandampully (2014)
Table 3.3: Scale of Seeking and Dissemination Behaviors
Do you "become a fan" of or "like" some tourism pages on SNS?
Do you look for tourism destination information on SNS?
Do you click on ads of deals and coupons about tourism destination on SNS?
Do you update status on Facebook about a tourism destination you have been to?
Do you check in locations of a tourism destination on SNS?
Do you upload photos on SNS about your tourism destination experience?
According to Hair et al (1998), a minimum of five respondents per estimated parameter is necessary, with a ratio of 10 respondents per parameter being ideal Additionally, Hair et al (1995) recommended that the minimum sample size should range between 100 and 150 Since our study involves 13 parameters, a suitable sample size would be at least 130 respondents (13 parameters x 10 respondents), which ensures adequate statistical power and reliability for the analysis.
The study data will be collected through questionnaires distributed via Yahoo! Mail, Google Docs, and directly on popular social networking sites like Facebook This method allows respondents to easily access the survey by clicking on the provided link, enter their answers, and submit the responses to the researcher Using these platforms ensures clear communication at the start of the data collection process, facilitating accurate and efficient responses from participants.
The collected data were coded and entered into SPSS version 20 for analysis Reliability and validity of the measurement scales were assessed using Cronbach's alpha and exploratory factor analysis Subsequently, linear regression analysis was performed to examine the relationships between independent variables and the dependent variable, testing the proposed hypotheses.
Descriptive statistics play a crucial role in quantitative data analysis by summarizing sample data for individual variables, enabling researchers to comprehensively understand their data, as highlighted by Hair et al (2006) During the analysis, data were carefully examined for missing values, and questionnaires with substantial missing information or poor-quality responses were eliminated to ensure data integrity and accuracy.
Tourism destination seeking and sharing behaviors on social networking sites
The data were analyzed using Exploratory Factor Analysis (EFA) to examine the underlying factorial structure of the scales and explore relationships between variables Principal Component Analysis (PCA) with Promax rotation was employed, ensuring the KMO measure exceeded 0.7 and factor loadings were above 0.5, indicating sampling adequacy and factor stability According to Hair et al (2006), items with factor loadings less than 0.5 and communalities below 0.6 should be removed to improve the analysis’s accuracy Additionally, Hutcheson and Sofroniou (1999) emphasized that a KMO value higher than 0.7 signifies good sampling adequacy for reliable factor analysis.
Connely (2011) emphasizes that Cronbach's alpha is solely a measure of internal consistency, indicating whether the items in a scale are related, but not whether they accurately measure the intended attribute He advises that scales should also be evaluated based on their content and construct validity to ensure they effectively capture the target construct Additionally, George and Malley (2003) offer various techniques for assessing the validity of measurement instruments, highlighting the importance of comprehensive evaluation beyond internal consistency metrics.
Table 3.4: Cronbach's Alpha Reliability Coefficient (George & Malley, 2003)
Cronbach's alpha Internal consistency a~0.9 ExcellentO
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A Cronbach's alpha value exceeding 0.9 often indicates that the scale items are highly similar or redundant, suggesting the presence of unnecessary items that do not enhance the reliability of the measure According to Leech et al (2005), an excessively high alpha may result from repetitive items or an overly extensive scale, which could be streamlined for more effective measurement of the underlying concept Ensuring an optimal Cronbach's alpha helps maintain a reliable and efficient assessment tool in research.
When assessing the reliability of a scale, it is important to consider not only Cronbach's alpha but also the Corrected Item-Total Correlation According to Leech et al (2005), a high correlation (0.40 or above) indicates that the item aligns well with other items and contributes positively to the overall scale Conversely, items with negative or very low correlations (below 0.30) should be reviewed for potential wording issues or conceptual mismatches, and may require modification or removal to improve the scale’s reliability.
Regression analysis is the final step to assess how independent variables influence the dependent variable According to Hair et al (2006), discrepancies between actual and predicted values highlight the impact of independent variables, with random error (E) occurring during prediction In this study, multiple regression analysis was conducted twice: first to evaluate how COL and CSII affect young people's tourism destination information seeking behavior on SNS, and second to examine their impact on young people's tourism destination information dissemination behavior on SNS.
According to Leech et al (2005), multiple regression analysis involves several assumptions, but it is advisable to focus on the key ones that can be easily tested using SPSS These major assumptions include linearity, normality, homoscedasticity, and absence of multicollinearity, which are critical for ensuring the validity of regression results Properly assessing these assumptions helps improve the reliability and accuracy of the analysis.
1 The independence of residuals (errors)
2 A linear relationship between each of the predictor variables and the dependent variable
3 Residual or the error is normally distributed
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Since the rise of the Internet, social networking sites (SNS) have experienced rapid growth in popularity, transforming how businesses and consumers interact Modern SNS platforms are increasingly utilized in marketing, providing new channels for consumers to connect with companies and share experiences Young people are the primary users of SNS, actively sharing and seeking information about travel destinations they have visited This demographic is a vital segment for the tourism industry, as they influence travel trends and decisions through their social media activity This study aims to examine how tourists seek and share destination information on SNS, offering insights to help marketers and researchers better understand young consumers and enhance social media marketing strategies.
The use of social network sites (SNS) has become a globally widespread phenomenon, with platforms like Facebook and Twitter boasting hundreds of millions of users worldwide For instance, Facebook has approximately 465 million users, Twitter around 115 million, and other SNS platforms have between 4 to 5 million users (Wong et al., 2010) In July 2009, over 770 million people visited SNS, representing nearly 70% of the global online audience (Nguyen, 2010) In the United States, 73% of wired teens and 47% of online adults actively use SNS platforms (Lenhart et al., 2010) Across Malaysia, about 24% of the population uses Facebook, and 67% of Malaysian Internet users are engaged with SNS (Wong et al., 2010; Nguyen, 2010) Additionally, a survey by UKOM indicates that British users spend more time on social networks and blogs than any other online activity, highlighting the prominence of SNS in daily digital life (Burrows, 2010, cited in Mun).
SNS are web-based services providing the functions of creating a public or semi-public profile that displays a list of other users with whom they are linked to (Boyd & Ellison,
Social networking sites (SNS) feature personalized profile pages that showcase users' personal information, including location, education background, status, birthday, and interests These platforms offer additional functionalities such as messaging, posting updates, connecting with friends, and sharing multimedia content, facilitating comprehensive social interactions and community building online.
Tourism destination seeking and sharing behaviors on social networking sites are driven by features such as photo and image albums, lists of approved connections, and walls for posting comments Users actively engage through instant messaging and email options, enhancing their interaction Additionally, they can create and join groups, organize events, and make announcements on social networking platforms, fostering a vibrant online community centered around travel interests.
Since their introduction in 2004, social networking sites (SNS) have experienced rapid growth, revolutionizing the purpose and functionality of the Internet by offering an engaging, interactive platform that provides users with greater control over information flow SNS primarily support the development of existing social relationships, serving as a key tool for connecting with friends, disseminating information, expanding social networks, and entertainment Research has shown that youth predominantly use SNS for communication and socializing with friends, with 91% of American teens citing connecting with friends as their main reason for usage Consequently, SNS function extensively as large-scale networks for building relationships and facilitating peer-to-peer communication.
The use of social networking sites (SNS) among youth is closely linked to their attitudes toward SNS, with recent studies indicating that most users view SNS favorably, despite earlier research suggesting negative perceptions (Hirst et al., 2012) Many now see SNS as a valuable platform for reaching target markets and advertising, highlighting the need to re-evaluate attitudes toward advertising on these interactive and innovative mediums While traditional studies often report negative attitudes toward advertising (Wang et al., 2002), the dynamic nature of SNS suggests that consumer perceptions may differ in this context, as Eun and Kim (2009) noted that attitudes toward web advertising may not mirror attitudes toward the web as a medium Furthermore, Ducoffe (1996, cited in Eun & Kim, 2009) emphasized that the media environment significantly influences advertising effectiveness, with factors affecting attitudes toward advertising playing a crucial role in shaping consumer behavior on SNS platforms.
"Entertainment", "Informativeness", "Interactivity", "Irritation", "Credibility", and
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201 0) Thus, advertisers adopting SNS should provide relevant and added value commercial message to their advertisements (Kelly, Kerr & Drennan, 2010)
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The internet plays a crucial role in the tourism economy, with research indicating that it accounts for nearly half of the total spending in the sector (Djamasbi et al., 2010) For Tourism Malaysia, launching the latest internet advertising campaign underscores the significance of online platforms as the most preferred source for travelers to obtain travel information (Yaakop & Hemsley-Brown, 2013) Previous studies emphasize the importance of the internet as an effective marketing tool to promote and advance tourism growth (Wu et al., 2008; Mills et al., 2007).
In the context of SNS, gender likely affects information dissemination behaviors (Magnuson
& Dundes, 2008) Gender differences were investigated in various contexts in Information
Systems literature such as computer-related attitudes and behaviors (Whitley, 1997); use of e-mail (Gefen & Straub, 1997); video games (Bilgihan et a/., 2013); and e-learning
Tourism destination seeking and sharing behaviors on social networking sites
Although no studies have directly investigated gender differences in tourism-related behaviors on social networking sites, previous research indicates that gender influences SNS usage patterns (Lu & Hsiao, 2009; Schier et al., 2005; Trammel & Keshelashvili, 2005) This study draws on marketing theories such as consumer opinion leadership (COL) and consumer susceptibility to interpersonal influence (CSII) to understand consumer characteristics, as these traits are significant in SNS environments where consumers serve as role models, imitate purchase behaviors, spread word-of-mouth messages, and advise others with less shopping experience (Flynn et al., 1996).
This study examines the relationships between young people's behaviors and identifies the key antecedents of their tourism destination information seeking and dissemination on social networking sites (SNS) It aims to understand how and why young users engage in sharing and searching for travel-related content within digital platforms By exploring these behaviors, the research provides insights into the factors that influence online tourism information activities among youth The study seeks to answer specific questions about the motivations, patterns, and drivers behind SNS-based tourism information seeking and dissemination, contributing to a deeper understanding of digital travel behavior.
1 Does consumer opinion leadership (COL) affect young people's tourism destinations information seeking and dissemination behavior on SNS?
2 Does consumer susceptibility to interpersonal influence (CSII) affect young people's tourism destinations information seeking and dissemination behavior on SNS?
3 Is there gender difference in young people's tourism destinations information seeking and dissemination behavior on SNS?
This study focuses on young people in Vietnam aged 18 to early 35 who frequently use social networking sites (SNS) A self-administered survey was conducted, with a total of 350 questionnaires distributed via email and directly through SNS platforms The research aims to analyze the social media habits and behaviors of Vietnamese youth to understand their online engagement patterns.
This study investigates tourism destination information seeking and dissemination behaviors related to social media platforms, providing valuable insights for marketers and researchers aiming to better understand young consumers and social media marketing strategies By identifying the key factors influencing information seeking and sharing on SNS, the research enhances our understanding of online engagement in the tourism sector Additionally, the findings serve as a useful reference for new investors interested in Vietnam's tourism industry, supporting the development of the country's tourist sector and overall economic growth.
This research consists of five chapters from Chapter 1 to Chapter 5
This chapter presents the research statement, outlines the research problem, defines the study objectives, and specifies the scope of the research It also details the study process, which is crucial for ensuring the success of the master's thesis by providing clear guidance and structure.
Chapter 2 provides a comprehensive review of Web 2.0 theories, emphasizing the role of social networking sites (SNS) in shaping tourism destination choices It explores how factors such as consumer opinion leadership (COL), consumer susceptibility to interpersonal influence (CSII), and gender differences influence young people's information-seeking and dissemination behaviors on SNS Additionally, the chapter examines the relationships among these variables, highlighting their impact on tourism destination decision-making processes This review underscores the significance of understanding social influence and gender dynamics in the context of digital tourism marketing and consumer behavior on SNS platforms.
Web 2.0, also known as social media, was officially defined by O'Reilly (2005) as "the network as platform, spanning all connected devices," with applications that leverage the platform’s intrinsic advantages Building on this, Hoegg et al (2006) described Web 2.0 as "the philosophy of mutually maximizing collective intelligence and added value for each participant through formalized and dynamic information sharing and creation." Andersen (2007) characterized it as both a set of technologies—such as blogs, wikis, podcasts, and RSS feeds—that foster a socially connected web where users can contribute and edit content, and a broader concept involving economics and societal innovation Nielsen (2008) identified four core elements of Web 2.0: rich internet applications, community features including social networks and user-generated content, mashups using other sites’ services, and advertising, collectively defining the key components of the Web 2.0 era.
Based on these above definitions, Constantinides, Romero and Boria (2009) proposed a detailed illustration of Web 2.0 along three main dimensions: Application types, social effects and enabling Technologies
Tourism destination seeking and sharing behaviors on social networking sites
Figure 2.1: The Three Dimensions of Web 2.0
ApplicationTypes Social Effects Enabling Technologies
Source: Constantinides, Romero and Boria (2009)
Social networks are a vital tool within Web 2.0, significantly impacting business strategies According to a study by Quarterly (2007b), 61% of surveyed companies utilize Web 2.0 applications, with 37% reporting they are somewhat or highly satisfied with the returns on their social network investments.
Social Networking Sites (SNS), as defined by Boyd and Ellison (2008), are web-based platforms that enable users to create public or semi-public profiles, connect with other individuals, and explore their network of connections These platforms facilitate relationship-building and social interaction within a bounded system, allowing users to view and navigate their own connections as well as those made by others Understanding the core features of SNS is essential for recognizing their role in online socialization and digital communication.
• online connections among people who share interests and activities and provide ways for users to interact online (Uhrig et al., 2010)
Like Web 2.0, SNS, which is one of Web 2.0's tools, also has many definitions These are three viewpoints from the perspective of strategy, research and technology companies
Social networking refers to systems that allow members of a specific site to learn about other members' skills, talents, knowledge or preferences
A social networking site is an online location where a user can create a profile and build a personal network that connects him or her to other users
A social network service is dedicated to building and verifying online communities of people who share common interests and activities or are curious about others' hobbies It offers multiple interaction features such as chat, messaging, email, video calls, file sharing, blogging, and discussion groups to facilitate seamless communication and engagement among users.
2.2.1 Using SNS as aPR and Direct Marketing Tool
Initially, most social networking sites (SNS) were member-based internet communities that enabled users to communicate in innovative ways (Pempek et al., 2009) Today, SNS are increasingly utilized in business, providing new channels for companies to connect with consumers and other customers This shift allows businesses to easily identify their target audiences and facilitate direct communication, enhancing customer engagement and brand interaction.
Social networking sites (SNS) serve as platforms for tourism destination seeking and sharing behaviors, enabling users to distribute information and engage with others through features like following, commenting, and discussions These social interactions influence company-customer relationships, impacting brand image and awareness (Jansen et al., 2009) Facebook, as a top SNS, has become a highly effective marketing tool because it offers direct marketing instruments such as banner ads, groups, and fan pages (Zhang et al., 2011) Major companies like Amazon utilize Facebook features to facilitate reviews, sharing, and purchasing options, while eBay collaborates with Facebook and MySpace to improve user access to their services (Stroud, 2008).
Integrating social networking sites (SNS) into marketing strategies requires understanding their influence on consumer decision-making and the motives behind SNS usage According to Constantinides et al (2009), consumer preferences and decisions are increasingly shaped by external sources such as peer reviews, referrals, blogs, tagging, social networks, and online forums, highlighting the growing importance of user-generated content in digital marketing.
Figure 2.2: Factors Influencing the Consumer's Decision Making Process
Demographic, Personal, Cultural, Attitudinal, Perceptual, Sociological, Economic, Legal, Environmental etc
D WEB2.0 Experience: Online Uncontrollable Marketing Factors
Product, Brand Choice, Dealer choice, Purchase Timing
Weblogs, Social Networks, Podcasts, Communities, Tagging, Forums, Bulleting Boards etc
Tourism destination seeking and sharing behaviors on social networking sites
Web 2.0 and its tools represent a new dimension in marketing strategies, adding valuable online controllable and uncontrollable factors to traditional consumer behavior models With the rise of the internet, online controllable marketing elements such as usability, interactivity, trust, aesthetics, and the online marketing mix have become critical in influencing consumers Additionally, online uncontrollable factors like weblogs, social networks, and podcasts significantly shape consumer perceptions Social Networking Sites (SNS) now serve as powerful advertising platforms, customer relationship management channels, and means to engage customers in branding, product development, evaluation, and customer service, fostering a transparent and positive brand image (Moral, 2007) Implementing these tools effectively can enhance brand visibility, build trust, and improve overall customer experience.
According to Bilgihan et al (2014), consumers exhibit both information seeking and information sharing behaviors The study's definition of information sharing aligns with Walsh et al.'s (2014) concept of information dissemination Consequently, this research now categorizes these behaviors into two main dimensions: information seeking and information dissemination.
2.2.2 Engaging SNS for Customer Influence
This approach focuses on engaging SNS users as powerful customer influence tools, aiming to attract individuals with Consumer Opinion Leadership (COL) who are aware of the company's brand or market offers These influential users review, discuss, comment on, and recommend the company's products, serving as "new influencers" in the digital space (Gillin, 2007) Social media platforms are ideal for electronic word-of-mouth (eWOM), as consumers freely create and share brand-related information within their social networks of friends, classmates, and acquaintances (Vollmer & Precourt, 2008).
2.2.3 Using Facebook as Marketing tool
Facebook communities where users are members are highly relevant for marketers seeking targeted engagement (Casteleyn, Mottart, & Rutten, 2009) According to Ramsaran-Fowdar and Fowdar (2013), effective Facebook tools for achieving marketing objectives include various features that facilitate interaction, brand promotion, and customer engagement.
1 Facebook profile: A strong profile of the organization can be established on Facebook with its vision and mission statement stated and clearly defined
2 Facebook groups: The following are the most important aspects that can be used to attract consumers: the name of the group, the group topic and image of the group
Business and fan pages are essential for engaging audiences, providing timely updates on upcoming events, articles, games, blogs, podcasts, videos, and links Regularly posting fresh content keeps fans informed and connected to the organization, enhancing brand loyalty and visibility These pages serve as a dynamic platform to share valuable information, foster community interaction, and promote your business effectively online.
4 Sharing events: The organization can advertise its upcoming events on Facebook
Social ads on Facebook can be targeted based on user demographics such as age, gender, location, workplace, and education level, maximizing advertising efficiency Additionally, organizing polls on Facebook provides valuable insights and direct feedback from users, enhancing engagement and informing future marketing strategies.
6 Facebook messages can be tailored and sent to individual users
There have been many studies and models of development based around what is referred to as the tourism destination (Gunn, 1993; Laws, 1995) These studies tend to perceive the
A tourism destination functions as a comprehensive system composed of key components such as attractions, accommodation, transportation, and supporting services and infrastructure (Tinsley & Lynch, 2001) Defining tourism itself remains a complex and unresolved issue, highlighting the multifaceted nature of tourism destinations and their interconnected elements Understanding these components is essential for effective destination management and enhancing visitor experiences.
Tourism destination seeking and sharing behaviors on social networking sites