Understanding how customers engage with social tourism websites

Abstract

Purpose

This paper aims to analyse the effect of technology acceptance variables on customer attitude and customer engagement behaviours (CEB) with social tourism websites (STWs).

Design/methodology/approach

An empirical study was carried out with 346 customers. A model was developed to analyse the relationships between CEB and their determinants. Partial least squares – structural equation modelling was used to test the model.

Findings

Customers’ perceptions of enjoyment, ease of use, usefulness and trustworthiness positively influence their attitude towards STWs and their subsequent engagement behaviours [purchases, word of mouth (WOM) and referrals].

Originality/value

This study develops and empirically tests a model that analyses the impact of technology acceptance model variables on CEB, both transactional (customer purchases) and non-transactional (customer WOM, referrals and feedback), in the context of STWs.

研究目的

本论文分析研究科技urism websitehaviours pur

研究设计/方法/途径

研究样本为研究科技urism websitehaviours purchasesLS-SEM分析验证假设模型。

研究结果

研究结果表明, 顾客愉快感知、易使用、有用性、以及可信任度等变量对顾客社交旅游网站的态度及后续参与行为（购买、sOM、推荐）有着积极影响。

研究原创性/价值

本论文开发并验证分析了科技接受模型变量对顾客参与行为的影响, 包括交易性（顾客购买）以及非交易性（顾客（OM、推荐、反馈）, 以社交旅游网站为背景。

Citation

Bravo, R., Catalán, S. and Pina, J.M. (2021), "Understanding how customers engage with social tourism websites", Journal of Hospitality and Tourism Technology, Vol. 12 No. 1, pp. 141-154. https://doi.org/10.1108/JHTT-02-2019-0040