Tourism destinations information seeking and dissemination behaviors on social networking sites

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.