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What is Affecting Customers’ Intention to Perform Social Media Marketing Activities in the Hotel Industry?

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Smart Tourism as a Driver for Culture and Sustainability

Part of the book series: Springer Proceedings in Business and Economics ((SPBE))

Abstract

Social media marketing is a connection between brands and consumers, offering a personal channel for user centered networking and social interaction. The research employs constructs adapted from the Technology Acceptance Model, integrates them with other constructs and investigates factors affecting Greek consumers’ acceptance of social media marketing in the hotel industry. The conceptual model is tested using Structural Equation Modeling (SEM) analysis. The study identifies six factors that directly or indirectly influence intention to perform Social Media Marketing Activities. These factors are: Perceived ease of use, Perceived usefulness, Permission Based Acceptance, Fear about social media marketing, Social media Use, and Attitudes towards marketing with social media. The model raises fundamental issues that hotel managers, decision-makers and social media specialists should take into account to increase customers’ intention to perform social media marketing activities, like booking, using social media applications.

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Acknowledgements

We would like to thank the M.B.A. in Hospitality and Tourism for financial support.

Author information

Authors and Affiliations

  1. Technological Education Institute of Central Macedonia, Serres, Greece

    Anastasios-Ioannis Theocharidis, George Karavasilis, Vasiliki Vrana & Evangelos Kehris

  2. University of Macedonia, Thessaloniki, Greece

    Konstantinos Antoniadis

Authors
  1. Anastasios-Ioannis Theocharidis
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  2. George Karavasilis
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  3. Vasiliki Vrana
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  4. Evangelos Kehris
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  5. Konstantinos Antoniadis
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Corresponding author

Correspondence to Vasiliki Vrana .

Editor information

Editors and Affiliations

  1. University of West Attica, Athens, Greece

    Vicky Katsoni

  2. Business School, Universitat Politècnica de València, Valencia, Spain

    Marival Segarra-Oña

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Theocharidis, AI., Karavasilis, G., Vrana, V., Kehris, E., Antoniadis, K. (2019). What is Affecting Customers’ Intention to Perform Social Media Marketing Activities in the Hotel Industry?. In: Katsoni, V., Segarra-Oña, M. (eds) Smart Tourism as a Driver for Culture and Sustainability. Springer Proceedings in Business and Economics. Springer, Cham. https://doi.org/10.1007/978-3-030-03910-3_26

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