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Determinants of hotel social media continued usage

Determinants of hotel social media continued usage PurposeWith the emergence of mobile devices, factors such as interaction and ubiquity have become increasingly important in the use of social media networks. However, regarding hotel guests’ use of social media, knowledge about how those factors contribute to guests’ continued social media use remains limited. The purpose of this study is to examine the influence of interaction and ubiquity mediated by trust, benefits and enjoyment on hotel guests’ continued use of social media networks.Design/methodology/approachTo examine the hypotheses, a self-administered questionnaire was posted by ten UK hotels on their social media pages. A total of 258 usable data were collected and analyzed using partial least squares analysis.FindingsTwo social media characteristics – interaction and ubiquity – influenced hotel guests’ continued use of social media via the mediating variables of trust, benefits and enjoyment.Originality/valueThis study bridges the gap in research regarding intended continued use of social media networks by offering new empirical evidence concerning the determinants of hotel guests’ continued use of social media. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Contemporary Hospitality Management Emerald Publishing

Determinants of hotel social media continued usage

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References (94)

Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0959-6119
DOI
10.1108/IJCHM-02-2017-0068
Publisher site
See Article on Publisher Site

Abstract

PurposeWith the emergence of mobile devices, factors such as interaction and ubiquity have become increasingly important in the use of social media networks. However, regarding hotel guests’ use of social media, knowledge about how those factors contribute to guests’ continued social media use remains limited. The purpose of this study is to examine the influence of interaction and ubiquity mediated by trust, benefits and enjoyment on hotel guests’ continued use of social media networks.Design/methodology/approachTo examine the hypotheses, a self-administered questionnaire was posted by ten UK hotels on their social media pages. A total of 258 usable data were collected and analyzed using partial least squares analysis.FindingsTwo social media characteristics – interaction and ubiquity – influenced hotel guests’ continued use of social media via the mediating variables of trust, benefits and enjoyment.Originality/valueThis study bridges the gap in research regarding intended continued use of social media networks by offering new empirical evidence concerning the determinants of hotel guests’ continued use of social media.

Journal

International Journal of Contemporary Hospitality Management – Emerald Publishing

Published: Feb 12, 2018

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