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Travel Social Media Involvement: A Proposed Measure

In: Information and Communication Technologies in Tourism 2015

Author

Listed:
  • Suzanne Amaro

    (Polytechnic Institute of Viseu)

  • Paulo Duarte

    (Beira Interior University)

Abstract

This study proposes a measure to determine traveller’s level of involvement with travel social media websites. Social media involvement is defined as a person’s level of interest, emotional attachment or arousal with social media. This measure is important because understanding travellers’ level of involvement with social media is paramount, enabling social media marketers to personalize online marketing strategies and predict behaviours (e.g. online travel purchases). Therefore, this research contributes to the development of literature on travel related social media by providing an instrument to measure travellers’ involvement with travel related social media. A confirmatory factor analysis conducted with a sample of 1,732 respondents demonstrates that social media involvement can be conceptualized as a formative multidimensional construct, formed by interest in social media, social media consumption, social media creation and perceived playfulness with the use of social media (all for travel related purposes).

Suggested Citation

  • Suzanne Amaro & Paulo Duarte, 2015. "Travel Social Media Involvement: A Proposed Measure," Springer Books, in: Iis Tussyadiah & Alessandro Inversini (ed.), Information and Communication Technologies in Tourism 2015, edition 127, pages 213-225, Springer.
    • Handle: RePEc:spr:sprchp:978-3-319-14343-9_16
    DOI: 10.1007/978-3-319-14343-9_16
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    Cited by:

    1. Thalia Metta Halim & Kiattipoom Kiatkawsin, 2021. "Beauty and Celebrity: Korean Entertainment and Its Impacts on Female Indonesian Viewers’ Consumption Intentions," Sustainability, MDPI, vol. 13(3), pages 1-19, January.
    2. Kiattipoom Kiatkawsin & Ngoc Anh Bui & Richard Hrankai & Kwangmin Jeong, 2021. "The Moderating Roles of Sensation Seeking and Worry among Nature-Based Adventure Tourists," IJERPH, MDPI, vol. 18(4), pages 1-18, February.
    3. Ngoc Anh Bui & Kiattipoom Kiatkawsin, 2020. "Examining Vietnamese Hard-Adventure Tourists’ Visit Intention Using an Extended Model of Goal-Directed Behavior," Sustainability, MDPI, vol. 12(5), pages 1-18, February.

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