Citation:

Judith R. Gabriel, Maria Cecilia C. Park. "Unraveling the Relationship of Perceived Usefulness and Ease of Use on Consumer Attitudes towards Social Networking Sites for Tourist Destination Selection" International Research Journal of Economics and Management Studies, Vol. 3, No. 3, pp. 207-214, 2024.

Abstract:

This paper explores the relationship between perceived usefulness and perceived ease of use on consumer attitudes towards Social Networking Sites (SNS) for travel destination selection. The study utilized a descriptive-correlational research design and used a questionnaire as an instrument. The online questionnaire was distributed to 413 respondents through Google Forms. The data were analyzed using descriptive statistics to describe the descriptive data and Pearson’s R to test the relationships between the variables under investigation. Based on the study’s findings, it is clear that users’ attitudes toward Social Networking Sites (SNS) are associated with their assessment of perceived usefulness and ease of use. This positive relationship indicates that as these users perceive SNS as more useful and easier to use, their attitude toward using these platforms becomes more positive. The research could show how consumers understand and engage with social networking sites (SNS) while selecting travel destinations. It may also provide insights into the factors influencing consumer attitudes in this context, which can benefit marketers and businesses in the travel industry.

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Keywords:

Consumer Attitude, Perceived Ease Of Use, Perceived Usefulness, Social Networking Sites, Travel Destination Selection.