Tourism destinations information seeking and dissemination behaviors on social networking sites

UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business Nguyen Minh Dang TOURISM DESTINATIONS INFORMATION SEEKING AND DISSEMINATION BEHAVIORS ON SOCIAL NETWORKING SITES STUDENT ID: 22120120 SUPERVISOR: LUU TRONG TUAN, PH.D Ho Chi Minh City - Year 2014 ° Acknowledgments Firstly, I would like to express my deepest appreciation to my supervisor Dr Luu Trong Tuan for his professional guidance, valuable advice, continuous encouragement, and motivated support that made this thesis possible I would like to express my deep gratefulness to Professor Nguyen Dong Phong, Professor ' Nguyen Dinh Tho and Dr Tran Ha Minh Quan for their precious time as the members of × ISB Research Committee, which gave me some useful comments and meaningful suggestions All of their comments and suggestions were contributed importantly in my completion of this research I would like to express my grateful thanks to my friends who participated in filling the questionnaires and provided the valuable information for this study I wish to express my deep gratitude to my family for their spiritual support and encouragement during the time of study Ho Chi Minh City, Vietnam, ' TABLE OF CONTENTS INTRODUCTION .1 1.1 Statement of the Problem 1.2 Objectives of the Study 1.3 Scope of the Study 1.4 Research Contributions 1.5 Research Structure LITERATURE REVIEW 2.1 Web 2.0 2.2 Social Networking Sites (SNS) .8 2.3 Tourism Destination .13 2.4 Consumer Opinion Leadership (COL) 14 2.5 Consumer Susceptibility to Interpersonal Influence (CSII) 17 2.6 Gender Differences 20 RESEARCH METHODS 23 3.1 Research Procedure 23 3.2 Qualitative Research Deslgn 24 3.3 Quantitative Research Design .25 DATA ANALYSIS 31 4.1 Descriptive Analysis 31 4.2 Measurement Assessment 32 4.3 Hypotheses Testing .37 , 4.4 Discussion and Implications 41 CONSLUSIONS, LIMITATIONS AND RECOMMENDATIONS 45 l Research Finding 45 5.2 Managerial Implications 45 5.3 Limitation and Future Research .47 5.4 Conclusions 50 APPENDICES 64 LIST OF FIGURES Chapter Figure 2.1: The Three Dimensions of Web 2.0 Figure 2.2: Factors Influencing the Consumer’s Decision Making Process 11 Figure 2.3: Research Model 22 Chapter Figure 4.1: Revised Research Model 37 Figure 4.2: Histogram 40 Figure 4.3: Normal P-P of Regression Standardized Residual 40 Figure 4.4: Final Research Model 44 LIST OF TABLES Chapter Table 2.1: Definitions of SNS .9 Chapter Table 3.1: COL scale 25 I Table 3.2: CSII scale 26 Table 3.3: Scale of Seeking and Dissemination Behaviors 26 Table 3.4: Cronbach’s Alpha Reliability Coefficient .28 Chapter Table 4.1: Demographic Statistics of the Respondents 31 Table 4.2: Scale Reliability .32 Table 4.3: KMO and Bartlett’s Test of Independent Variables 33 Table 4.4: Total Variance Explained of Independent Variables 33 Table 4.5: Factor Loading of Independent Variables 34 Table 4.6: KMO and Bartlett’s Test of Dependent Variables 35 Table 4.7: Total Variance Explained of Dependent Variables 35 Table 4.8: Factor Loading of Dependent Variables 36 Table 4.9: Pearson Correlation Coefficient for Sharing Behavior 37 Table 4.10: Summary Output of Regression Analysis for Sharing Behavior 38 Table 4.11: Hypotheses Testing .41 Tourism destination seeking and sharing 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 i consumers’ point of view Most girls and women, boys and men are socialized into distinct speech communities Hence the research also discusses and explores the differences and similarities between the perceptions of men and women towards the use of SNS (Facebook, Twitter Google +, Zing me .), and how gendered socialization is manifested on their usage because not all women learn and use a feminine style of communication and also not all men learn and use a masculine style of communication (Wood, 2007) Specifically, 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 was organized into emerging themes to validate the findings The results indicated that COL and CSII only affected tourism destinations information seeking and dissemination behaviors on SNS of young people It means that opinion leaders tend to seek and share more tourism destinations information Thus, marketing activities and tactics should be engaged to attract opinion leaders Gender was not supported by the research It emerged that, young men and women tend to perceive and share their experiences related to their tourism experiences on SNS in the same way in the context of Vietnam “ The research findings also engage with some limitations in the strength of measurement scale, the sampling method as well as the fitness between the research model and data It result s in the valuable directions for further researches in future Tourism destination seeking and sharing behaviors on social networking , sites Chapter INTRODUCTION 1.1 Statement of the Problem Since the development of the Internet, social networking sites (SNS) have grown rapidly in popularity Modern SNS are increasingly used in business, creating new channels for , consumers to connect with companies and other customers Young people are the most popular user of SNS They can find or share information of some destinations they had visited on the SNS And they are also an important market segment of the tourism This study aims to explore tourist destination information seeking and dissemination behavior with regard to information about SNS to help marketers and researchers understand young consumers and social media marketing more clearly The trend of using social network sites (SNS) is a globally widespread phenomenon SNS such as Facebook and Twitter have approximately 465 million, 115 million, and to million global users respectively (Wong et at., 2010) The Report by ComScore shows that more than 770 million users visited SNS in July 2009, and SNS reached almost 70% of the total global online audience (Nguyen, 2010) In USA, 73% of wired American teens and 47% of online adults use SNS (Lenhart et at., 2010) Approximately 24% of the Malaysia population use Facebook (Wong e/ at., 2010) Media Metrix Report stated that 67% of Malaysian Internet users are SNS users (Nguyen, 2010) According to a new survey conducted by the UK Online Measurement Company (UKOM), the British spend more time • on social networks and blogs than any other online activity (Burrows, 2010, cited in Mun, Li & Fernandez, 2011) SNS are web-based services providing the functions of creating a public or semi-public profile that displays a list of other users with whom they are linked to (Boyd & Ellison, 2008) SNS consist of various features such as a profile page, which contains the individual user’s personal information like location, education background, status, birthday information, and interests among other things Other features available on SNS include Tourism destination seeking and sharing behaviors on social networking sites photograph or image albums, list of connections that they have approved of, wall for posting comments, instant and email messaging options Users are also able to create and join groups, as well as organize events and make announcements on SNS Since the introduction of SNS in 2004, there has been a rapid and dramatic growth of its usage, which has changed the purpose, and functionality of the Internet (Kelly, Kerr & Drennan, 2010) SNS provide an engaging, interactive platform with a greater control of ' information flow for their users SNS are used for developing relationships, disseminating information, expanding social networks, entertainment, etc Previous research suggested that SNS mainly support pre-existing social relations (Boyd & Ellison, 2007) In addition, research found that SNS are more likely to be used by youth as an avenue for communication and hanging out with friends (Hempel, 2005) Similarly, connecting with friends was found to be the main reason of SNS usage among 91% of the American teens (Lenhart & Madden, 2007, cited in Boyd & Ellison, 2007) Therefore, SNS now serve extensively as a large network for developing relationships and peer-to-peer , communication The use of SNS among youth is related to the attitude towards SNS Although past studies have shown a negative attitude towards SNS, the majority viewed SNS favorably (Hirst e/ at., 2012) Recently, those who see it as a golden opportunity to reach their target market have adopted SNS as a new medium for advertising Although past studies generally indicated a negative attitude towards advertising (Wang et at., 2002), the attitude towards advertising on SNS should be re-evaluated since it is a new medium consisting of novel and “ interactive applications Eun and Kim (2009) argued that consumers’ attitude toward Web advertising may not be the same as their attitude toward the Web as a medium itself Ducoffe (1996, cited in Eun & Kim, 2009) claimed that media context have a significant influence on the advertising value The factors affecting attitude toward advertising are “Entertainment”, “Informativeness”, “Demographic”(Wang ei ml., 2002) “Interactivity”, “Irritation”, “Credibility”, and Tourism destination seeking and sharing behaviors on social networking sites The extensive use of SNS is not only a trend among consumers Likewise, the increased usage of SNS can be observed in many organizations Many firms such as Whole Food Market, Johnson & Johnson, and McDonald’s are using SNS to increase brand image (Dragger et at., 2010) Professional service firms also utilize SNS as a marketing tool to execute social media marketing plan in order to achieve the firms’ goals (Dragger ct at., 2010) Thus, advertisers adopting SNS should provide relevant and added value commercial , message to their advertisements (Kelly, Kerr & Drennan, 2010) The most visited online social network is Facebook, founded in 2004 and with over 600 million users and presence in over 70 countries (Carlson, 2011) Facebook allows users to create a profile of them and explore the profiles of others, gaining an insight into others’ lifestyle and interests (Acar & Polonsky, 2007) In Vietnam, according to Vinalink Media Company (2011), about 53% Internet users (15 million people) were using at least one social network Many Facebook users suggested that information shared on SNS were ' always cared and attracted, especially photos from a journey they had passed For these reasons, young people are the focus of this study SNS are mostly for young consumers (Cha, 2009) This is a channel for them to interact with others In the US, college students browse Facebook an average of 10—30 minutes daily (Ellison e/ at., 2007), responsible for $200 billion annually in expenditures, or as much as “half the spending in the economy” (Djamasbi ct at., 2010) It would be a great channel for the tourism economy to invest In the context of Tourism Malaysia, the launch of the latest Tourism Malaysia Internet advertising was claimed to reflect the significance of the internet as the most preferred media platform from which travelers can obtain travel information , (Yaakop & Hemsley-Brown, 2013) Previous studies also highlight the important of the Internet as a marketing tool to advance tourism (Wu e/ at., 2008; Mills ct at., 2007) In the context of SNS, gender likely affects information dissemination behaviors (Magnuson & Dundes, 2008) Gender differences were investigated in various contexts in Information Systems literature such as computer-related attitudes and behaviors (Whitley, 1997); use of e-mail (Gefen & Straub, 1997); video games (Bilgihan e/ at., 2013); and e-learning T0Uf1Sm destination seeking and sharing behaviors on social networking sites ' (Gonzalez-Gomez e/ at., 2012) Although there were no studies have investigated such behaviors across genders in relation to tourism, but previous studies reveal that gender differences exist in the use of SNS (Lu & Hsiao, 2009; Schler e/ at., 2005; Trammel & Keshelashvili, 2005) To examine consumer characteristics, the theoretical foundations for this study derive from marketing literature: consumer opinion leadership (COL) and consumer susceptibility to interpersonal influence (CSII) These traits likely are important in , SNS, because consumers can influence one another in various ways: as role models, as imitators of purchase and consumption behavior, as spreaders of message through word-ofmouth, and as advisors to other consumers with less knowledge or experience with shopping (Flynn ct at., 1996) 1.2 Objectives of the Study This study aims to investigate the relationships between young people’s behaviors and explores what are the antecedents of tourism destinations information seeking and dissemination behaviors of them within the context of SNS To conform to those general goals, the study aims to answer the following research questions: Does consumer opinion leadership (COL) affect young people’s tourism destinations information seeking and dissemination behavior on SNS? Does consumer susceptibility to interpersonal influence (CSII) affect young people’s tourism destinations information seeking and dissemination behavior on SNS? 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Do you look for tourism destination information on SNS? › Do you click on ads of deals and coupons about tourism destination on SNS? Tourism destination seeking and sharing behaviors on social networking sites 6S I Information Sharing Do you update status on Facebook about a tourism destination you have been to? Do you check in locations of a tourism destination on SNS? Do you upload photos on SNS about your tourism destination experience? No Item 1 5 Strongly disagree Strongly agree Consumer Opinion Leadership (COL) My friends and family often ask my advice about SOlTlé tourism destination I sometimes influence my friends’ choices tourism destination My friends come to me more often than I go to them for information about tourism destination 5 J I can think of at least two people whom I have told about choosing tourism destination in the last six months Consumer Susceptibility to Interpersonal Influence (CSII) I often consult other people to help choose the best tourism destination 12 If I have little experience with a tourism destination, often ask my friends about it 13 I frequently gather information from friends and family about a tourism destination before I go Tourism destination seeking and sharing behaviors on social networking sites › 66 Phieu khao sét “Hénh vi tim kiem vé chia se thong tin dJa diem du lJ ch cua nien Vip:I Nam tren mpng xa hpi“ Xin chao Anh/Ch|, Tfii ten la Nguyen Minh Dang, la hpc vién cao hpc ciia Vi(n Dao Tao Quoc Té (ISB) Truéng Dai Hpc Kinh Té Tp.HCM Hi(n toi dang nghién cuu de tai "hanh vi tim kiem va , chia sé dia diem du lich cua nién Vi(t Nam trén mang xa hoi" Toi rat mong nhan dirpc su ho trp cua c:ic Anh/ ChJ bang c:ich tra lcii ban cau hoi khao siit bén ducii Cac cau ' tra lcii khach quan ciia cac Anh/ Chi déu co y nghia va gia tri rat lcin dcii vcii de Hi nghién ctiu Thong tin cii nhan ngucii tra l‹ii duoc cam két bao mat, khong tiét lo ngoiii, toan bo noi dung trii Hi biin cau hoi ciia Anh/ Chi duoc phuc vu cho muc dich nghién ctie khoa hpc Chan c:inn on Anh/ Chi, Nguyen Minh Dang MO TA MANG XA HOI (Social networking sites) Mang xa hoi (Social networking sites) - mot cuoc c:ich mang ve cong ngh( - lit mang ducic tao de tu than no lan rong cong dong thong qua cac tuong t:ic ciia cac vién chinh cong dong Mpi vién mang xa hoi ciing két noi va moi ngu‹ii la mot mat xich de tao nén mot mang lucii rong n truyén tai thong tin Hi(n c:ic trang mang xa hoi bién ci Vi(t Nam la Facebook, Twitter, Zing Me, Google+ Anh/ Ch| vui long diinh dau “x” vao o O lua chpn Vui long cho biét Anh/ Ch| co su dung mang xa hoi (Facebook, Google+, Twitter ) hay A Pharr 1: Thfing tin chung - Vui long dién gioi tinh ciia Anh/ Chi: O Nam O Nii Tourism destination seeking and sharing behaviors on social networking sites 67 18 — 25 26 -35 36 — 45 O Facebook O Twitter O Zing me O Google+ Vui long d:inh dau “x” vao O Kh:ic O Other so phii “Khong he” den = “Rat thuéing xuyén”; v:i = “Hoan toan khong dong y” den “Hoan toan dcing y”) Sfi thfr try Thang Noi dung cau hoi Khfi ng he R it thirimg xuyén Tim kiém thfing tin trén m;jng xa hoi Anh/ Ch| co tim kiem thong tin ve diem den du lich trén trang in g xa hoi khfing? Anh/ Chi co thuéng nh n v:to c:ie muc qu:ing c:to ve chuong trinh gi:inn gi:i vii khuyén mai ve diem den du lich trén c:ie trang mang xa hoi hay khong? Anh/ Chi co thuéing cap nha(t trang th:ii ve diem den du l|ch by da timg di trén trang mang xa hoi hay khong? Anh/ Chi co diing ky diem du l|ch qua trang mang xa hoi hay khfing? 5 Chia sé thfing tin trén mang xIi hoi So thfr Anh/ Ch| cé diing dnh ve cite diem du l|ch in:i by da di qua ten mang xa hoi hay khong? J Noi dung cau hoi Y kifin ciia nguiri str dung co t$m anh hufmg trén m;jng xa hoi , Ban be va gia dinh tfii thuéng nhci toi tu van vé c:ic d|a 68 Tourism destination seeking and sharing behaviors on social networking sites diem du lich Doi toi tae dong den su lua chpn diem du lich cua by be toi De co thong tin diem du l|ch, ban be tfii thuéing tim hon tfii tim den hp 10 Toi co the nghi it nhiit nguéi ma tfii da tu van ve chpn diem du l]ch thang qua 5 Do nhay cain cfia ngwiri str dung mang xa hoi dén :inh hwfmg mang tinh cfi nh$n 11 “ cho ngucii kh:ic de giup hp chpn diem Néu Hi co it kinh nghi(m ve mot diem du lich thuéng hoi y kién ban be toi 12 Toi thuéing thu thap thong tin ve diem du va gia dinh truoc di du l[ch 13 ... 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. .. relationship between CSII and consumer behavior and offers insights into the information seeking and 44 Tourism destination seeking and sharing behaviors on social networking sites dissemination behaviors. .. affected tourism destinations information seeking and dissemination behaviors on SNS of young people It means that opinion leaders tend to seek and share more tourism destinations information Thus,