This paper aims to investigate antecedents of using non-travel-specific social media (specifically Facebook) for travel decision-making before a leisure trip.
Based on an online survey of 426 young travel consumers from Italy and Sweden, this work applies structural equation modeling and multi-group analysis.
The study finds support for most of the conventional TAM-related constructs: perceived usefulness, perceived enjoyment and intention, while ease of use is not found relevant in this context.
Results shed light on the antecedents of using non-travel specific social media in two countries. Future research might focus on validating the factors identified and add others that might shape usage in the selected countries. Future studies could further investigate possible differences arising from culture, country of origin and age. The analysis can also be extended to other countries.
The analysis might help managers in the hospitality and tourism sector by providing an understanding of the cognitive factors which determine travelers’ decision to use Facebook for trip planning. Thus, managers should get to know these factors in their effort to influence social media in hospitality and tourism settings.
The findings offer interesting perspectives on the applicability of conventional models to the context of non-travel-specific social media platforms. The exploration of cross-cultural differences also adds to the extant body of knowledge.
