Investigating Relationship between Decision Making of Tourists and Social Media: A Content Analysis Approach
2012, 36(10), pp.125-148
Publisher : The Tourism Sciences Society Of Korea
Research Area : Tourism
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Under the current situation of the spread of information technologies and devices, social media research, especially within the areas of tourism and hospitality industry, has recently started. The study aims to investigate the relationship between decision making and social media by identifying internet search results which show social media sites. In particular, the study attempts to employ a research design that delineates the influence of information search to tourists while they are planning travel. By adopting text mining technique, four pre-defined keywords in combination with four tourism destination names in Korea were used to collect data through search engine. The findings indicate that social media are categorized and analyzed. The results of content analysis of online tourism domain also show five types of social media: (1) online community sites; (2) blogs; (3) SNS; (4) media sharing sites; and (5) collaborative projects. This study also confirms that social media sites associate strongly with decision making of tourists when tourists search for tourism information through the search engine.
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