Evolving on the digital marketspace: from generic social media to a digital tourism platform

Abstract

Purpose – This study aims to explore the factors influencing tourist consumers to use generic social networking sites as tourism platforms. Design/methodology/approach – Data collected from Chinese consumers who use social networking sites for tourism purposes were used to test an extended version of the Unified Theory of Acceptance and Use of Technology 2, which adds two new constructs – platform reputation and social interactive value – to the existing framework. Findings – The findings indicated that hedonic motivation is the strongest factor influencing behavior, followed by performance expectancy and social interactive value. Practical implications – This research provides a workable framework within the domain, guiding developers and operators of social networking sites. In addition, it provides strategic guidance for tourism marketers, helping them leverage social networking sites more effectively for marketing purposes. Originality/value – This study enhances the attractiveness and practicality of social networking sites in tourism scenarios, effectively promoting the digital development process of the tourism industry.