The Role of Social Media on Tourists’ Behavior: An Empirical Analysis of Millennials from the Czech Republic

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28120%2F20%3A63525361" target="_blank" >RIV/70883521:28120/20:63525361 - isvavai.cz</a>

Result on the web

<a href="https://www.mdpi.com/2071-1050/12/18/7735" target="_blank" >https://www.mdpi.com/2071-1050/12/18/7735</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.3390/su12187735" target="_blank" >10.3390/su12187735</a>

Result language

angličtina

Original language name

The Role of Social Media on Tourists’ Behavior: An Empirical Analysis of Millennials from the Czech Republic

Original language description

Due to the emergence of Web 2.0 and consequently the increased use of social media, this study aims to explore the role of social media in changing the behavior of tourists and the choice of a destination. Despite the massive popularity of social media, the studies with a comprehensive set of driving constructs along with indicators of social media regarding the changing behavior of tourists are lacking in the literature. Therefore, framed by the theory of planned behavior (TPB), the present study fulfills this research gap by developing a set of driving constructs and carrying out an empirical analysis by collecting data from millennials in the selected universities of the Czech Republic. Through the non-random sampling technique, precisely convenience sampling, 261 valid responses were received, and partial least squares-structural equation modeling (PLS-SEM) analysis was performed to achieve the objectives of this study. The results indicate that social media channels have a significant impact on behavioral intention and the actual behavior of tourists (significant direct and indirect effect). The constructs tourist information search and tourism promotion were partially supported toward predicting the behavior of tourists. Control–variables related to socio-economic characteristics such as gender and educational level also have a significant impact in determining the actual behavior of tourists. Hence, overall, the study concludes with the significant and considerable impact of social media on the behavior of tourists. The contributions of the study and future directions are discussed at the end of the paper.

Czech name

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Czech description

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Type

J_imp - Article in a specialist periodical, which is included in the Web of Science database

CEP classification

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OECD FORD branch

50204 - Business and management

Project

—

Continuities

S - Specificky vyzkum na vysokych skolach

Publication year

2020

Confidentiality

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Name of the periodical

Sustainability

ISSN

2071-1050

e-ISSN

—

Volume of the periodical

12

Issue of the periodical within the volume

18

Country of publishing house

CH - SWITZERLAND

Number of pages

19

Pages from-to

1-19

UT code for WoS article

000584320700001

EID of the result in the Scopus database

2-s2.0-85091370477