Extending the UTAUT Model to Examine the Influence of Social Media on Tourists’ Destination Selection

Authors

  •   Nidhi Sharma Research Scholar, University School of Business, Chandigarh University, Gharuan, Mohali – 140 413, Punjab
  •   Bhanupriya Khatri Associate Professor, University School of Business, Chandigarh University, Gharuan, Mohali - 140 413, Punjab
  •   Shad Ahmad Khan Assistant Professor, College of Business, University of Buraimi, Al Buraimi
  •   Mohd Salman Shamsi Assistant Professor (Corresponding Author), Symbiosis Institute of Business Management, Nagpur (Constituent of Symbiosis International (Deemed University), Pune), Symbiosis International (Deemed University) Nagpur Campus, Wathoda, Nagpur - 440 008, Maharashtra

DOI:

https://doi.org/10.17010/ijom/2023/v53/i4/172689

Keywords:

Social Media

, Tourism, Destination, Consumer Behavior, Destination Selection, Tourist Behavior, UTAUT Model, PLS-SEM.

Paper Submission Date

, July 5, 2022, Paper sent back for Revision, March 1, 2023, Paper Acceptance Date, March 15, Paper Published Online, April 15, 2023

Abstract

Purpose : The main goal of this study was to examine social media’s influence on tourists while selecting a destination.

Methodology : The data were gathered using a purposive sampling technique from 340 visitors of tourist destinations in tri-city (Chandigarh, Mohali, and Panchkula) and Delhi. The sampled group consisted of travelers who accessed social media platforms. PLS-SEM 3.3.3 version was used for data analysis.

Findings : When it comes to the selection of destinations, social media has a significant influence on visitors’ decision-making. The results of this study revealed that performance expectancy, social influence, perceived risk, effort expectancy, and perceived trust significantly influenced behavioral intentions to use social media for destination selection. The determinants, such as habit and behavioral intentions, influenced tourists’ actual usage of social media.

Implications : The study’s findings are meant to provide the major participants in the tourism industry with insights into tourists’ behavior. All the parties involved in the tourism business must understand the pertinence of social media. To reach customers who prefer to use technology-based solutions, social media networking sites are essential. Also, including social media in a marketing strategy makes it possible to provide users with adequate and necessary information.

Originality : This research concentrates on web-based technology, such as social media, to better understand how it influences visitors when they use these technologies to choose their destinations by posing questions to scholars and practitioners.

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Published

2023-04-14

How to Cite

Sharma, N., Khatri, B., Khan, S. A., & Shamsi, M. S. (2023). Extending the UTAUT Model to Examine the Influence of Social Media on Tourists’ Destination Selection. Indian Journal of Marketing, 53(4), 47–64. https://doi.org/10.17010/ijom/2023/v53/i4/172689

Issue

Volume 53, Issue 4, April 2023

Section

Articles
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Europe PMC

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