Social Media Impact on Tourism Destination Decision: Evidence from International Students in China ()
ABSTRACT
Technological advancement has led to the adoption and usage of social
media among businesses including tourism sector to disseminate information and communicate with customers more effectively. Due to the
limitless capabilities that social media provides, it is gradually transforming
diverse business ecosystems. This study seeks to assess at the impact of social
media on tourism destination decision-making from foreign students in China
context. From the background of Uses and Gratification theory, a quantitative
research approach was used to achieve the sole of the present study. This study
used an online questionnaire tool to obtain response, validated using a Partial
Least Square and Structural Equation Modeling and SPSS statistical software to
analyze 271 samples of foreign students in China. The findings of the study
show that behavioral intentions have a
positive and significant effect on tourism destination decision-making, and
social media significant direct influence on tourism destination decision
making. Furthermore, tourists’ satisfaction can enhance tourism destination
decisions when mediated by social media usage. The research findings would help
tourism service providers to identify and select social media platforms as a
marketing strategy for tourism competitiveness.
Share and Cite:
Agyapong, E. and Yuan, J. (2022) Social Media Impact on Tourism Destination Decision: Evidence from International Students in China.
Open Journal of Applied Sciences,
12, 2055-2080. doi:
10.4236/ojapps.2022.1212143.
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