A PLS Analysis of hotel guests’ acceptance of social media networks

tom Dieck, MC and Jung, T (2014) A PLS Analysis of hotel guests’ acceptance of social media networks. In: 12th APacCHRIE Conference.

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Abstract

Although social media networks (SMNs) have been established for a number of years, research on the acceptance of SMNs within the hospitality industry has been limited. The study uses an extended technology acceptance model (TAM) to assess hotel guests’ acceptance of SMNs within the luxury hotel industry. A total of 258 usable data was collected and path least square analysis using SmartPLS conducted. The findings show that there are five external variables that influence hotel guests’ continued usage of SMNs including accessibility, trust, social influence, enjoyment and perceived benefits. A key contribution of the study is the presentation and validation of a SMN acceptance model and the importance for the luxury hotel industry to integrate mobile services and applications into their marketing strategies