Abstract
PurposeThere has been considerable discussion about the utilization of social media effectively in tourist research. Still, there is a paucity of information about its usage for ecotourism destination selection. The study aims to determine critical factors influencing travelers' behavioral and electronic word-of-mouth (e-WOM) intentions to use Instagram reels to select an ecotourism destination.Design/methodology/approachThis study is based on the motivated consumer innovativeness theory and technology acceptance model. Purposive sampling was applied to acquire data from Instagram users. Data were gathered from 445 respondents and 415 valid responses were analyzed using partial least square structural equational modeling.FindingsThe findings of the study confirmed the positive impact of perceived ease of use, socially motivated consumer innovativeness and hedonically motivated consumer innovativeness on travelers' attitude except for perceived usefulness. The outcomes also revealed a significant influence of travelers' attitude on behavioral and e-WOM intention.Research limitations/implicationsThe study's findings were intended to offer insights into traveler behavior to critical players in the tourism sector, including destination marketers, travel companies, the government and policymakers. They must comprehend how useful Instagram is for the tourist industry, which will help them better understand how to attract travelers through Instagram reels to market their destination.Originality/valueThe current investigation is the first attempt to investigate the travelers' behavioral and e-WOM intentions to use Instagram reels to select an ecotourism destination.
Subject
Tourism, Leisure and Hospitality Management
Reference96 articles.
1. Attitude structure and behavior,1989
2. Understanding attitudes and predicting social behavior;Journal of Experimental Social Psychology,1980
3. The effect of e-word of mouth on social media on destination preference;International Journal of Academic Value Studies (Javstudies JAVS),2023
4. Influence of celebrity factors, consumer attitude and involvement on shoppers' purchase intention using hierarchical regression;Decision,2019
5. A consumer typology based on celebrity endorsement factors;FIIB Business Review,2022
Cited by
5 articles.
订阅此论文施引文献
订阅此论文施引文献,注册后可以免费订阅5篇论文的施引文献,订阅后可以查看论文全部施引文献