The effect of social media on tourists' destination choice: a research framework

Abstract

The study aims to build an official scale on the influence of social media factors on tourists' intention to choose a destination. The research was conducted through qualitative methods to test the appropriateness and adjustment of the theoretical model, while also helping to discover, adjust and supplement observed variables used to measure research concepts. ensure the built scale is consistent with theory and concretized in practice. Qualitative research was conducted through in-depth interviews with 5 experts. Research findings indicate that 4 factors—"Advertisement on social networks","Usefulness of information," "Quality of information," and "eWOM" affect intention to choose a toursim destination. The research results are the theoretical foundation for conducting research in the context of specific tourist destination