A Study on the Social Media Usage of Generation Y Travellers in Planning Domestic Tours
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Date
2017
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Publisher
Uva Wellassa University of Sri Lanka
Abstract
ABSTRACT
Social Media plays an increasingly important role as an information source for
travellers. Among the other generations, Generation Y travellers show special
attraction to use social media for their information searching behaviour. Considering
that this research is mainly focused on investigating, how do Social media affect the
intention and behaviour of Generation Y travellers in Domestic Tour Planning? With
the quantitative analysis method. Hence, the objectives of this research are to identify
the Determinants that affect using social media to plan their domestic tours, the impact
of the intention of using social media for tour planning on the actual usage of social
media for domestic tour planning and the role of experience in the relationship between
intention to use social media and actual usage of social media for domestic tour
planning. According to that, stratified sampling and conveniences sampling techniques
have been used to select the appropriate sample of 200 domestic travellers among the
generation Y domestic travellers in Sri Lanka. A questionnaire with Five-Point Likert
scale questions is physically distributed to the respondent at the selected research sites
to collect data. This study uses Structural Equation Modelling (SEM) with the Smart
PLS. Confirmatory factor analysis is used to analysis the research model and identified
the factors that affect intention, by the descriptive analysis. the results show that
Perceived Behavioral Control, Perceived Ease of Use and subjective norms are
positively affected the intention of social media usage of the Generation Y domestic
travellers and the intended impact on the actual behaviour on social media usage for
planning domestic tours. And also the travellers' experience positively moderate the
relationship between intention and the actual behaviour. Tourism marketers can gain
an understanding of the issues and the opportunities through this study and reconstruct
their social media marketing activities with this new knowledge.
Keywords: Generation Y Domestic travellers, Social media, Tour planning,
Behavioral intention, Actual behaviour
Description
Keywords
Hospitality, Tourism and Events Management degree programme (HTE)