Purpose
The purpose of this paper is to explore new trends in social networking such as social tourism and determine motivations resulting in visiting others when traveling. A research model is created based on mixed-methods research approach to identify motivations that influence use and factors that result in the willingness to meet others through the social networking tourism (SNT) site.
Design/methodology/approach
The current research implements a mixed-methods approach using qualitative data from a questionnaire to identify motivations that were implemented in a theoretical model tested empirically using survey data. The qualitative study consisted of 11 social tourism users followed by a quantitative study using a survey that was administered to 793 social tourism users.
Findings
The results of the qualitative study identified networking, curiosity, understanding, and economic benefits as motivations for using social tourism sites. Based on validity and reliability testing, the final research model included only the motivations for networking and economic benefits. The survey results showed that trust, attitude, and use were significant antecedents to the dependent variable willingness to meet with networking and economic benefits as antecedents to attitude and use.
Research limitations/implications
This is an exploratory study so there are several limitations. First, while two motivations were ultimately identified, it is possible that other motivations should be explored. Trust is also a limitation in the current research that identifies trust as an antecedent to the willingness construct without researching factors that influence trust. Further research should be conducted to expand on the current research.
Originality/value
While there has been significant research conducted in the area of social networking, niche areas and special purpose social networks remain unexplored. The current research explores the niche area of SNT to develop a model identifying motivations for use and also creates a new construct identified as behavioral willingness to perform an action when risk is involved. Willingness to meet others through the site and its antecedents were evaluated in the current research.
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