Do travelers trust the advice obtained from online travel communities? a study based on the Technology Acceptance Model (TAM)
DOI:
https://doi.org/10.5585/podium.v10i3.18546Keywords:
Online travel Community, Technology Acceptance Model, Tourist destination, TrustAbstract
Objective of the study: To analyse the factors that affects the traveler perception about the use of Online Travel Communities (OTC) on travel destination choice.
Methodology/approach: This is an exploratory-descriptive research with a quantitative approach. Statistical analysis techniques and basic and advanced multivariate methods were used, such as exploratory, confirmatory and structural equation modeling, based on the Statistical Package for the Social Sciences (SPSS).
Originality/Relevance: This study substantiates the effects of the dimensions of the Technology Acceptance Model (TAM) and Trust on intention to follow advice obtained in OTC on a travel destination choice. The conceptual model results from this research helps professionals to stimulate user / client involvement from the perspective of socialization interactions based on trust and attitude towards OTC.
Theoretical /Methodological Contributions: When choosing OTC as a source of information, travelers feel confident in receiving advice. The dimensions of trust (honesty, benevolence, competence) are expressed in aspects of mutual relationship between users, when they assume the role of partners in OTC. By integrating TAM, in this context, trust reinforces the relevance and theoretical contribution of being a significant antecedent of intention in travel behavior, supported by the social and informal role of communication in OTC.
Main results: Trust in OTC is shown as the main antecedent in order to form the attitude towards the advice obtained in OTC, in the perceived usefulness of the council and in the intention to follow that advice in OTC. On the other hand, utility did not prove to be a determining factor in the attitude or in the intention to follow the advice obtained at OTC.
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