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

Kód výsledku v 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>

Výsledek na webu

<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>

Jazyk výsledku

angličtina

Název v původním jazyce

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

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

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

Popis výsledku anglicky

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.

Druh

J_imp - Článek v periodiku v databázi Web of Science

CEP obor

—

OECD FORD obor

50204 - Business and management

Projekt

—

Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2020

Kód důvěrnosti údajů

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

Název periodika

Sustainability

ISSN

2071-1050

e-ISSN

—

Svazek periodika

12

Číslo periodika v rámci svazku

18

Stát vydavatele periodika

CH - Švýcarská konfederace

Počet stran výsledku

19

Strana od-do

1-19

Kód UT WoS článku

000584320700001

EID výsledku v databázi Scopus

2-s2.0-85091370477