Tourism destinations information seeking and dissemination behaviors on social networking sites

Nguyen Minh Dang () and Vo Thanh Thao
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Nguyen Minh Dang: Xuan Oanh Trading and Services Limited Liability Company, Vietnam
Vo Thanh Thao: SaigonTourist College, Vietnam

HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE - ECONOMICS AND BUSINESS ADMINISTRATION, 2015, vol. 5, issue 1, 91-110

Abstract: Social networking sites (SNS) are a modern form of communication used by the young people across the world. Many young people discuss on forums and exchange information, opinions on SNS. This study empirically examines the effects of consumer opinion leadership (COL) and consumer susceptibility to interpersonal influence (CSII) on young people’s tourism destinations information seeking and dissemination behavior on SNS from consumers’ point of view. The study aimed to answer the following questions: Does COL and CSII affect young people’s tourism destinations information seeking and dissemination behavior on SNS? Is there gender difference in young people’s tourism destinations information seeking and dissemination behavior on SNS? The data generated from various instruments were organized into emerging themes to validate the findings. The results indicated COL and CSII only affected tourism destinations information seeking and dissemination behaviors on SNS of young people. Gender was not supported by the research. These findings suggest that, marketing activities and tactics should be engaged to attract opinion leaders.

Keywords: Consumer opinion leadership; consumer susceptibility to interpersonal influence; social Networking Websites (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:bjw:econen:v:5:y:2015:i:1:p:91-110

DOI: 10.46223/HCMCOUJS.econ.en.5.1.79.2015

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