Abstract
This research focuses on the relationship of self-congruity and perceived social value with the interpersonal connections established by Generation Y tourists in virtual social networks. A quantitative study was performed using a sample of young travelers from Spain. The methodologies of Confirmatory Factor Analysis (CFA) and Structural Equation Models (SEM) were used to analyze the results. The findings of the research show that self-congruity influences the perceived social value; the perceived social value leads to satisfaction and the creation of interpersonal connections in virtual social networks; and the interpersonal connections in virtual social networks influence the use of these tools by Generation Y travelers.
Highlights
Generation Y (Millennials) is an important group of travelers in current tourism
First of all, regarding the model fit index of the model built in this study, the following indices were examined: Normed fit index (NFI); Comparative Fit Index (CFI); Incremental Fit Index (IFI); Goodness-of-fit index (GFI); Adjusted goodness-of-fit index (AGFI); Root mean square error of approximation (RMSEA)
In order to accept good fit, these indices should be higher than a series of values recommended in the literature [44]: NNFI > 0.90; CFI > 0.90; GFI > 0.90; RMSA < 0.08; Standardized root mean residual (SRMR) < 0.08
Summary
They are young consumers who seem to feel the need for traveling and living new experiences more than previous generations did They are a key target for many companies. Two constructs seem to affect the use of virtual social networks in current tourism: self-congruity and perceived social value. The conclusions presented in previous studies suggest that there is a need for research regarding the motivations of Generation Y consumers when they travel, as well as the impact of virtual social networks in their decisions before, during and after their trips [3,4,5,6,7,8]. This study can add knowledge to the current literature on perceived social value and self-congruity, by analyzing the influence of these constructs on the creation of interpersonal connections in virtual social networks among Generation Y tourists
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