Intentions to use social media in organizing and taking vacation trips

This work proposes a theoretical model to explain the factors determining the intentions to use social media when organizing and taking vacation trips. Understanding the antecedents of the tourists’ use of these technologies is considered to be crucial for organization managers and destination policy makers. This use of social media technologies determines which elements of the trip might be used by the tourist thus having a great impact on the market. The model and its hypotheses have been tested by means of an approach based on structural equations with the PLS technique. The study was conducted on a sample of 404 individuals who normally use the Internet and had traveled on vacation in the previous 12 months. The conclusions of the study reveal that the intentions to use social media are directly influenced by the perceived benefits of that use (functional, psychological and hedonic and social); however, the costs do not significantly affect the predisposition to use such technologies. It is also shown that there is a series of incentives such as altruism, availability, individual predisposition or trust in the contributions of others which facilitate and promote the use of this type of technology when organizing and taking tourist trips.