관광 정보원천 전환행동을 위한 소셜미디어 이용에 관한 연구

User Adoption of Social Media for Tour Information Source Switching Behavior: A Migration Theoretic Perspective

The purpose of this paper the propensity of social media user adoption. And in particular to understand why travellers may or may not want to move alter their existing approach in gathering tour information to social media. Synthesizing key findings from relevant research, it builds an integrative framework on social media use using migration theory, and further explores interdependences among these predictors. In particular, we examined how this migration theory can serve as a useful theoretic lens for explaining user migation from the existing way to socia media. Survey data collected from 218 travelers were used to test the model using partial least squares analysis. This study contributes to our nascent body of knowledge on social media migration by drawing attention to this emerging phenomenon as well as identifying factors that enable and hinder social media migration. We expect that this research will stimulate researchers' interest in tourism management by which the preliminary model presented can serve as a basis for guiding future research in tourism research with social media applications.