نوع مقاله : مقاله پژوهشی
نویسندگان
1 دانشگاه هرمزگان، دانشکده مدیریت، اقتصاد و حسابداری، گروه مدیریت صنعتی
2 دانشجوی کارشناسی ارشد مدیریت اجرایی، دانشکده مدیریت، دانشگاه هرمزگان
چکیده
کلیدواژهها
عنوان مقاله [English]
نویسندگان [English]
The current study seeks to investigate the effect of providing useful information about tourist destinations on Instagram social media on followers' travel intentions. In terms of purpose, this research is applied, and in terms of data collection and analysis, it is descriptive of the correlation type. The statistical population of the research includes all the active people in the Instagram social network who are members of the tourism service pages, and a total of 235 samples were selected using the available sampling method. In this research, after a wide review of the literature on the subject, a conceptual research model was determined and a questionnaire was developed in the framework of that. The validity of the questionnaire was calculated using confirmatory factor analysis, and the content validity and reliability of its variables were calculated and confirmed using Cronbach's alpha coefficient. Then the research hypotheses were decided by analyzing the collected data using AMOUS software. The main model includes four variables: provision of useful information, acceptance of information, dissemination of information and intention to travel. The results of this research showed that the provision of useful tourism information on Instagram has a 0.649 coefficient on the acceptance of information and a 0.736 coefficient on its dissemination. Also, the effect of information acceptance on travel intention was confirmed with a coefficient of 0.500, but the effect of information dissemination on travel intention was not confirmed.
کلیدواژهها [English]
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