旅遊部落客網站知覺樂趣和實用性對旅遊目的地訪問意圖的影響

CCUR > College of International Studies and Foreign Languages > English Program of Global Business > Thesis > Item 987654321/49338

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題名:	旅遊部落客網站知覺樂趣和實用性對旅遊目的地訪問意圖的影響 The Effects of Travel Blogs' Content Perceived Enjoyment and Usefulness on The Intention to Visit a Tourist Destination
作者:	王俐俐
貢獻者:	全球商務碩士學位學程碩士班
關鍵詞:	Tourists’ information Search eWOM perceived enjoyment perceived usefulness behavioral intention
日期:	2021
上傳時間:	2021-03-05 09:29:33 (UTC+8)
摘要:	Nowadays people use social media as a routine for their daily life, using social media help people easily connect with the world. Almost everyone has a smartphone to access those social media sites. The social media has increasingly grown beyond personal use. In the hospitality and tourism industry use social media to facilitate consumers reaching out to information, Electronic word of mouth (eWOM) often referred to online reviews, online recommendations, or online opinions, has gained importance with the emergence of new technology tools. Facebook as one of the social media sites has turn into a popular one for people in this era for finding many eWOMs. The purpose to study is to examine the effect of perceived enjoyment and usefulness of Facebook travel fan page on the destination visiting intention of Thai travelers. This research has 416 respondents, the data collection analyzed by using SPSS 26.0. Research results have shown the relationship between the attributes of Trip TH’s Facebook content, Trip TH’s Facebook website usage enjoyment, Trip TH’s Facebook website perceived usefulness, and the behavioral intention to visit the destination.
顯示於類別:	[English Program of Global Business] Thesis

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