The relationship among tourists' persuasion, attachment and behavioral changes in social media

Abstract

In recent years, individual travelers are in a situation where they have to search through more information than ever before via diverse smart devices. Social media has become an important role in dispersing travel information. Unlike other types of communication media, social media not only provides users with information, but also allows them to identify who the source of the information is. Our study found that, firstly, argument quality affected neither the informational influence nor attachment, secondly, source credibility had statistically significant impacts on all the variables of informational influence, attachment, and normative influence, thirdly, network externality also had statistically significant impacts on all the variables of informational influence, attachment, and normative influence, and finally, informational influence, attachment, and social media normative influence were predictors of travelers' behavioural changes. This study formulated a theoretical framework and empirically analyzed the travelers' behaviors using social media using the elaboration likelihood model, reference group influence theory and attachment theory. Practically, social media platforms should promote source credibility and network externality. Tourism marketing organizations should build attachments with social media users and should utilize profile and reputational reviewers.