Role of Social Networking Sites on Shaping Students’ Attitude Towards Ecotourism: A Study on University Students of Bangladesh

H. M. Kamrul Hassan ()
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H. M. Kamrul Hassan: University of Chittagong

Chapter Chapter 8 in Technology Application in the Tourism and Hospitality Industry of Bangladesh, 2021, pp 127-145 from Springer

Abstract: Abstract The purpose of this paper is to aim to identify the antecedents of attitudes and intention towards ecotourism while using social networking sites (SNSs). In the tourism industry, the importance of social networking is proliferating. However, very few studies have researched the predictors of attitude towards ecotourism in context of SNSs. This study was conducted by extending the Technology Acceptance Model (TAM) and applying it to a broad sample of university students of Bangladesh. Data were primarily collected from a survey of university students from public universities in Chattogram, the business capital of Bangladesh. Students were preliminarily selected, focusing on different profiles such as male/female, age, education level, user experience of SNSs, knowledge about ecotourism and commonly used SNSs types. SPSS and SmartPLS 2.0 software were used to analyze and test hypotheses. After applying bootstrapping technique, the authors observed that perceived trustworthiness have a robust positive effect on attitude towards ecotourism, followed by perceived ease of use and social influence. This study serves as a contribution towards the better understanding of the factors that may influence attitudes towards ecotourism. It can contribute to future research related to ecotourism.

Keywords: Ecotourism; Social networking; Trustworthiness; Social influence; Ease of use (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-981-16-2434-6_8

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DOI: 10.1007/978-981-16-2434-6_8

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