Understanding Factors Influencing Traveler’s Adoption Of Travel Influencer Advertising: An Information Adoption Model Approach

Nadlifatin, Reny and Persada, Satria Fadil and Munthe, Josua Hasiholan and Ardiansyahmiraja, Bobby and Redi, A.A.N Perwira and Prasetyo, Yogi Tri and Belgiawan, Prawira Fajarindra (2022) Understanding Factors Influencing Traveler’s Adoption Of Travel Influencer Advertising: An Information Adoption Model Approach. Business: Theory and Practice, 23 (1). pp. 131-140. ISSN 1648-0627; eISSN 1822-4202

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Abstract

In the service sector, such as tourism and hospitality, a traveler often tries to find information about their destination digitally, comparing it to alternatives available to have the best option. This demand businesses that are in the tourism and hospitality sector to advertise their destination more creatively and informatively, such as using a travel influencer. The present research was conducted to explore how the public adopts information advertised by a social media influencer that promotes travel or leisure places, better known as a travel influencer. The Information Adoption Model (IAM) was used to explore the factors that could affect people’s perception of Information Usefulness (IU), which then affects Information Adoption (IA). Several hypotheses that were built from the IAM theoretical framework were tested using Partial Least Square Structural Equation Modelling (PLS-SEM) with 150 people as respondents; four out of the seven hypotheses were accepted. From the accepted hypotheses, it was revealed that more dimensions in the Source Credibility construct influence Information Usefulness compared to the dimensions from the Argument Quality constructs.

Item Type:	Article
Uncontrolled Keywords:	information, Information Adoption Model, travel influencer, online reviews, tourism and hospitality, structural equation modelling, consumer behavior
Subjects:	H Social Sciences > HF Commerce
Divisions:	Faculty of Business and Economic > Department of Management
Depositing User:	BOBBY ARDIANSYAHMIRAJA
Date Deposited:	04 Apr 2022 02:21
Last Modified:	04 Apr 2022 02:21
URI:	http://repository.ubaya.ac.id/id/eprint/41671

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