The Influence of SNS Characteristics on Tourist Attractions Preference : Focus on China
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초록
Purpose - The rapid spread of SNS and increase of SNSusers have heralded great changes in the tourism industry. Therefore, this study focused on how SNS characteristics- usefulness, convenience, interactivity, and intimacy - influence diffusivity, reliability and, consequently, user's preference for touristattractions. Research design, data, and methodology- This study is designed not only to collect data with a questionnaire survey butalso to test hypotheses with SEM by SPSS 18.0 and AMOS18.0. Results- Usefulness, interactivity, and intimacy positively affect diffusivity, whereas convenience does not positively affectdiffusivity. In addition, intimacy has a negative influence onreliability. However, diffusivity and reliability have positive impacts on the preference for tourist places. Conclusions - Certain characteristics of SNS facilitates thespreading of SNS tourist information. Usability and interactivityhave positive impacts on the reliance of tourist information. Better communication can enhance the reliance of travelinformation. The influence of spreading tourist information has apositive influence on its reliance. Extension and reliance canhave positive effects on the preference for tourist attractions.
Abstract
Purpose - The rapid spread of SNS and increase of SNSusers have heralded great changes in the tourism industry. Therefore, this study focused on how SNS characteristics- usefulness, convenience, interactivity, and intimacy - influence diffusivity, reliability and, consequently, user's preference for touristattractions. Research design, data, and methodology- This study is designed not only to collect data with a questionnaire survey butalso to test hypotheses with SEM by SPSS 18.0 and AMOS18.0. Results- Usefulness, interactivity, and intimacy positively affect diffusivity, whereas convenience does not positively affectdiffusivity. In addition, intimacy has a negative influence onreliability. However, diffusivity and reliability have positive impacts on the preference for tourist places. Conclusions - Certain characteristics of SNS facilitates thespreading of SNS tourist information. Usability and interactivityhave positive impacts on the reliance of tourist information. Better communication can enhance the reliance of travelinformation. The influence of spreading tourist information has apositive influence on its reliance. Extension and reliance canhave positive effects on the preference for tourist attractions.
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