Toward Developing a Social Network Site-Based Model for Knowledge Sharing in the Travel Industry

By Huang, Yinghua; Hsu, Maxwell K. et al. | Issues in Innovation, Spring 2009 | Go to article overview

Toward Developing a Social Network Site-Based Model for Knowledge Sharing in the Travel Industry


Huang, Yinghua, Hsu, Maxwell K., Basu, Choton, Huang, Fucai, Issues in Innovation


INTRODUCTION

Social network sites (SNSs), an increasingly important media for internet marketing and tourism promotion in the travel industry (Litvin et al., 2008), enable people to participate in virtual commonality of interests and have changed the nature of communication among travelers. Recently, Hargittai (2008) clarifies SNSs as web-based services that allow individuals to (1) construct a public or semi-public profile within a bounded system, (2) articulate a list of other users with whom they share a connection, and (3) view and traverse their list of connections and those made by others within the system. Bernoff and Li (2008) note that "people are connecting with one another in increasing numbers, thanks to blogs, social networking sites like MySpace and countless communities across the Web" (p. 36). In essence, SNSs offer a powerful collaborative communication channel for developing content-specific online documents. Travelers and tourism managers, as well as government agents responsible for checking the tourism facility standards, would all find SNSs useful to some extent in expanding community involvement in their subjects and interests.

A number of popular SNSs are available using a simple Google key word search. For example, internet users can share their travel experience with others via tripadvisor.com. This site is touted by the company as "the largest travel community in the world, ... featuring real advice from real travelers, ... with more than 25 million monthly visitors, six million registered members and 15 million reviews and opinions" (Tripadvisor.com website. Retrieved on July 28, 2008). However, despite great social influences and likely monetary returns (Bernoff & Li, 2008), it takes substantial effort to start and maintain an "active" social network site, which needs interested online surfers to update the content on a frequent basis.

Surprisingly, to the best knowledge of the authors, little empirical research has gone into examining the facilitating factors associated with people's intention to be involved in the SNSs. Thus, to address this research gap, the technology acceptance model (TAM), one of the most widely used behavior models in explaining the adoption of a new technology, is employed to explore the main determinants of SNSs acceptance. TAM was originally developed by Davis (1986) to illustrate computer-usage behavior and it posits that perceived usefulness (PU) and users' attitudes (ATTI) have a direct effect on behavioral intentions (BI), while perceived ease of use (PEOU) has both a direct effect and an indirect effect on behavioral intentions through perceived usefulness (Davis, 1989). Notably, TAM is grounded in social psychology theory in general and the theory of reasoned action (TRA) in particular (Fishbein & Azjen, 1975). A key purpose of TAM is to provide a basis for tracing the impact of external variables on internal beliefs, attitudes and intentions.

An extensive body of TAM literature has accumulated in the past two decades, and the basic TAM framework has been validated as a powerful and parsimonious model to explain users' adoption of information technology (Venkatesh et al., 2000). Though PU and PEOU are two key factors explaining end-users' adoption behavior toward a technological innovation, existing empirical findings on TAM point out some inconsistency related to these two factors' level of importance in a TAM framework. It has been suggested that PEOU would play a more important role in new and complex technologies (Schepers & Wetzels, 2007). Castaneda et al. (2007) review 66 studies examining Internet user acceptance and find that 18% centered on the acceptance of the Internet as medium, 45% on the acceptance of e-commerce and e-commerce sites, 12% on e-mail, 12% on e-learning, and 8% on other Internet-mediated services. Less than 5% of the examined studies centered on free-content websites. Interestingly, Castaneda et al. …

The rest of this article is only available to active members of Questia

Sign up now for a free, 1-day trial and receive full access to:

  • Questia's entire collection
  • Automatic bibliography creation
  • More helpful research tools like notes, citations, and highlights
  • Ad-free environment

Already a member? Log in now.

Notes for this article

Add a new note
If you are trying to select text to create highlights or citations, remember that you must now click or tap on the first word, and then click or tap on the last word.
One moment ...
Default project is now your active project.
Project items

Items saved from this article

This article has been saved
Highlights (0)
Some of your highlights are legacy items.

Highlights saved before July 30, 2012 will not be displayed on their respective source pages.

You can easily re-create the highlights by opening the book page or article, selecting the text, and clicking “Highlight.”

Citations (0)
Some of your citations are legacy items.

Any citation created before July 30, 2012 will labeled as a “Cited page.” New citations will be saved as cited passages, pages or articles.

We also added the ability to view new citations from your projects or the book or article where you created them.

Notes (0)
Bookmarks (0)

You have no saved items from this article

Project items include:
  • Saved book/article
  • Highlights
  • Quotes/citations
  • Notes
  • Bookmarks
Notes
Cite this article

Cited article

Style
Citations are available only to our active members.
Sign up now to cite pages or passages in MLA, APA and Chicago citation styles.

(Einhorn, 1992, p. 25)

(Einhorn 25)

1

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Cited article

Toward Developing a Social Network Site-Based Model for Knowledge Sharing in the Travel Industry
Settings

Settings

Typeface
Text size Smaller Larger Reset View mode
Search within

Search within this article

Look up

Look up a word

  • Dictionary
  • Thesaurus
Please submit a word or phrase above.
Print this page

Print this page

Why can't I print more than one page at a time?

Full screen

matching results for page

Cited passage

Style
Citations are available only to our active members.
Sign up now to cite pages or passages in MLA, APA and Chicago citation styles.

"Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn, 1992, p. 25).

"Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

"Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences."1

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Cited passage

Welcome to the new Questia Reader

The Questia Reader has been updated to provide you with an even better online reading experience.  It is now 100% Responsive, which means you can read our books and articles on any sized device you wish.  All of your favorite tools like notes, highlights, and citations are still here, but the way you select text has been updated to be easier to use, especially on touchscreen devices.  Here's how:

1. Click or tap the first word you want to select.
2. Click or tap the last word you want to select.

OK, got it!

Thanks for trying Questia!

Please continue trying out our research tools, but please note, full functionality is available only to our active members.

Your work will be lost once you leave this Web page.

For full access in an ad-free environment, sign up now for a FREE, 1-day trial.

Already a member? Log in now.