Accounting & Marketing

Bin Yu

Publications

• Research Article
  The Effect of Social Media on Tourism Consumer Adoption Intention: Evidence from Urumqi
  Author(s): Qian Cao, Bin Yu and Xiao-Xia Tian TianQian Cao, Bin Yu and Xiao-Xia Tian Tian
  
  Social media provide tourism consumers with a two-way communication and interaction platform. They can not only search and adopt tourism evaluation information of others when making travelling decisions, but also instantly share tourism experience and satisfaction when travelling. We randomly survey 1100 tourism consumers in Urumqi of China to test the effect of characteristic of social media on tourism consumer adoption intention, as well as explore individual heterogeneity. The result shows: interactivity, service quality, information effectiveness, convenience and participation have a significantly positive influence on tourism consumer adoption intention; the higher is tourism consumers’ education level, the more they pay attention to sharing and connectivity; the higher is tourism consumers’ income level, the more they pay attention service quality and information eff.. Read More»
  DOI: 10.4172/2168-9601.1000219

  Abstract PDF