Elaborating the Willingness to participate in social media with an Emphasis on the intermediary role of the customers’ perceived value

Abstract

The expansion of social media has led to the tourism industry’s concentration on the use of Instagram pages, and many tour agencies use this method for attracting tourists. The last second is one of the favorable Instagram pages in this area. The present study tries to elaborate on the willingness to participate in social media with an emphasis on the perceived value of the customers intending to buy last-second traveling tour tickets. This study is applied research considering the study objectives. The required data have been collected based on field research. Use has also been made of questionnaires for gathering information. The study population included Instagram users of last-second traveling tours. Non-probability convenience was the method of choice for sampling. 375 individuals were selected through the use of the Cochran Formula for an unlimited the study population. In order to investigate the reliability of the questionnaire, use was made of Cronbach’s alpha coefficient, which was obtained above 0.7 for all of the variables. The data analysis was carried out by means of SPSS22 and SMART PLS3.