Abstract
Purpose This paper aims to analyze the adoption of social media platforms by tourists in Pakistan. Based on an adaptation of the technology acceptance model (TAM), this study assesses the factors that lead users to adopt these platforms. Design/methodology/approach A survey was administered to a convenience sample of 399 travelers who use social media in Pakistan. A Confirmatory factor analysis was conducted using AMOS to evaluate convergent and discriminant validity as well as composite reliability. Structural equation modeling was applied to examine the causal relationship among all proposed constructs. Findings The findings reveal that the perceived usefulness (PU) and perceived ease of use (PEoU) of a social media platform positively impact the behavioral intention of its users. The proposed constructs of compatibility, enjoyment, user expertise and e-trust all demonstrated their crucial roles in the adoption of a social media platform for tourism-related activities by enhancing the platform's PEoU and usefulness. Originality/value This research validates the relationship between PEoU and PU of a social media platform in the hospitality industry. Interestingly, this study has expanded TAM by validating the addition of four more constructs, (1) compatibility, (2) enjoyment, (3) e-trust, and (4) expertise, to add worth to this model regarding the understanding of social media usage in this specific industry. The findings are valuable both for managers and policymakers in the tourism sector in Pakistan, as the latter can utilize the results to entice a larger segment of social media users to the tourism industry.
Highlights
1.1 BackgroundIn 2019, 3.48 billion people across the different corners of the world were identified as social media users that figure having grown by roughly 8% since the same time in 2018 (Kemp, 2019)
According to the first hypothesis, there is a positive relationship between compatibility and perceived usefulness (PU) and between compatibility and perceived ease of use (PEoU)
Like everywhere else in the world, this phenomenon is vividly visible in Pakistan, as evident from the ever-increasing numbers of social media users and business units investing in an online presence
Summary
1.1 BackgroundIn 2019, 3.48 billion people across the different corners of the world were identified as social media users that figure having grown by roughly 8% since the same time in 2018 (Kemp, 2019). Most marketers today believe that social media platforms have become a vital medium for their corporate and product strategies (Ramadan and Farah, 2017) as it has turned into a key constituent from of customers’ everyday lives (Ramadan et al, 2018). These platforms have had a significant impact on the tourism sector (Jansson, 2018; Law et al, 2009). This has been further catalyzed by the everevolving technology sector, which has allowed for the rapid growth and advancement of various useful platforms
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