Developing a model for online social travel networks in the tourism industry

Abstract

The importance of the online social travel networks for tourism businesses is gaining new attention in the academic literature. This paper utilizes the Technology Acceptance model (TAM) to investigate key variables that affect the use of an information system with respect to Korean tourists. According to the TAM model, the antecedents of actual acceptance of the information system are positively related to both the roles of usefulness and ease of use. The antecedent of the intention of future use is also derived from the attitude towards the information system. As tourism is an intangible and information- intensive industry, the communication and the relationships between service providers and travellers represent a vital factor in travel marketing. In order to better predict and increase user acceptance, tourism management needs to better understand the reasons for people accepting or rejecting the information system. This can help to understand the key variables for end-users to accept and use the information technology that enhances information search behaviour. This paper aims to establish research propositions in the context of TAM model and to identify critical factors influencing user intentions to utilize internet in an online travel network, namely TripAdvisor. Six propositions were developed for future testing. The conceptual model proposed hopes to explain the antecedents of user acceptance in an attempt to suggest managerial practices for increasing online travellers’ practical value for using the information system