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All Journal ASEAN Journal on Hospitality and Tourism Journal of Tourism Sustainability
Khan, Safdar
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Humanities Decision Sciences, Operations Research & Management Engineering Social Sciences

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Unveiling the Social Media Magic How TAM, TPB, and Trust Shape Behavior Intentions in the Tourism Sector Khan, Safdar; Adil, Mohd; Rehman, Asad
Journal of Tourism Sustainability Vol. 5 No. 2 (2025): Volume 5 Number 2 (2025)
Publisher : Politeknik Negeri Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35313/jtospolban.v5i2.150

Abstract

Currently, social media plays a pivotal role in the tourism industry, shaping travelers' intentions. In this research, a comprehensive context that combines the TAM proposed by Davis (1989), TPB introduced by Ajzen (1991), and trust is utilized to investigate Social Media Impact on Behavior Intention in the Tourism Sector. In this research, a convenience sampling approach was employed. The data was gathered using an online questionnaire shared via social network pages between October 10, 2023, to November 20, 2023. Hypothesis testing was carried out using the PLS-SEM method, utilizing SmartPLS 3.0 as the statistical analysis software. The study's results showcase the success of merging the theory of planned behavior, technology acceptance model, and trust into a sturdy framework. This model effectively reveals social media impacts behavioral intentions in the tourism industry. Importantly, all hypotheses were confirmed, underscoring the framework's importance in understanding consumer behavior regarding social media and its impact on travel choices. This research delves into how social media affects travel destination choices for Indian consumers. It provides valuable insights into the behavioral intentions of key players in the travel industry, including online tourism businesses, tour managers, and organizers. This study is limited to the Indian context. It offers a distinct contribution by conducting a thorough analysis of the existing research panorama concerning Unveiling the social media Magic: How TAM, TPB, and Trust Shape Behavior Intentions in the Tourism Sector.
Unveiling the Dynamics: An Inclusive Study on How Social Media is Impacting Purchase Intentions in the Ever-Evolving Travel World Khan, Safdar; Rehman, Asad; Zaman, Omama
ASEAN Journal on Hospitality and Tourism Vol. 23 No. 2 (2025):
Publisher : Centre For Tourism Planning and Development

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5614/ajht.2025.23.2.03

Abstract

This research explores the notable changes brought about by“social media on consumers' buying intentions in the travel sector. To achieve this, we utilized Davis's Technology Acceptance Model (TAM) from 1989, while introducing two additional factors: Trust and Tourists' Motivation, alongside Electronic Word-of-Mouth (E-WOM). The study employed a convenience sampling method and gathered data through an online survey instrument. Participants included Indian customers, and the collected data was analyzed using PLS 4.0 software. Results indicate that integrating TAM with elements of tourist motivation, trust, and E-WOM provides a robust framework for understanding how social media is shaping purchase intentions in the dynamic travel industry. The study highlights the necessity for further investigation into this topic, which will enhance our comprehension of the various factors influencing how social media impacts purchasing intentions in the continually evolving travel landscape. It is important to note that the research is focused solely on the Indian market. This research stands out by specifically examining the role of social media in influencing purchase intentions within the travel sector. Although social media has been extensively studied in other areas like fashion and hospitality, this study contributes a new perspective on its empathetic effects.
Co-Authors Adil, Mohd Rehman, Asad Zaman, Omama