The use of social media in travel information search

• We adopted value-based adoption model (VAM) for travel information search.
• VAM was developed based on the prospect theory and mental accounting theory.
• Traveler’s value of social media is a primary determinant of social media usage.
• We test our research model using empirical data collected in a survey.
• The users of social media are influenced directly by both benefits and sacrifices.

When faced with new technology for tourism purposes, travelers often use information searches in the Internet and, in addition, gain valuable travel information from various sources. This paper examines the travel information searches using social media as a new search behavior from a value perspective. By adopting the value-based adoption model (VAM) based on the prospect theory and mental accounting theory from the perspectives of value maximization of benefits versus sacrifices for a new technology, our findings revealed that the traveler’s perception of the value of social media is a primary determinant of the traveler’s social media usage. We test our research model using empirical data collected (n = 695) in a survey and run a structural equation modeling. These results are mediated by perceived value. Thus, the users of new social media, especially for travel information searches, are influenced by both benefits (information reliability, enjoyment) and sacrifices (complexity, perceived effort). However, only enjoyment makes an impact directly on social media usage. Thus, this paper discusses both the theoretical and practical implications of VAM in the context of social media on the subject of tourism.