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Do destination Facebook pages increase fan’s visit intention? A longitudinal study

Do destination Facebook pages increase fan’s visit intention? A longitudinal study The purpose of this study is to explore how following a destination’s Facebook page changes fans’ visit intentions.Design/methodology/approachThe study conducted two waves of data collection before and after following a Facebook page over a three-month period and collected 297 and 172 usable responses. The theory of planned behavior was adopted to build the evolution model. Partial Least Squares Structural Equation Model was used in testing the proposed evolution model and exploring the changes over time.FindingsFans’ visit intentions significantly improved after following a Facebook page with a strengthened impact of subjective norm on visit intention. The effect of attitude on visit intention showed significant decrease after following the Facebook page, making attitude less important in travelers’ decision-making processes.Practical implicationsThis study proves that destinations’ Facebook pages are effective in terms of improving fans’ visit intentions. Therefore, destination marketing organizations (DMOs) should focus on increasing the number of their Facebook fans and pay most attention to the social influence of Facebook pages.Originality/valueThis study is one of the first attempts to prove the effectiveness of Facebook marketing using a longitudinal approach. The study also contributes to the literature of utilizing PLS-SEM in hospitality and tourism research through applying the procedure of analyzing longitudinal data. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Hospitality and Tourism Technology Emerald Publishing

Do destination Facebook pages increase fan’s visit intention? A longitudinal study

Leung, Xi Y.
Journal of Hospitality and Tourism Technology , Volume 10 (2): 14 – Jun 18, 2019
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References (44)

Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
1757-9880
DOI
10.1108/jhtt-06-2018-0041
Publisher site
See Article on Publisher Site

Abstract

The purpose of this study is to explore how following a destination’s Facebook page changes fans’ visit intentions.Design/methodology/approachThe study conducted two waves of data collection before and after following a Facebook page over a three-month period and collected 297 and 172 usable responses. The theory of planned behavior was adopted to build the evolution model. Partial Least Squares Structural Equation Model was used in testing the proposed evolution model and exploring the changes over time.FindingsFans’ visit intentions significantly improved after following a Facebook page with a strengthened impact of subjective norm on visit intention. The effect of attitude on visit intention showed significant decrease after following the Facebook page, making attitude less important in travelers’ decision-making processes.Practical implicationsThis study proves that destinations’ Facebook pages are effective in terms of improving fans’ visit intentions. Therefore, destination marketing organizations (DMOs) should focus on increasing the number of their Facebook fans and pay most attention to the social influence of Facebook pages.Originality/valueThis study is one of the first attempts to prove the effectiveness of Facebook marketing using a longitudinal approach. The study also contributes to the literature of utilizing PLS-SEM in hospitality and tourism research through applying the procedure of analyzing longitudinal data.

Journal

Journal of Hospitality and Tourism Technology – Emerald Publishing

Published: Jun 18, 2019

Keywords: Longitudinal; Theory of planned behavior (TPB); Visit intention; Destination’s Facebook page

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