The effect of motivational factor for using SNSs on tourist attitude

JeongHee Noh (), Kwang-Woo Lee () and Jinsoo Hwang ()
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JeongHee Noh: Daegu University, Department of Tourism Management, College of Economics and Business, Gyeongsangbuk-do, Republic of Korea
Kwang-Woo Lee: Daegu University, Department of Tourism Management, College of Economics and Business, Gyeongsangbuk-do, Republic of Korea
Jinsoo Hwang: Sejong University, Department of Foodservice Management, College of Hospitality Tourism Management, Seoul, Republic of Korea

Tourism and Hospitality Management, 2017, vol. 23, issue 2, 185-194

Abstract: Purpose – This research examines the relationship between motivational factor in regards to writing comments and tourist attitude. Specifically, the study (a) explains the relationships between motivational factors and tourist recommendation intentions on SNSs, and (b) evaluates the factors influencing recommendation intentions on SNSs. Design – To develop a useful marketing strategy in the Social Networking Site (SNS) environment in Korea tourism, it is important to identify the relationship between the motivational factors regarding the reasons for writing comments and tourist attitude to suggest effective tourism marketing on SNSs due to the growing interest in Korea tourism among Chinese students and tourists. Methodology – The measurement items were adapted for an SNS setting from published studies related to the hospitality and tourism field. All of the measurement items were based on a 7-point Likert-type scale. Finding – The results offer valuable suggestions to SNS firms and marketers with important insights into the quality of SNS contents for developing marketing strategies. Originality – For further utilization as an effective bridging tool between SNS users, more detailed understanding of the developed approach for using SNSs is provided.

Keywords: Motivational Factor; E-WOM (Electronic Word-Of-Mouth); SNS (Social Networking Site) (search for similar items in EconPapers)
JEL-codes: L83 (search for similar items in EconPapers)
Date: 2017
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Persistent link: https://EconPapers.repec.org/RePEc:tho:journl:v:23:y:2017:n:2:p:185-194

DOI: 10.20867/thm.23.2.5

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