The Influence of Social Media on the Destination Visit Intentions to China of International Tourists
Abstract
Social media has transformed conventional travel methods and is more pivotal in tourism promotion, drawing travellers from various countries and areas to China. However, studies on the utilization of social media in destination promotions in China have not been conducted. This study examines the impact of social media on the intention of foreign tourists to visit Chinese destinations, focusing on individuals aged 18 and older who are not Chinese citizens, do not reside in China, and have not travelled to China since the onset of the COVID-19 pandemic. This research employed a non-probability sampling technique to collect 306 samples and conducted partial least squares (PLS) analysis using SmartPLS software, Version 4.0, to assess the research hypotheses. The findings indicated that information quality and trustworthiness positively influence information usefulness, affecting information adoption and increasing inclinations to visit Chinese tourist destinations. This study advocates for the amalgamation of promotional techniques for Chinese tourist destinations, enhancement of content quality, and prioritization of the distribution of practical information. Simultaneously, enhancing presentation skills and social engagement within the social media landscape is essential for the promotion of tourism attractions, with an emphasis on electronic word-of-mouth communication. This study possesses specific limitations. Future research should examine the travel intentions and attitudes of tourists from various countries and regions about Chinese tourism sites.
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