Application of Technology Acceptance Model (TAM) to Understand Social Media Usage of Mongolian Outbound Tourists

Purpose: The study attempts to investigate social media usage behavior and usage intention of Mongolian outbound tourists by applying the technology acceptance model (TAM). Findings provide implications for Mongolian outbound tour operators on how to offer travel products to tourists and what to consider in planning e-commerce strategies. Design/methodology/approach: The study employs quantitative methods, namely Structural Equation Modeling(SEM) through Smart PLS, to analyze data collected through an online survey. Findings: The findings indicate that information quality (IQ) of products and services provided through social media by tour operators positively affects the behavioral intention of tourists’ social media acceptance, while the system quality (SyQ) of social media communication positively affects the Perceived Ease of Use. Research limitations/implications: This study modifies the external stimulus level of the system design features variable from the Technology Acceptance Model (TAM) and also incorporates the Information Systems Quality(ISQ) variable, drawing on the recent stream of literature. Originality/value: It is concluded that more attention should be given to Perceived Ease of Use than on Service Quality by tour operators. Application of the Technology Acceptance Model (TAM) to the Mongolian outbound tourists in the context of e-commerce is novel, and contributes to their understanding of the unique traveler segment.