The influence of social media on tourist behavior

Abstract This study explores the influence of the technology acceptance model (TAM) to identify the impact of social media use on the behavior of potential travelers. Data derived from 586 respondents to a recent survey carried out in Southern China suggest that: (a) tourists' perceptions of ease of use and their perceived interest in social media have a significant positive effect on attitudes toward using it; (b) the perceived usefulness of social media has a significant positive effect on attitudes toward using it; and (c) the positive effects of external factors such as subjective norms and interactivity on tourists' perceptions of its usefulness, ease of use and interest in social media have been verified. This study puts forward suggestions on the use of social media promotion and marketing in tourism destinations resulting from the survey.