THE USE OF SOCIAL MEDIA AND ITS IMPACTS ON HOLIDAY TRAVEL PLANNING PROCESS: A STUDY IN BANGLADESH

UNIVERSITY OF SUNDERLAND
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Student ID: 149163273 Student Name: Abu Shadath Shaibal
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Assessment Title: THE USE OF SOCIAL MEDIA AND ITS IMPACTS ON HOLIDAY TRAVEL
PLANNING PROCESS: A STUDY IN BANGLADESH
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THE USE OF SOCIAL MEDIA AND ITS
IMPACTS ON HOLIDAY TRAVEL
PLANNING PROCESS: A STUDY IN
BANGLADESH
PGBM 73 MBA Dissertation
Abu Shadath Shaibal
149163273
Due Date: 9th of May 2017
Supervisor: Dr. Shoba Gunarasa
Word Count: 14,415

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In presenting this project paper in partial fulfilment of the requirements for the Master Degree
from University of Sunderland, United Kingdom, all right reserved. No part of this research paper
may be reproduced, distributed or transmitted in any form or by any means, including
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research in whole or partly must be addressed to:
Abu Shadath Shaibal
(149163273)
shaibal08@gmail.com

Acknowledgements
My first thanks goes to the Almighty God for his grace, support and guidance throughout this
MBA journey. I thank him for his guidance in all the various journeys that I had to make within
the last two years. Throughout my study, I have been graced with much help, without which my
research and this thesis would not have been possible.
I cannot forget my parents for their spiritual and moral support. who provided their
encouragement and moral support during my journey.
I would also like to thank my MBA supervisor Dr. Shoba Gunarasa, whose expertise,
consistent guidance, ample time spent and consistent advices that helped me bring this dissertation
into success.
Mr. Sum Heng Nin, Information Management and SPSS lecturer for his constructive comments,
suggestions, and critics.
My other MBA lecturers, Dr. Mukunda Kumar, Mr. Nizar Ali Khan and Bernard Lew who had
helped me throughout the two-year MBA program. However, particularly, many thanks go to Eve
Tan, the best administrator that I have ever known.
Furthermore, I would like to thank my class mate from our batch Eric, Jessy, Jess, Yvonne,
Mariam whose companionship, seminar feedbacks and comments shaped my research.
My acknowledgements will be incomplete without the mentioning of my comrades Shabuj, Tusher
Bhai, Akash, Orpita who help me a lot to completing the survey, without them my research will
be incomplete.

Contents
Chapter 1: Introduction ................................................................................................................................1
1.1 Background of the Study- Changing the Marketing Face .............................................................1
1.2 Industry Background.....................................................................................................................1
1.3 Research Scope.............................................................................................................................2
1.4 Aim and objectives........................................................................................................................2
1.5 Rationale of the Study...................................................................................................................3
1.6 Structure of research report.........................................................................................................3
Chapter 2: Literature Review........................................................................................................................5
2.1 Travel and Tourism .............................................................................................................................5
2.2 e-commerce in tourism.......................................................................................................................5
2.3 Planning Travel....................................................................................................................................6
2.4 Travel Planning for Information Instigation........................................................................................7
2.4.1. Word to Mouth (WOM) ..............................................................................................................7
2.4.2. Electronic Word to Mouth (e-WOM)..........................................................................................7
2.5 Social Media........................................................................................................................................8
2.5.1. Web 2.0.......................................................................................................................................9
2.5.2. Travel 2.0...................................................................................................................................10
2.5.3. Social Networking Site (SNS).....................................................................................................10
2.6 Social Travel Network (STN)..............................................................................................................11
2.6.1 Travel Writing Tends (BLOG)......................................................................................................13
2.6.2 Virtual Communities ..................................................................................................................13
2.6.3 Booking.com, airbnb..................................................................................................................13
2.7 Technology Acceptance Model (TAM)..............................................................................................14
2.8 Information Adoption Model (IAM)..................................................................................................16
2.9 Construct of Technology Acceptance Model (TAM) and Information Adoption Model (IAM) ........17
2.9.2 Perceived Usefulness (PU) .........................................................................................................17
2.9.3 Perceived Easy to Use (PEOU)....................................................................................................18
2.9.4 Perceived Trustworthiness (PT) .................................................................................................18
2.9.5 Behavioral intentions for using info (BIUI).................................................................................20
2.10 Linking Social Travel Network to Theory ........................................................................................21
3. Hypotheses and Research Model .......................................................................................................23
CHAPTER 3: METHODOLOGY ......................................................................................................................25

3.0 Introduction ......................................................................................................................................25
3.1 Research approach............................................................................................................................25
3.2 Research process ..............................................................................................................................26
3.3 Research model.................................................................................................................................26
Diversity dimension ............................................................................................................................27
3.3.1 Dependent variable....................................................................................................................27
3.3.2 Independent variable.................................................................................................................27
3.4 Instrument Design.............................................................................................................................27
3.5 Research Hypotheses........................................................................................................................27
3.6 Research design ................................................................................................................................28
3.7 Questionnaire design........................................................................................................................28
3.7 Pilot survey........................................................................................................................................32
3.8 Sampling design ................................................................................................................................32
3.9 Data collection technique.................................................................................................................33
3.9 Data evaluation technique................................................................................................................33
3.9.1 Descriptive analysis....................................................................................................................33
3.9.2 Reliability analysis......................................................................................................................33
3.9.3 Correlation analysis....................................................................................................................34
3.9.4 Regression analysis ....................................................................................................................35
3.10 Ethical consideration.......................................................................................................................35
3.11 Summary.........................................................................................................................................36
CHAPTER 4: FINDINGS.................................................................................................................................37
4.1 Introduction ......................................................................................................................................37
4.2 Social-Demographic Profiles .............................................................................................................37
4.3 Measurement of variable..................................................................................................................40
4.3.1 Reliability Analysis......................................................................................................................40
4.3.2 Descriptive analysis....................................................................................................................41
4.4 Hypotheses Testing...........................................................................................................................47
4.4.1 Correlation analysis....................................................................................................................47
4.4.2 Regression analysis ....................................................................................................................48
4.5 Summery...........................................................................................................................................52
Chapter 5: Discussion..................................................................................................................................54
Chapter 6: Recommendation and Limitation for further study..................................................................56

Chapter 7: Conclusion.................................................................................................................................58
Chapter 8: Personal development..............................................................................................................59
References ..................................................................................................................................................60
Appendices..................................................................................................................................................66
Appendix A: Turnitin Report ...................................................................................................................66
Appendix B: Dissertation Proposal .........................................................................................................74
Appendix C: Questionnaire.....................................................................................................................81
Appendix D: Pilot test .............................................................................................................................87
Appendix E: All Variables of SPSS............................................................................................................87

Abstract
Over the past decade a new form of media has arisen which due to its social features seem to have
a great power of influence on consumers’ purchasing decision-making process. Today, more and
more consumers use Social Media to communicate together but also to communicate with
brands. This new interaction is of interests for marketing professionals.
The study aims to explain how the influence of Social Media is reflected on consumers’
purchasing decision-making process and if this influence differs at the various stages of this
process.
A questionnaire (quantitative data) and two semi-structured interviews (qualitative data) were the
data collection instruments used for this research. The main aim was supported by specific
objectives which were determined by using the Technology Acceptance Model (TAM, 2009) and
Behavioral Intention. In this model, I could analyze the Social Travel Network system usage
behavior of the population understudy.
The instruments used were questionnaires and interview which were administered to mobile
subscribers and retail agents of the mobile banking systems. The findings were collected,
organized, analyzed and interpreted using SPSS Tables.
The study finds that the influence of Social Media differs according to the various stages of the
consumers purchasing decision making-process. Thereby, the more the consumer progresses
through the stages the more the influence of Social Media is diminished. The study also
highlights implications for Marketers that have the opportunities to seize the power of influence
of Social Media.
To conclude, these findings indicate directions for futures researches to investigate the impact of
characteristics, such as cultural background, demographics features and differences in usage,
on the influence of Social Media that might affect consumers’ purchasing decision- making
process.
KEYWORDS: Social Media influence, Consumer’s purchasing decision-making process,
behavior, implications for marketers.

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Chapter 1: Introduction
1.1 Background of the Study- Changing the Marketing Face
The latest appearance of Social Media leads to a new era and has radically changed the marketing
landscape, on the traditional marketing era, where marketers use only one way communication to
send out the massage towards the customer is over. (Parker, 2011, p201). were pushing out
messages toward consumers using only a one-way communication, is over. According to Brown
and Hayes, (2008, p165) in this time period TV commercial, Newspaper and different traditional
ads are not working any more because of the quantity is too huge and also of the introduce us
incorrectly. In comparison with traditional media, Social Media by allowing two-way
communication is greatly changed the relationship between companies and customers by allowing
a two-way communication (Hoyer, and MacInnis and Hoyer, 2010, p 389). And then the brand
new marketing functions which name is ‘Social Media Marketing’ was risen.
From the last decades social media are relishing a remarkable achievements: A social networking
websites, Facebook claim that Globally the active user were reached more than 1.3 billion, and
everyday user log in crossed 50% of it (Facebook, 2014); A micro blogging website “Twitter” host
225millions of user and the on average tweed post per day 500 million (Twitter 2014); Every
month which more than one billion visitor visit You Tube, and video watching consists of six
billion hours. (YouTube, 2014), and during the same period it is predictable that over 180 million
blog globally (Nielsen, 2012). Contained by the hospitality and tourism industry, a research shows
that 67% of American travelers often reading the review of other travelers during the process of
travel related searching (Google, 2014), while by returning home from a trip 15% of American
adult write a review of the hotel (Expedia, 2013).
1.2 Industry Background
As per the context of this study, the importance of tourism industry and particularly its holiday
travel planning process and the trip segments is well documented. In the world wide Tourism is
one of the biggest and wildest mounting economic sector which produce total world GDP’s 9%
and creating 7% (or 1.4 trillion doller) of exporting products (UNWTO, 2014). The usual annual
growth rate reached 5.3% of last 5 year and in 2013 global tourist arrival record reached 1088
millions. Business travel, Holiday travel and other recreational travel and other type of vacation
exemplify the leading segment of all travel related action. In 2013, more than 52% (or 567 millions
of people) of travels were on international arrivals conducted tourism related travel (UNWTO,
2014). Because of the decreasing of the leisure time, the priority of more short term but more
frequently holiday travels is growing mainly because of the increased pressure of the life and the

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work, which make the holiday travel more vibrant than earlier (WTO, 1999). By 2030 the demand
of the tourism is expected to be amplified will reached 1800 million and 3.3% annual average
development, Where holidays, leisure and recreation will increased by the 55% of the
arrival.(UNWTO, 2011).
1.3 Research Scope
Surveys were performed which is based in Dhaka, the capital city of Bangladesh. To achieve a
good sample which is demonstrative, the author conducted survey via distribution of Google form
based questionnaires via authors social media profiles like three Facebook group, Google+ and
LinkedIn group due to author is located in Malaysia.
Author give priority because of he wants to know Bangladeshi People based on Dhaka, wow they
adopt the social media and how that social media influencing their travel plan.
1.4 Aim and objectives
The research aim of this thesis is to discover of the usages of the social media and its impacts
which can change the behavior of the customer itself with primarily focusing on the holiday travel.
For achieving this aim, primarily this research is focusing on the active user which interact with
the social media throughout every stage of customer decision process and also holiday travel
planning process.
The following objective of this study has been framed:
1. To discovering the usage of the social media and its impacts on entire holiday travels planning
processes.
2. To expose the functions of social media within the context of the holiday travel process.
3. To propose a model that will act as a framework for understanding use and impact of social
media throughout the entire holiday travel process, as well as throughout the holiday travel related
consumer decision making processes.
4. To provide a deeper understanding of social media potential implications for travel and tourism
related marketers.

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1.5 Rationale of the Study
This section reviews the relevant concept and important theories to deliver wide-ranging
backgrounds for the research. This research hope to chain the idea for the travel 2.0, social network
and electronic- word to mouth to recognize the impacts on planning the travels and contributing in
this research. In addition Social Travel Network has the lack of understanding in recent literature
of tourism in travel planning process. For that reason literatures from the different electronic- word
to mouth sites, online travel websites, travel communities reviews, social networks, by using this
form of mediums to understand its influence for making the travel plan.
1.6 Structure of research report
The first chapter in this paper talks about the reader’s applicable literature about the advancement
of tourisms sector from the ancient time to the current online world. Ideas about by the social
media and information and communication technology and how it helps to make the travel
planning is done are conferred.
In Chapter two states with the help of the Technology Acceptance Model (TAM) where it contains
Perceived Usefulness and Perceived Easy to Use and Information Adoption Model (IAM) were
focus on Perceived Trustworthiness were discussed in details. It has been important to describe
this concepts during this last of the chapter the hypotheses being placed. About the present the
concepts and also states the hypothesis and present the constructs which have been impact on the
behavior to make the decision which is basis of the information by the traveler. This section the
research model and framework has been introduces. Because of the lack of current literature it is
presented the working definitions of social travel networkers.
In chapter 3 the adaptation of the research methodology were taking place and the discussion of
the adaptation of the research. The study model, approach, process, research design and hypotheses
are deliberated on the part. The discussion include the technique of data evaluation, technique of
data collection which comprehensive of analyzing the method which are regression, reliability,
correlation and descriptive. Also discussed about Ethical Consideration and Pilot test in this
section.
In chapter 4 it present the result of the questionnaire. Gathering the questionnaire data and in the
later analysis with the SPSS tools which will be manually inputted. The respondents profile are
allocated and also other study which are correlation, regression, reliability and descriptive were
obtainable alongside with discussion and critical review for each finding.

4
The lasting chapter providing critically discussions on the result which answer the research
objective. At the end of the discussion the conclusion of the study is conducted. Furthermore, a
personal development is expressed in the later part of the research and the progress of the previous
and after join the MBA program in the University of Sunderland.

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Chapter 2: Literature Review
2.1 Travel and Tourism
The rise of travel and tourism globally shows an important flexibility. Despite slow economic
growth in advanced economies and geopolitical tensions in some regions, the T&T sector still
accounts for a large part of the global economy (estimated to be approximately 9% of global GDP
or US$ 7 trillion) and employment, while the number of international travelers continues to
increase. The forecast shows that travel and tourism growth is annually 4% this growth is far better
than manufacturing, transport and financial services (World Travel & Tourism Council, 2016).
 In world GDP total of $7.2 trillion dollar contributed In 2015 at Travel & Tourism sector,
what is about the global GDP of 9.8%.
 This sector reinforced 1 in 11 jobs globally or 284 million jobs.
 Travel & Tourism continuously growing rapidly and with the positive growth rate almost
and it grow by 3.1% in 2015.
 Estimated to be approximately 9% of global GDP or US$ 7 trillion in 2015
 Forecast the growth of GDP contribution will rise in 2016 by 3.3%.
 Travel & Tourism will grow annually average of 4% growth rate for the continued growth
forecast for next 10 years.
2.2 e-commerce in tourism
The study of e-commerce in the tourism industry has emerged as a ‘frontier area’ for information
technology. E-commerce is define by the processing of the exchanging the product or buying or
selling the product or service through Internet by the computer network. (Turbon, Chung, King
and Lee ,2000). e-tourism or Electronic tourism is an electronic trade portion, and what includes
the fastest developing technology which is develop faster, like such as information and
communication business, strategic planning industry of marketing /management and also
hospitality sector. The “e” means electronics’ and it’s representing the electronic marketplaces,
wherever the businesses bump into e-partners, e-governing, e-customers and different business in
this stand. The activity which is done by e-tourism mainly and trust on tourist agency, tourist
operator and other person who used to be operate different virtual reality tourism with the help of
the specific websites. And the sensation aforementioned involves in cooperation provider and the
consumer of tourism.

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2.3 Planning Travel
For the travel planning there is proposed numerous models. The previous study is focusing on the
lined up all the tourist in a same concept. It means they have the same process and objectives to
choose the product, pricing concept. But the study of Cohan (1979, 1985) deliver that the tourist
behavior are different with the wide-ranging of choices like performing various activities,
travelling style, motivation and the rejection of the product or services. Furthermore Burtan (1995),
recognize that satisfaction of the tourist, the experience in the tourism industry. The customers’
information needs and the source of it has been explained.
Cox et. al, (2009) made the “Stages of Travel Planning” combining the two researcher
perspectives. Five significant stages by Woodside and Lysonski (1989) and Engal, Blackwell and
Miniard (1990) make the decision making model. Cox et.al, (2009) combine his theory with this
two theory and make the Stages of Travel planning which has shown in figure 1
Figure 1: Stages of Travel planning

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2.4 Travel Planning for Information Instigation
Wethner and Klein, (1999) and Sheldon (1997) focus on their research that, influencing of
Information technology to the tourism industry. And also some know changes technologies and
behavioral of the customer which influencing the convenience and transmission for applicable
experience in travel. Though beforehand submerging to enchasing information through online it is
significant to learn how the flow of this path to the following addresses.
2.4.1. Word to Mouth (WOM)
Traditional word-of-mouth (WOM), which was originally defined as an oral form of interpersonal
non-commercial communication among acquaintances (Arndt, 1967). Consumers talk about new
running shoes, complain about bad hotel stays, and share information about the best way to get out
tough stains. Social talk generates more than 3.3 billion brand impressions each day (Keller and
Libai 2009), and affects everything from the products consumers buy to the drugs physicians
prescribe (Godes and Mayzlin 2009; Iyengar, Van den Bulte, and Valente 2009; Leskovec,
Adamic, and Huberman 2007; Moe and Trusov 2011).
For formation of the customer’s opinion WOM played an important role for it, it has becoming the
most powerful forces from over the last decades. From the past decades WOM is becoming more
powerful than ever because of the different channel of technology which is the motivated forces.
Phone, Blog,Email, PC, Texting etc makes the communication easier than ever before.
Satisfaction and expectation have gets more priority than ever before because this not only effected
the tourist itself who is travelling it is effecting other travellers as well as the host also. As tourist
tells about his experiences to others, for passing through this letter it creates the expectation to
others.
2.4.2. Electronic Word to Mouth (e-WOM)
Social media facilitates the communication between companies and customers; it also increases
the communication between customers about companies, which we call electronic word of mouth
(eWOM) (Hennig-Thurau et al., 2004; Kozinets et al., 2010). Nevertheless, because for the
digitalized, it got shifted from Word to Mouth to electronic- Word to Mouth (Prendergest, et al.,
2010). For the similarity perspectives most of the way traditional WOM is similar eWOM because
of its goes way faster than traditional one-woman is influencial then traditional WOM because of
it reach millions of people in a short time span,(Ibid).

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For the consumer’s perspectives e-WOM have a huge effect which is acknowledged already (Park
et al., 2007; Kumar and Benbasat, 2006; Huang, 2010; Bickart and Schindler, 2001), it also
changes the exchanging information and customers behavior via internet. (Clark and Canhoto,
2013).
2.5 Social Media
Social media is a media where projections and the customer where they can directly communicate
with the brand representatives or to discuss the product with their mates. There is more of a kind
of description what is the process of social media by underlying the interaction among people in
which they are creating, sharing, exchanging, modifying their ideas in virtual communities or
networks: “Social Media is a group of Internet based applications that build on the ideological
foundations of Web 2.0, and that allow the creation and exchange of User Generated Content”
(Kaplan, A & Haenlein, M., 2010, p .61).
Based on marketers and consumers how they communicates which revulatunary changes by the
internet particularly by the social media. The Internet has distinct characteristics (Peterson et al.,
1997), which are:
- The ability store different virtual location it can easily store a huge amount of information.
- The accessibility for broadcasting, organizing and obviously searching which can be information
it is getting more inexpensive and powerful as ever before.
- On demanding information provide easily and sufficiently
- The capability to create and assist as a medium of transformation
- The capacity to assist different software related thing for the wellbeing
- For the seller it is cheap to handle and entry-level cost is lower than different business.

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Figure2: Social network diagram
2.5.1. Web 2.0
A new wave of innovation of the internet throughout the four decades is “Web 2.0”. With Web
2.0, which is read/write, people have become active participants and content creators. They not
only find information on the Internet, but they also create and share content (Thompson, 2007).
The WEB 2.0 has some features which are:
(1) The WEB 2.0 is not a property owned by anything, this is an open source of information and
technology;
(2) The new technology and websites are penetrating the market places with the product and idea
and also everybody is using this thing for free and open, as a result of this by using the technology
for establishing an new enterprise which does not required to have a huge startup
(3) In this era technology, application and website are one of the key element of the manufacture
product, allowing wide range of variety, Information and sales were can easily customizable for
the variation of product range, and development of the nitch market.

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2.5.2. Travel 2.0
Web 2.0 applications in the tourism sector have been named Travel 2.0 applications by Philip C.
Wolf (president and CEO of PhoCusWright, a leading consultancy firm in the tourism arena) and
are creating, for the umpteenth time, a cultural change in the tourism world. Traditional operators
are facing a new consumer, which can easily access information and easily share own views,
comments and suggestions in an informal and collaborative way, increasing the value and
influence power as determinants of choice for other consumers.
Based on user generated content every tourism business needs to have implemented tools and
strategies like portal and websites or, at least, to the multimedia content it can integrate this new
technology.
2.5.3. Social Networking Site (SNS)
SNS are part of a suite of Web applications, also called social media, which utilize Web 2.0
principles. The term Web 2.0 defines websites that are designed to: (a) rely on the participation of
mass groups of users rather than centrally controlled content providers, (b) aggregate and remix
content from multiple sources, and (c) more intensely network users and content together
(O’Reilly, 2007). Social network sites provide simple, inexpensive ways to organize members,
arrange meetings, spread information, and gauge opinion. As more systems emerge, there will be
greater capacity for groups to organize and participate in collective action, a hallmark of civil
society. Adolescents use social media in large numbers. For example, a national survey in 2009
finds that 73% of online teenagers use SNS, which is an increase from 55% 3 years earlier
(Lenhart, Purcell, Smith, & Zickuhr, 2010). People are inviting friends digitally they make
connection to each other. (Steinfield, Lampe and Ellison, 2009).For creating and distributing the
unique perception by social media platform. (Pietro et al, 2012; Nusair, Bilghoin, Okumas and
Cobanaglu, 2013; Xiamg and Gratjel, 2010; Boyb and Ellisan, 2007). Based on Shirky, (2003)
research from 2003 the number of users is expressively increased in social networking sites.
Among the users perspectives it creates compensations to the users by the demographic variation.
Research shows that, in 2013 about 43% of the social networking sites users using multiple social
networking sites. (Pew Research Center, 2013). Another research shows that the Facebook adult
users in 2013 are 67% worldwide and in 2013 it goes to 71% users.

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2.6 Social Travel Network (STN)
For aiding to develop and expansion of this thesis, it classify openly about the Social Travel
Network. According to Buholis and Law (2008), the most popular search engine and online
database which are Science Direct, Scholar and Google. By using this engines it shows only a few
research is based on this topic. For the travel planning process by using social media a lot of
literature and articles were offered in WEB 2.0.
Table 1: presented for most popular scholars who are working in the tourism and technology which
is shown in the list.
Journals Author Publish
Years
Information technology in Tourism Vidyullata, Shivaji and Mundhe 2011
Information Technology Applications in
Hospitality and Tourism: A Review of
Publications from 2005 to 2007
Rob, Rosanna and Dimitrios 2007
Information and Communication
Technologies in Tourism 2014
Rodolfo, Marianna, Alessandro
and Juho
January 21,
2014
AN OVERVIEW OF INFORMATION
TECHNOLOGY IN THE TOURISM
INDUSTRY
Wayne and Michelle
The Journal of Information Technology and
Tourism – JITT
Frew, Ali 2015
Technology innovation and applications in
sustainable destination development
ALI, Alisha, FREW and Andrew
J.
2014
Virtual Reality Applications in the Hospitality
/
Tourism Industry
Patrick Horan 1996

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INFORMATION TECHNOLOGY
APPLICATIONS IN HOSPITALITY AND
TOURISM: A REVIEW OF
PUBLICATIONS FROM 2005 TO 2007
Buhalis, Rossanna and Rob 2008
The Impact of Information and
Communication Technology (ICT) as a Key
Factor of
Tourism Development on the Role of
Croatian Travel Agencies
Iris Mihajlović 2012
TOURISM AND TOURISM
INFRASTRUCTURE FROM THE
PERSPECTIVE OF TECHNOLOGICAL
CHANGES
Daniela and Adina-Gabriela
Information technology applications and
competitive advantage in hotel companies
Anil, Fevzi, Khaldoon and David
2011
Strategic use of information technologies in
the tourism industry
Dr Dimitrios Buhalis 1998
THE IMPACTS OF TOURISM INDUSTRY
ON HOST
COMMUNITY
Mansour and Mahin 2013
A Review of Research on Information
Technology in the Hospitality Industry
Peter and Jamie 2005
By combining this research the nearby possible classification will be like:
Social Travel Network (STN) which is based on the application and the platform which called
travel 2.0, with the capabilities of the social networking which helps the user and traveler for co-
creation and smooth social communication skill for exchanging of the information which are travel
and tourism related.
This section reviews the relevant concept and important theories to deliver wide-ranging

13
form of mediums to understand its influence for making the travel plan.
And different other sources which are linked towards the Social Travel Networks like Travel
Writing Tends (Travel Blogs), Virtual Communities and sites like booking.com.
2.6.1 Travel Writing Tends (BLOG)
TRAVEL WRITING TENDS to get pigeonholed. You rarely find anything on it–from literary
criticism to reviews of prominent or up and coming writers–outside of the same small group of
online publications.
2.6.2 Virtual Communities
Virtual communities have revolutionized the way people interact and have important marketing
implications as a viable business model, particularly in the tourism industry. Virtual travel
communities (VTCs) in general provide service benefits sought by community members along
with pleasurable VTC experiences. This is a challenging task, since multiple factors, social,
psychological, and technology used, contribute to end users’ satisfaction with VTCs.
2.6.3 Booking.com, airbnb
Booking.com
Booking.com is owned by Priceline.com (a US based Nasdaq listed company) however it operates
as a separate business unit within this ownership structure. Priceline recorded turnover of $39.17
billion dollars in 2013 ranking it second only to Expedia who recorded turnover of $39.4 billion.
The present content the company’s portfolio is:
 The online opinion or reviews were more than 95 million travelers all over the glove.
 Candid travelers photo more than 14 million.
 New influential post 3 for second
 Properties and business 4 million

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 Destinations 140,000+ worldwide.
Airbnb
Founded in August of 2008 and based in San Francisco, California, Airbnb is a trusted community
marketplace for people to list, discover, and book unique accommodations around the world —
online or from a mobile phone or tablet. Whether a spare bedroom, an apartment, a villa or a private
island, Airbnb connects travelers to a more diverse and authentic range of experiences in over
34,000 cities and 190 countries. Airbnb provides su-ciently low cost of revenue for individuals to
profitably list remnant inventory online; moreover, Airbnb provides enhanced reach by reducing
consumer search costs (Bakos, 1997).
The present content the company’s portfolio is:
 Airbnb serves in 34,000+ cities, 190 countries, 1.5M+ host and 50M+ guest
 Additional 10% increase in the size of the Airbnb market each year
 More than two million properties worldwide and over 50 million guests that used the
service by September 2015.
2.7 Technology Acceptance Model (TAM)
A theory of innovation developed by Davis (1986), Technology Acceptance Model (TAM) is
presently used in this study for forecasting the intention of the users for learning (Schellens,
Bourgonjon, Soetaert and Valcke, 2010; Bahli and Saade, 2005 ), Adopting new technology
(Fesenmaire, 2010; Ayeh et al, 2003a., 2003b)Lin, Wu, Lin, 2011), with importance of online
community participations (Chung, McLaughlin, Fulk, Wang, Park, 2010), For hospitality and
tourism (Litvir et al., 2009), for shopping ( Stuber and Bier, 2010). Moreover, Ramsaran Foldar
and Ban (2013) who work on the evolving realistic care for the TAM models for identifying 2 of
the factors which are Perceived Usefulness (PU) and Perceived Easy to Use (PEOU) to visualize
user approval and to simplify for the information systems in tourism and travel zone. Technology
Acceptance Model (TAM) is suggested by Davis (1989) in Figure 3

15
Figure 3: Technology Acceptance Model (TAM)
Technology Acceptance Model (TAM) have the base where the researchers could trace the
outlying variable effects intention, attitude and beleave to use. Early mentioned that TAM claimed
2 of the main variables which are Perceived Usefulness (PU) and Perceived Easy to Use (PEOU)
which influence the persons behavior towards the technology.
The older effort which are done by Fournier and Mike (1998) that research mainly focus on the
emotional sides adaptation of technology. Souiden and Chtourou (2012) conduct the more recent
research where they discover the significance of the demonstrative motivation of buyer and its
acceptances of the technical product. These findings were reliable by the study Brunen and Kumer
(2005) mention that the exciting aspects where only drives through device have the significant sign
which is effecting the customer’s behavior towerds the useage of the electronic devices.
To the customer domain Technology Acceptance Model is narrower in the wider applications
especially in tourism and hospitality sectors. According to Baron, Harris and Patterson (2006,
p112) they argued that for the lack of presence of the cultural and social context of the process is
in the customers acceptances to the advancement of the technology especially in communication
and information technology. And also Bouwman et al (2012) also criticize Technology Acceptance
Model for the incapability for addressing the lack of reflection of the customer context, limited
clarification of user’s purpose, hedonic factor and social context.
A very few number of studies is conducted in tourism sectors where dealing with the adoption and
the usages of the technology. Nevertheless Technology Acceptance Model (TAM) accomplish to
simplify while performing the task why customers were accepting or rejecting the technology.
Technology Acceptance Model (TAM) is important in this thesis, the main purpose to find out the

16
impact of the Social Travel Network (STN), in which the customers are using this kind of
technology for travel planning process.
This thesis is different from any other thesis in one key criteria. It is Information Adoption. User
is using the Social Travel Networks but it does not means that they are automatically accepting the
technology. Information and Communication Technology (ICT) creates the pathway to make it
easier to use and affordable to the tourist across the globe which are previously discussed in the
section of Literature Review. Nevertheless, the tourist has the total authority to use or not to use
this information providing by the technology. In short this research explore the knowledge through
the technological development in Information and Communication Technology (ICT) and for the
planning the travel how the customers are using this. Although the TAM remains strongly
influenced by behavioral elements due to its origin.
2.8 Information Adoption Model (IAM)
IMI which should be called by Information Adoption Model it got similarity with the Technology
Acceptance Model (TAM) and it is derivative from Theory of Reasoned Action (TRA),
Information Adoption Model (IAM) is widely accepted In the research of online community
(Christy M.K.& Cheung et al.2008, Zhang & Watts, 2003), and social networks (Jin et al.2009)
and eWOM (Neil, Matthew and Christy, 2008, Hsu, Chen and Chen, 2011). Information Adoption
Model (IAM), the only precursor flexible of changing and acceptance behavior is only linked to
Perceived Usefulness part. For predicting the customers information adaptation behavior is
influencing in the current research. Nevertheless for the factor in addition to perceived usefulness
there is some debate on availability part. In Figure 4 Information Adoption Model is obtainable.
Figure 4: Information Adoption Model (IAM)

17
For planning the travel it needs a massive amount of searching information. And also Information
Adoption Model (IAM) also have to understand the decision which is made by users. In Chien-
Wen Chen et al.(2011)’s study, credibility, previous belief and recommendation consistency are
introduced to IAM which has improved the variance to 54%. So it will be the motivational factors
with the efficiency for them who rise with the new social media platform.
For making a plan for travel where relatives and friends plays a crustal role for decision making
and give them the trust for the generating the sources of information and considered for the quality
(Loda, Zins and Teichmann, 2009; Bieger and Laesser, 2004). However Murray and Fodness,
(1999) claimed that for the decision making process user trust their relative and friends. Besides,
among the participants it creates some fellow fillings in this digital world.
2.9 Construct of Technology Acceptance Model (TAM) and Information Adoption
Model (IAM)
In this part the theory of Technology Acceptance Model (TAM) which concludes “perceived
usefulness and perceived easy to use” and for the Information Adoption Model (IAM) part it
conclude “perceived trustworthiness” which will be describe in details. It’s important by the using
of hypothesis in this research which are already told in the literature review.
2.9.2 Perceived Usefulness (PU)
Perceived usefulness (PU) is one of the independent constructs in the Technology Acceptance
Model (TAM). It is “the degree to which a person believes that using a particular system would
enhance his/her job performance” (Davis et al 1989., p,986) and it have the similarity with
Perceived Easy to Use, it takes care for the finishing touch, productivity and execution and also
some of the different factor. (Castaneda, et. Al, 2009). The effects of Perceived Usefulness is
simply similar with the Perceived Easy to Use (PEOU). (King and He, 2006). And also different
study shows that the importance of perceived usefulness where it is a main element by using the
technology on to tourism and hospitality experts. (Morosam, 2012, Huh et al., 2009).
According to the TAM model for the behavioral intention perceived usefulness impacts directly
on it. Davis et. Al, 1989) for accomplish additional benefit and bigger performances have to use
the information system as well. Another theory for the similar purpose shows that Perceived
Usefulness (PU) can inspire to use different type of technology. (Casteneda et. Al, 2009).
Technology Acceptance Model (TAM) shows the acceptance of the product and preventive
usefulness (PU) where it influencing positively effects the usages of the social media. (Wen and

18
Kwon, 2010). By the different user through Electronic Word to Mouth (E-WOM) it helps the
Social Travel Network (STN) for getting the various user. At the result it shows that to accomplish
the specific task the individual every time they want to use the information.
2.9.3 Perceived Easy to Use (PEOU)
Perceived Ease of Use (PEOU) is defined as the “degree to which the user expects the target system
to be free of efforts”(Davis, Warshaw and Begozzi, 1989. P, 986). In this study, PEOU is
considered as the degree to which a person believes that social media like Facebook or social travel
network like Booking.com is easy to use and not much effort is required. (Castaneda, Rodrigues
and Frias, 2009). Willingness for using the information system and perceived easy to use of that
system boost the material pursuing processes by supporting by the farter and smooth information
searching option and easy to handle solving the problem. (Castaneda et. al, 2009). PEOU has been
shown to be a particularly important antecedent to systems adoption since “individuals are more
likely to interact with a new technology if they perceive that relatively little effort is needed to
interact with it” (Agarwal, 2000).
By giving different kinds and types of varieties in easy to use segment this involves the effective
concept (Mathiosan, 1991). Still some of the scholar agreed that perceived usefulness towards the
perceived easy to use but some scholars do not want to buy that theory they argued that it does not
influence perceived usefulness towards the perceived easy to use. (Castaneda et. al, 2009). Davis
(1989); Venkatesh, Davis, Davis and Morris (2003) mention that “If the system is easier to
maintain and handle, it actually make a useful program. For the last of conclusion is that for
gathering some of the information from travel networking sites like booking.com for planning the
travel allow the customers to making the best decision by comparing and conducting the best
suitable tourist destination and hotels for developing the travel planning.
2.9.4 Perceived Trustworthiness (PT)
In electronic commerce, trust is deemed crucial for turning site visitors into buyers. When
engaging in online transactions, customers have to rely on the promises given by the online retailer.
F or example, customers do not know in advance whether an ordered item will turn out exactly as
what they wanted(Garbarino and Strahilevitz, 2004; Nitse et al.,2006). When people seek out

19
others for knowledge and information, they often turn to (Tsai & Ghoshal, 2001) and learn from
those they trust (Levin & Cross, in press).
Nevertheless, In marketing point of view trust is one of the crustal component for making the long-
lasting relationship. (Morgan and Hunt, 1994; Diyer , Schurr and oh, 1987; Anderson and Weitz,
1989). Sussmen and Saegel (2003) includes that there will be the good relationships between the
information usefulness and information trustworthiness. Sussman and Siegal (2003) support the
finding of Jin, Chan, Lee Cheung (2009), and highlighted that information usefulness is highly
connected to the trustworthiness of the users on the technology presented.
Trustworthiness in Electronic Word to Mouth (e-WOM) concept where it is inclines to influence
the for evidence recipients to prevent the danger. Gretzel and Yoo, (2009) in their research they
provide the evidence which prove that there is a connection between trustworthiness and structure
of content. And even they also prove trustworthiness and perceived expertise of the Electronic
Word to Mouth (e-WOM) inventors who are the important analysts of the content like travelling.
Likewise Barry and Parasuaroman (1991, p145) claimed “Trust is required in company-customer
relationship “and which “On the management of trust the effective service marketing is dependent
because in the service sector before experiencing the service the customers need to buy that
service”.
Verifying the level of trust in the user related social media user based on the available information
where the information created by individual. (Lee, Kao, Miao and Xie, 2011). By using of User
Generated Content (UGC) it creates the behavioral intension thee community member trust will
be healthy acknowledged. (Yah and Chai, 2011). Dickangor (2010) argued that for the trustworthy
issue User Generated Content (UGC) is highly considered, accepting the info provider and
ethically follow the regulation and give the honest opinion into it. Social Travel Network (STN)
like Booking.com which help the site to create assurance between the customers and travelers and
using this evidence for palnning the travels. Booking.com allow the user to create the content and
also access the other users content and reviews.
For the behavioral intention it creates the positive effects of trust where various literature work has
proven that. (Morgan and Hunt, 1994; Andersan and Weitz, 1992). Gregoire, Oh and Jeong,
(2003), also shows that when the user found that the website content of erroneous or untrustworthy
they might avoid the website by using it or they will moderate the usages. And also Cho and
Kerstetter (2004) remarks that the reliability of the information sources concerning travel,
measuring the type of information sources used it got the strong indicator by the trustworthiness
of the information sources. For that reason it can be conclude from the research that if the customer
generate the trustworthiness by using the Social Travel Network (STN) the higher chances to
remaining the connection with each networking sites. In similarly Ruytar, Kleijnen and Wetzels
(2001) argued that the positives relationship with in the customers commitment to the services and
the level of trust. Consequently in the hospitality and tourism sector, from the particular sources

20
of information perceived trustworthiness can be leading through on travel experience’s which can
be good or bad.
2.9.5 Behavioral intentions for using info (BIUI)
The attitude-behavior relationship, which seeks to better understand what influences human
actions has been a popular research topic in various fields (Magee, 2007). In a definite way how
the individual will probable to perform (McKnogot, Kacmar and Choudhury, 2002). The idea of
behavioral intention originated from Theory of Attitude in psychology and is currently mostly
discussed with consumer behaviors. Attitude contains a cognitive factor, an emotional factor, and
an intentional factor. Hyun and O’Keefe,( 2012) pointed out behavioral intention as individual
positive or negative behavioral tendency or intention to the attitude toward the technology.
Generally, it refers to the possibility or tendency of an individual special action or method based
on attitude. Within the 4 category the technology Behavioral intention have been grouped which
are: 1. Organizational Context 2. Social Context 3. System Context and 4. Individual Context.
(Perk, 2009). And also Thang, Tam and Hong (2002) argued that, easy to use is blearing improved
perception and significant use of information goes through increased information availability. For
higher resources in this case they are using perceived usefulness and perceived easy to use. In their
research Lu and Lin (2000) find that, improved perception about easy to use and significant use of
information which increase the information availability. Fishbein and Ajzen, (1975), believes that
that anything is easy to use and useful which creates higher motivation to the use by using the
services or products. And also Jeang et. al, (2003), confirms that the relationships amongst
behavioral intention and online information highlighted that the reliability and trustworthy got the
key factor for the information’s behavioral intension. In fact most of the author Vankatesh and
Davis, (2000); Sheppard, Hartwich and Warsaw, (1988) the correlated is higher in behavioral
intension and actual behavior. As a result in this research conceder to penetrate online social sites
and travel community (eg. Booking.com, Airbnb) and it indicates a well participates in this kind
of networks.
For the better performances the motivational factors are influencing the behavioral intentions.
(Ajzon, 1991). Behavioral intention is establishing with a rapid growth and expand on using the
information technology (Venkatash et. al, 2003; Davis et. a;, 1989) and also for the internet shop
(Lin, 2007; Ajzon, 2011).

21
2.10 Linking Social Travel Network to Theory
This segment reviews the relevant concept and important theories to deliver wide-ranging
form of mediums to understands its influence for making the travel plan.
User Generated Content (UGC) is consequence for the travel related decision. (Enoch and
Grossman, 2009;Cox et. al, 2009; Yoon ad Gratzel, 2008; Arsal et. al, 2008; Huang et al., 2010).
It clearly shows in the result that people are getting interested what the other travellers those who
previously visit that place and giving the priority who give review and saying something about
that places by considering that they will take decision. ComScore, (2007) survey shows that for
travel making or purchasing decision making about 86% of travellers were actually fond of reviews
which create by others. Travel reviews and content creates by travellers creates a maximum effects
for travel planning process. (Gretzel, 2007). It create a trust and believe the review it creates
influences and sometime security among the fellow travellers. And also Gretzel and Xiang (2010)
more than one of tenth of the tourism related of the search result were conducted in to travel related
information in social media search result. The number of the travel related sites and social media
users were increasing rapidly throughout the decades.
Burguss et. al, (2009), shows that tourist want to have trust on individual who don’t have any
kinds of advertising or commercializing interest for distribute his or her experience and
information. And also Walsh, Gremlar, Gwinner, Hennig Thurau (2004) the travelers knows most
of the reviews are anonymous despite the facts they wants to trust the online source. For the risk
and trust factor like physiological and financial risk involves travelers want to trust the person who
give review which are debated in this section previously. In this era people trust the unknown
person as they can re-count to the same concept or other. Social Travel Networks (STN) are
provide the appreciated information’s about the one’s location, age etc. and it’s become transparent
increasingly on the social travel networks. And the rising of the privacy issue, it creates the
trustworthiness to each other. This privacy issue is mostly come from the supplier’s side because
with the help of this information the company can create promotion in the target market.
MacLaurin, Crotts and Pan (2007) ; Gretzol (2007)shows that the user based review is going to be
useful, trustworthy and informative so this features of reviewing of the travel which ultimately
creates the confidence to the travelers for using this sorts of information for planning the travel.

22
Jun, Votg and MacKEy (2007); Pan and Fesenmaier (2006) mention that for safety measure form
unacquainted situations travelers rely for travel related information during trip. McIntosh, (1972)
mention that, For difficulty to measure prior purchase decision of the quality of the tourism
product, that’s why travelers using information like destination search, evaluating the services and
reading the reviews. A study shows that more than 81% of the travelers with the help of e-WOM
review commendation they actually plan their travel plans.(Sidali, Schulze and Spiler, 2009).
Although the same format influencing for the loyalty level and product awareness for locating the
social media contact page it helps the millions of user by information search.
Different researcher acknowledge the important of the travelling network and social media and the
gratified which is made by travellers, for planning the travel it creates a huge interest in it.
(Tussyediah, Fesenmaier and Park, 2011; Lo, McKarcher et al., 2011; Yoo and Gretzol, 2010; Cox
et. al., 2009)Huang, Hsu and Basu (2010) have reviled travelers mainly give priority User
Generated Context (UGC) and social media for the searching for the travel information.
Establishing that in travel related reviews are done before the travel occur in the early stages (Cox
et al., 2009). Likewise Fesenmaier and Yussyadiah (2009) told that for encourising the choice of
tourist destination and helped to inform tourist about destination by the help of social media travel
2.0. A survey which is accompanied by Coz et. al, (2009) based in Australia inbound tourist
contains 12543 respondence; for findings the alternative routes 22% of the respondents were using
Travel 2.0 service. For making the decision of purchasing about 15% of the respondents using this
information’s.
Leung et al., (2013) argued that the traveler likes to picture them as complete the review which are
made by others as they are traveling through, from their fellow customers and friends the
participation is based on that apprehend services. User Generated Content (UGC) on Travel 2.0
site which is helpful for the travelers to get inside of the places by individual reliability and get the
inspiration with keenness for choosing the destinations.
And also, the behavioral changes for using the information which has a tremendous impact on
Perceived trustworthiness, perceived easy to use and perceived trustworthiness. Now a days Social
Travel Network (STN) is getting more resourceful and it is highly more demanding itself and the
travelers are using as there advantages for planning the next travel planning and its offerings helped
for understanding the important of this research. It relies on the success of the social networking
sites and the acceptance of the people that how useful is the information for its travel and the
usefulness of it. By creating the Hypothesis model it will evaluate in the next part.

23
3. Hypotheses and Research Model
The purpose of this research is to determine the impacts on social travels network on planning the
travel. Creating a conceptual model the theory of IAM and TAM are created which is using for
testing the hypothesis. This segment is originates from hypothesis and theory in order to answering
the research question.
Previously discussed in the section of the literature review. Among the Behavioral Intention to use
and perceived usefulness the perceived easy to use have the positive impact between them. So that
the hypothesis is proposed by the theory of TAM and the nature of STN where the hypothesis are
following:
H1-1; There is a significant relationship between Perceived easy to Use in Social travel networks
(STN) with behavior purpose for using the information of STN.
From the model it also be note that the usefulness of the information have the influence and had a
relation in the behavioral intention. As the hypothesis are following:
H2-1; there is a significant relationship between Perceived usefulness in Social Travel Network
(STN) with behavioral by using the information in STN.
Based on the theory of Information Adoption Model (IAM) which have been influenced built on
the trust and the effectiveness of specific information’s networks, this study includes prior essay
by discovering the altered effect on usefulness and trust on behavioral intensions. STN where the
hypothesis are following:
H3-1; there is a significant relationship between Perceived trustworthiness in Social travel
networks (STN) between behavioral to gather data for planning the travel.
By the hypothesis above, based on the STN for planning the travel the following the structure
model is proposed in Figure 5 This model is helpful for linkage different construct like the
proposed hypothesis IMA and TAM.

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CHAPTER 3: METHODOLOGY
3.0 Introduction
The purpose of this study is to seek and identify for the social media, social travel network (STN)
for planning the travel and by accepting the association between the usefulness and easy to use for
the Social Travel Networks, the level of trustworthiness and behavioral intention of the tourist was
in the network itself. This research is logical because it is based on the theory Technology
Acceptance Model (TAM) and Information Adoption Model (IAM) which is established for over
four or five decades but this formula have a narrow using in tourism. The approach of this research
is been founded by the distinguishing on the question of the research. For getting the decent
impression for the influence on Social Travel Network like Booking.com for the process of
planning the travel, by conducting the review of those who are potential traveler who use social
travel network which is the main source for gathering the information about the tourist who make
a travel plan by using this sources. Then the data will be analyzed by the help of SPSS 2.0 in
Windows and the last part will be the findings where the result were analyses and discussed.
3.1 Research approach
According to Shaw, Dixon and Jones III, (2010) argued that ‘Research Approach refer to important
expectations what is like in the earth and what is the key objective of enquiry and according to the
body of literature how it’s how it will researched.
According to Willis, (2007), “This research is conducted and designed below the inducement of
the post positivist approach and its welcoming form of positivity. The reason for that is using some
qualitative method like survey and interview and then collecting the data and information in detail.
Hence in this thesis by experimenting the model where the Social Travel Network (STN) where in
that situation Booking.com, airbnb where it creates opportunity in tourist and customer itself
whether it influencing the customers positively or negatively.

26
3.2 Research process
Surveys were performed which is based in Dhaka, the capital city of Bangladesh. To achieve a
good sample which is demonstrative, the author conducted survey via distribution of Google form
based questionnaires via authors social media profiles like three Facebook group, Google+ and
LinkedIn group due to author is located in Malaysia. Tourism Bangladesh, Desperately Seeking
Dhaka-DSD, AIUB Tourism and Hospitality Community, AIUB Business Club which are the four
Facebook group and personally send the survey to the Bangladeshi LinkedIn community where
the survey were shared. Facebook has been chosen for the ecclesiastical the survey because of the
reliable information for the author.
The author’s social network like LinkedIn and Facebook provide the true image of the population
because of the diversity of the location, gender and age of the people on the people of the authors
Facebook profile and the location of the respondents on LinkedIn. The survey required for the
particular location itself where they are located. Although it is a bit unconventional that the author
is confident enough the information is provided which have enough evidence to support a sample
of responses which is gathered to be a representation of the population at large.
3.3 Research model
The purpose of this research is to determine the impacts on social travels network on planning the
travel. Creating a conceptual model the theory of IAM and TAM are created which is using for
testing the hypothesis. This segment is originates from hypothesis and theory in order to answering
the research question.
Previously discussed in the section of the literature review. Among the Behavioral Intention to use
and perceived usefulness and the perceived easy to use have the positive impact between them.

27
Diversity dimension
Three dimension of diversity were located Behavioral Intention like (travel advice, changes and
using content) and of the intervening variable which are (Dependable, Honest, Reliable). The
research hypotheses which are placed in section 3.4.
3.3.1 Dependent variable
Behavioral Intention is a dependent variable. Which includes travel advice, planning and changing.
3.3.2 Independent variable
Perceived usefulness (PU) and Perceived Easy to Use (PEOU) is one of the independent variable
in the Technology Acceptance Model (TAM).
3.4 Instrument Design
For the long period of time in the sense of data collection tools in the social science questioner and
survey have been applied (Cook, Heath and Thompson, 2000; Chang and Kkosnick, 2001) To
understand the Individuals the survey can produce some information like, sentiments, behavior,
outlook, opinion and awareness (Taylor andPowell,1998).
3.5 Research Hypotheses
The following summary of hypotheses were established and used as the framework for the
investigation in the research:

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Table 2: Hypotheses developed in this study
No Hypothesis
H1-1 There is a significant relationship between Perceived easy to Use in Social travel
networks (STN) with behavior purpose for using the information of STN.
H2-1 There is a significant relationship between Perceived usefulness in Social Travel
Network (STN) with behavioral by using the information in STN.
H3-1 There is a significant relationship between Perceived trustworthiness in Social travel
networks (STN) between behavioral to gather data for planning the travel.
3.6 Research design
In this part of the study it focus on examining and studying the factor which is effecting the
dependent variable (Behavioral Intention) to independent variable (Perceived usefulness) in the
social media platform while defining the relation of intervening variables (Behavioral Intention)
to Perceived Easy to Use and Perceived Trustworthiness. Questionnaire is one of the method to
collect the data and which is selected as a instrument for the examination of above mentioned
connections. The author inspected sample size consists of 100 people where (n=100) which
represent the entire inhabitants for gathering rich and in depth picture of the research.
3.7 Questionnaire design
In order to increase the effect of the response rate the questioner were planned and build to make
simple to understand the topic which the author is talking about. The questioner was dividing and
builds into four separate sections. Which is the Section A, Section B, Section C and Section D.
Section A is set into Social Media Using phenomena and it is adopted solely from Davis F.D.,
(1989) questioner , easy to use as it reflects which consist of details (Learning outcome,
information gathering, Easy to access and easy to use). This section is designed mainly for
determine relationships with the social media and how it is going to easy to handle. Section B
designed to determine the usefulness of the social media which consists of (efficiency, easier,
making decision, usefulness) it is also adopted solely from Davis F.D., (1989) questioners. The
section C perceived Trustworthiness determines dependable, honest, reliable, sincere and
trustworthy. And Section D behavioral part which determined planning, changes content using.
And each of the 4 section have 5 question each and the demographic have 4 question which to be
answered by the resonance.

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Table 3: Layout of Questionnaire
Section Questioner Items
A Perceived Easy to Use 5
B Perceived Usefulness 5
C Perceived Trustworthiness 5
D Behavioral Intention 5
From various recognized journals and articles total of 29 methods were selected. These includes
Perceived Easy to Use (8 items), Perceived Usefulness (7 items), Perceived Trustworthiness (6
items), Behavioral Intention for using info (8 items).
Table 4 Construct of Variable
Variables Constructs Author/ Journal
Perceived Easy to Use Learning Davis F.D, 1989
Information Davis F.D, 1989
Access Davis F.D, 1989
Easy to use Davis F.D, 1989
Easy to use Davis F.D, 1989
Perceived Usefulness Improve Davis F.D, 1989
Efficiently Davis F.D, 1989
Easier Davis F.D, 1989
Decision making Davis F.D, 1989
Usefulness Davis F.D, 1989
Perceived Trustworthiness Dependable Ohanian, 1990,91
Honest Ohanian, 1990,91
Reliable Ohanian, 1990,91
Sincere Ohanian, 1990,91
Trustworthy Ohanian, 1990,91
Behavioral Intention Hesitate Ayeh, Norman, 2013b
Travel Advice Davis F.D, 1989
Planning future trip Ayeh, Norman, 2013b
Changes Ayeh, Norman, 2013b
Using the content Venkatesh, Morris, 2003

30
The 5-point likert scale with various items is used for measuring the dependent and independent
variable in the questionnaire. The respondents have to require choosing from the questionnaire,
By using the rating scales where she or he have to choose whether they are disagree or agree with
every report which they apply for it. The scale of the ranking have to choose beginning with 1
which is Strongly Disagree and 5 which is Strongly Agree. The rating of the scale were shown as
below Table 5
Table 5: Scale of the rating
Strongly disagree Disagree Neutral Agree Strongly Agree
1 2 3 4 5

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Table 6 Definition of Item Valuable
Valuable Definition of item variables
Perceived Easy to Use
Perceived usefulness was defined as
the ‘‘degree to which an
individual believes that using a
particular system would enhance his
or her job
performance’’ (Davis, 1993, p. 477).
1. It is easy to learn how to use Social media
2. It is easy to use Social media to find relevant information
needed for travel planning
3. It is easy for me to access the sites i.e TripAdvisor,
Booking.com, Airbnb (signup, login, signing, setting etc)
4. Social media sites (TripAdvisor, Airbnb, Booking.com) is
easy to to planning my trips
5. Overall I found social media sites (TripAdvisor, Airbnb,
Booking.com) easy to use
Perceived Usefulness
Perceived ease of use was defined as
the ‘‘degree
to which an individual believes that
using a particular system would be
free of physical and mental effort’’
(Davis, 1993, p. 477).
1. Social media sites (TripAdvisor, Airbnb, Booking.com)
improved my travel planning
help me to plan my trip more efficiently
makes my travel planning easier
makes it easier for me to reach travel related destination
5. Overall I found Social media sites (TripAdvisor, Airbnb,
Booking.com) is very useful for travel planning
Perceived Trustworthiness
trust has received a lot of research
attention and has been identified as a
key driver for the success of
electronic commerce (Bart et al.,
2005; Harris and Goode, 2004;
Jarvenpaa et al., 2000; Konradt et al.,
2003; McKnight et al., 2002b;
Schlosser et al., 2006; Stewart, 2003;
Trifts and Häubl, 2003).
1. Travelers who post content or review on Airbnb,
Booking.com or TripAdvisor are dependable
Booking.com or TripAdvisor are honest
Booking.com or TripAdvisor are reliable
Booking.com or TripAdvisor are sincere
Booking.com or TripAdvisor are trustworthy
Behavioral Intention
web security has a positive influence
on attitude and behavioral intention.
Therefore, this study sets web
security as an important variable.
(Cheng et al. 2006)
1. I hesitate to visit travel related websites Airbnb,
Booking.com or TripAdvisor for travel information
2. I wish to use travel advice information from Airbnb,
Booking.com or TripAdvisor's forum
3. I expect to use the content of Airbnb, Booking.com or
TripAdvisor to plan my future trip
4. I make changes to all or part of my existing travel paln after
using the content of Airbnb, Booking.com or TripAdvisor

32
5. I intend to use the content of Airbnb, Booking.com or
TripAdvisor for my travel planning process
3.7 Pilot survey
To test the accuracy of the questioner pilot survey was deployed. The purpose of the pilot study
According to Ticehuest and Veol (2000), is to check and examine the questioner layout, sequence
and wording. The data collection tools were used from the researcher made questionnaires based
on various literature reviews from previous studies on diversity and organisational commitment
questionnaires. A pilot survey was sent to 20 individuals which give through author’s Facebook
profile personal massage. The reliability of the questionnaires was confirmed by means of
Cronbach’s alpha (0.84) where it indicates that the instrument used to measure each variables in
this study is reliable, Largely, the reliability test of the test result is positive and it ration was above
0.77, where it goes to 0.80 to 0.84. . In this research also previously distribution of the pilot survey
and review the final report then after some major changes and adjustment were made and lastly
distributing the final survey report to professional survey group in Facebook and LinkedIn. Overall
the findings in this test result indicate that the instruments which were used to measure every single
variable it shows that the study is reliable and good.
3.8 Sampling design
Traditionally sampling surveys were performed which is based in Dhaka, the capital city of
Bangladesh. To achieve a good sample which is demonstrative, the author conducted survey via
distribution of Google form based questionnaires via authors social media profiles like three
Facebook group, Google+ and LinkedIn group due to author is located in Malaysia. Tourism
Bangladesh, Desperately Seeking Dhaka-DSD, AIUB Tourism and Hospitality Community, AIUB
Business Club which are the four Facebook group where the questioner were send and personally
send the survey to the Bangladeshi LinkedIn community where the survey were shared. Facebook
has been chosen for the ecclesiastical the survey because of the reliable information for the author.
At the end total of 132 respondent were fill up this survey. Because for the quality control the data
collection were screened and squished for those who only use social media not for the travel related
purposes, outliers and also the lack of knowledge of the missing case were deducted from the
survey. So 100 qualified responses they are identified as a Social Travel Network users and also
using the social network as well.

33
3.9 Data collection technique
By using the descriptive nature of data collection in this study where the method of the research is
of the investigation of the method of survey where this research is basically define the connection
between the Behavioral Intention with Perceived Trustworthiness, Perceived Usefulness and
Perceived Easy to Use in the social media platform in Bangladesh. Through the qualified data was
going through the reliability of the itself. And the Cronback Alpha is (0.82) in the pilot survey so
its measures the each section is reliable.
With the standard questioner which is about 24 item, which is unruffled from the resplendence via
Google form. The survey was send by the author and it took three days to send the survey to the
respondance. And the twenty two days’ time the respondance can send any time for avoiding
disturbance and their response to the author. The respondance have their free will to response.
And it takes on average of 5-7 minute time to answer it.
3.9 Data evaluation technique
3.9.1 Descriptive analysis
For evaluating the data for research there are availability of different technique. Based on the
answer of the questioner which conducted earlier the data can be chacked and analyzed even
whether the info is correct or not. Additionally, by using IBM SPSS Statistics 20 the questionnaire
were implicit to allow examination which would be showed. Obtaining research from the
behavioral part of the respondance. Much simple action research involves descriptive analysis and
provides valuable information about the nature of the particular group of individuals (Best & Kahn,
2003).
3.9.2 Reliability analysis
The most popular index (and the one reported in Testing & Evaluation’s item analysis) is referred
to as Cronbach’s alpha. Cronbach’s alpha provides a measure of the extent to which the items on
a test, each of which could be thought of as a mini-test, provide consistent information with regard
to students’ mastery of the domain. In this way, Cronbach’s alpha is often considered a measure
of item homogeneity; i.e., large alpha values indicate that the items are tapping a common domain.
Cronbach’s alpha ranges from 0 to 1.00, with values close to 1.00 indicating high consistency.

34
Table 7: Cronbach Alpha reliability measure
3.9.3 Correlation analysis
Correlation quantifies the extent to which two quantitative variables, X and Y, “go together.”
When high values of X are associated with high values of Y, a positive correlation exists. When
high values of X are associated with low values of Y, a negative correlation exists.
Correlation and regression analysis are related in the sense that both deal with relationships among
variables. The correlation coefficient is a measure of linear association between two variables.
Values of the correlation coefficient are always between -1 and +1. A correlation coefficient of +1
indicates that two variables are perfectly related in a positive linear sense, a correlation coefficient
of -1 indicates that two variables are perfectly related in a negative linear sense, and a correlation
coefficient of 0 indicates that there is no linear relationship between the two variables. For simple
linear regression, the sample correlation coefficient is the square root of the coefficient of
determination, with the sign of the correlation coefficient being the same as the sign of b1, the
coefficient of x1 in the estimated regression equation.
Neither regression nor correlation analyses can be interpreted as establishing cause-and-effect
relationships. in Table … below. Meanwhile, in hypotheses testing, ”p” refers for Pearson’s
correlation is represent and the value of ‘p’value can be resolute on which is larger than 0.05 (p >
0.05), it will trigger that the null hypothesis is accepted. And also if the p value is smaller than
0.05 then it means the null hypothesis is rejected (p ≤ 0.05).

35
Table 8: Pearson's Correlation Coefficient (r) value
Source: Adopted from Lind, et al. (2015)
3.9.4 Regression analysis
Besides correlation coefficient the regression analysis is a different way to make a inspect of liner
relationship among 2 of them. Regression is a statistical technique to determine the linear
relationship between two or more variables. Regression is primarily used for prediction and causal
inference. In its simplest (bivariate) form, regression shows the relationship between one. (Lind
et. al, 2014). In this research it confirms that there are more than one independent variable, for that
reason multiple regression has been used. For the multiple regression analysis, there are two
variable accrued which are (2) Independent Variable(x) help to forecast (2) Independent
Variable(x). (Lind et. al, 2014).To examine relationship between variables into multiple regression
analysis which helps the researcher to examine. Where in this study one dependent variable which
is behavioral and testing the significant relationship within the independent variables which are
(perceived easy to use, perceived usefulness and perceived trustworthiness) which relates to the
usage of the social media between the tourists holiday travel plan.
3.10 Ethical consideration
The University of Sunderland is committed to maintaining the integrity and probity of its academic
research. To this end the University regards it as fundamental that the conduct of research must
conform to good academic practice that the dissemination of the results of research must be truthful
and fair, and has accordingly adopted the following Code of Practice for Research to inform staff
and students of the standards of behavior it expects.
According to the ethical values this survey has been monitored which is suggested by University
of Sunderland, wherever “Practices, Procedures and Ethical Policies for the Study” which is

36
delivered and referred by the University council body. By the following basic ethical principles
were adopted by the Research Ethics Committee (Research Ethic Committce, 2013).
 This research need to be undertake, reviewed and designed with high standard as possible.
It need to be obey and respect the University Law, Professional Codes of Practice and
Governance.
 Participants of human in research have to defend their wellbeing, safety, rights and dignity.
 Recognition of the importance of recruiting, selecting and retaining researchers with the
highest potential to achieve excellence in research
 The University encourages honesty, openness and good communication in all aspects of
research and this is a priority when preparing a funding application. All relevant parties
should be aware of the impending application.
 The participants have the full knowledge about the participate what they are trying to do
and fully informed what participation will involve. And participants have to volunteer.
Author can use motivation to encourage the participance is accepted but it have to be
smooth not forcefully gain the attenuation.
 Participant have the right to change their mind also pull out themselves from the survey for
any reason any time anywhere.
 The participant’s information must be intimate. It must be maintaining secret whenever it
imaginable. According to the law the information should be disposed, stored, retain and
processed of the participants.
 The research have to defend wellbeing, safety, rights and dignity of the authors, who should
need to comprehend the potential, benefits and risks of the research.
3.11 Summary
The summery of this part where the author first discuss about methodology of the research. Where
the measurements of the perceived easy to use, perceived trustworthiness, perceived usefulness
and behavioral intention where is in the framework of the research. Resolute the hypothesis. Also
discussed researched designed and data. Started ethical consideration and pilot test. Quantitative
approach was used to validate the study, And also making the questionnaire linkart scale were
implemented to calculate the respondances feedback for collecting the data.

37
CHAPTER 4: FINDINGS
4.1 Introduction
In this section, the author defines the consequence of the figures found and the result are putting
together and then analyzing the data using the IBM SPSS Statistics 20, which mentioned earlier in
this research. At the first of this section presenting the socio demographic outline of respondent.
The second part follows the reliability analysis following which is discussed. Reliability of the
data will be conducted. And the last part is to discussed. And lastly the hypothesis testing the
discussion is includes the correlation and regression analysis which is the result or findings of it.
4.2 Social-Demographic Profiles
In Table 9 the respondance of the profile is given below. Where Out of 132 respondence only
qualified 100 responses because of they only use social media not for the travel related purposes,
outliers and also the lack of knowledge of the missing case were deducted from the survey. From
the total study this is about 75% of response rate.
Table 10 Gender of total Respondents
Frequency Percent Valid Percent Cumulative
Percent
Valid
Male 67 67.0 67.0 67.0
Female 33 33.0 33.0 100.0
Total 100 100.0 100.0
From total of 100 respondents, 67 of them (67%) are male. In other hand 33 of them (33%) were
female.

38
Table 11: Age of Respondents
Percent
Valid
18-30 58 58.0 58.0 58.0
31-41 36 36.0 36.0 94.0
41-50 6 6.0 6.0 100.0
Total 100 100.0 100.0
From total respondents majority of them fall into between 18 to 30 year group which is about
(58%). Between 31 to 40 years age group the respondents is about (36%). Between 41 to 50 years
age group the respondents is about (6%). And there are no respondents between 51-60 years and
above 61 years.
Table 12: Education of Respondents
Percent
Valid
Hsc 13 13.0 13.0 13.0
Diploma 9 9.0 9.0 22.0
Degree 47 47.0 47.0 69.0
Masters 31 31.0 31.0 100.0
Total 100 100.0 100.0
In terms of education qualifications majority of the respondents (47%) having Degree Level.
Followed by (31%) in Masters Level, (13%) in HSC Level and the (9%) in Diploma is their lowest
level of educational and qualification.

39
Table 13: Occupation of Respondents
Percent
Valid
Student 24 24.0 24.0 24.0
Employee 51 51.0 51.0 75.0
Business 15 15.0 15.0 90.0
others 10 10.0 10.0 100.0
Total 100 100.0 100.0
Majority of the respondents were employee which is about (51%). Followed by student this is
about (24%), (15%) of the respondents were business man, and (10%) of them were others.
Table 14: Income of the Respondents
Percent
Valid
<20000 37 37.0 37.0 37.0
20000-50000 30 30.0 30.0 67.0
50000-70000 20 20.0 20.0 87.0
70000-100000 5 5.0 5.0 92.0
>100000 8 8.0 8.0 100.0
Total 100 100.0 100.0
Lastly, in terms of income of the respondents, about (37%) of them income less then <20000 Taka.
Followed by (30%) of the respondents income in between 20000-50000 Taka, (20%) of the
respondents income in between 50000-70000 Taka, (8%) of the respondents income greater then
>100000 Taka and lastly (5%) of the respondents income in between 70000-100000 Taka.

40
4.3 Measurement of variable
4.3.1 Reliability Analysis
By using reliability analysis the overall consistency measured, tested and verified and also
obtaining a good portion of measurements and with this analysis it can measure a specific theory,
so that researcher got a clear concept about the consistency of the measurement itself and based
on that consistency can change the research design itself. Every single concept have to go through
the reliability analysis. For testing the reliability Cronbach’s Alpha was taken and Cronbach’s
Alpha’s acceptance level is .70 or 75%, if the Cronbach’s Alpha is less than .70 or 75% it will be
rejected. The main objective of Cronbach’s Alpha is to make sure that the all of the item which
input are in a positively connected between to every one and one another so that it is not
inconsistence so that it is deployed to measuring the consistency amongst the variable.
In this research for increasing the reliability one item have to be removed. And the result of the
pilot test shows that the Cronbach’s Alpha value Perceived Easy to Use (0.84), Perceived
Usefulness (0.82), Perceived Trustworthiness (0.89) and without removal of the BITU1 item the
Behavioral Intention will be (0.66) and removal of BITU1 the Cronbach’s Alpha value increased
by (0.78) so it is satisfied. At the end of the result it conclude that the measurement is reliable. In
the Table 15 the Cronbach’s Alpha item were shown.
Table 15 Pilot Test Reliability Analysis
Variable Item Item Drop Overall Cronback’s
Alpha
Perceived Easy to Use 5 0 0.837
Perceived Usefulness 5 0 0.824
Perceived
Trustworthiness
5 0 0.885
Behavioral Intention 5 0 0.782
Table 16 This research Reliability Analysis
Variables Items Name Cronbach's Alpha if
Item Deleted
Overall Cronbach’s
Alpha
Perceived Easy to Use 1 PEOU1 .784 .813
2 PEOU2 .793
3 PEOU3 .792
4 PEOU4 .780
5 PEOU5 .726

41
Perceived Usefulness 1 PU1 .819 .865
2 PU2 .841
3 PU3 .839
4
PU4
.856
5 PU5 .823
Perceived
Trustworthiness 1 PT1
.850
.874
2 PT2 .857
3 PT3 .847
4 PT4 .843
5 PT5 .836
Behavioral Intention 1 BITU1
.828
.708
2 BITU2 .563
3 BITU3 .595
4 BITU4 .626
5 BITU5 .586
The Reliability of three sections Perceived Easy to Use, Perceived Usefulness, Perceived
Trustworthiness shows a good result and the value of Cronbach Alpha is .813, .865 and .874 on
the other hand Behavioral Intention of the Cronbach Alpha is .708 it is accepted but if author pull
down BITU1 then the Cronbach’s Alpha will increased by .828. So action taken to delete the
question 1 of Behavioral Intention which is BITU1 to increase the reliability. Though, if any other
item besides BITU1 is removed there will be no effect in reliability scale.
4.3.2 Descriptive analysis
As it mention early in the research, using the 5 linkart point scale which are from 1 to 5 in the
variable which are accessed. And from that examination the result shows that the where the
Gender in Standard Deviation (SD) is .47 and mean is 1.33. The Standard Deviation (SD) of age
is .61 and mean is 1.48. The Standard Deviation (SD) of Education is .96 and mean is 2.97 The
Standard Deviation (SD) of Occupation is .88 and mean is 2.11 The Standard Deviation (SD) of
Income is 1.21 and mean is 2.17. The Standard Deviation (SD) of PEOU is 2.65 and mean is.
16.49. The Standard Deviation (SD) of PU is .61 and mean is. 15.48. The Standard Deviation (SD)
of PT is 2,54 and mean is. 14.74. The Standard Deviation (SD) of BITU is 2.40 and mean is 13.83.

42
Descriptive Statistics
N Mean Std. Deviation
Statistic Statistic Statistic
gender 100 1.3300 .47258
Age 100 1.4800 .61101
Education 100 2.9600 .96316
Occupation 100 2.1100 .88643
Income 100 2.1700 1.21485
PEOU 100 16.4920 2.64604
PU 100 15.4780 2.94487
PT 100 14.7420 2.54293
BITU 100 13.8320 2.39507
Valid N (listwise) 100

43
Figure 6: Percentage of agreement to items for Perceived Easy to Use (PEOU)
Source: SPSS
The Figure … shows that about 77% of the respondances knows that it is easy to learn social media
and they are satisfied with it. For find the relevant information’s about 68% of respondances agrees
it is easy to use social media. Social Travel Networks like Trip advisor, Booking.com, Airbnb
(signup, login, signing, settings etc) where easy to use about 64% of the respondances were agreed.
For planning the trip 58% of the respondance were happy to use social media sites for travel
planning. And 68% of the of them happy to use social media sites for travel plan.
0 10 20 30 40 50 60 70 80
1. It is easy to learn how to use Social media?
2. It is easy to use Social media to find relevant information
needed for travel planning?
3. It is easy for me to access the sites i.e TripAdvisor, Booking.com,
Airbnb (signup, login, signing, setting etc)
4. Social media sites (TripAdvisor, Airbnb, Booking.com) is easy to
to planning my trips
5. Overall I found social media sites (TripAdvisor, Airbnb,
Booking.com) easy to use
77%
68%
64%
58%
68%
Perceived Easy to Use

44
Figure 7: Percentage of agreement to items for Perceived Usefulness (PU)
Source: SPSS
In this Perceive Usefulness figure shows that about 66% of users travel planning were improved
by using Social Network Sites. 65% of them were claimed that it is more efficient planning the
trip by using social media. Planning of the travel were easier where 54% of the respordance
claimed. For getting the travel related destination where 57% respondances were agree to reach
travel related destination efficiently. And overall about 62% of respondances found very useful
for planning the travel.
0 10 20 30 40 50 60 70
improved my travel planning
7. Social media sites (TripAdvisor, Airbnb, Booking.com) help me
to plan my trip more efficently
8. Social media sites (TripAdvisor, Airbnb, Booking.com) makes
my travel planning easier
9. Social media sites (TripAdvisor, Airbnb, Booking.com) makes it
easier for me to reach travel related destination
10. Overall I found Social media sites (TripAdvisor, Airbnb,
Booking.com) is very usefull for travel planning
66%
65%
54%
57%
62%
Perceived Usefulness

45
Figure 8: Percentage of agreement to items for Perceived Trustworthiness (PT)
Source: SPSS
From the Figure… it indicates that some trust issues were effecting the respondances travel related
decisions. Where for the dependable parts 51% of respondances were agree it is dependable.
People who post reviews and contents on social media sites were honest where 48% of
respondances agree with it. For the reliability part about 54% of respondances agree that the
content that fellow travelers post were reliable. For the sincerity part more about 49% of
respondance believe that the content that fellow travelers post were sincere. And 50% of the
respondance believe that the content that fellow travelers post were trustworthy.
45 46 47 48 49 50 51 52 53 54
Booking.com or TripAdvisor are dependable
Booking.com or TripAdvisor are honest
Booking.com or TripAdvisor are reliable
Booking.com or TripAdvisor are sincere
Booking.com or TripAdvisor are trustworthy
51%
48%
54%
49%
50%
Perceived Trustworthiness

46
Figure 9: Percentage of agreement to items for Behavioral
Source: SPSS
In the behavioral intention part respondances only 5% of them do hesitate to visit the travel related
websites so that 95% of them were visit frequently or they are neutral in this part. About 50% of
the respondances were acknowledge the travel related advices from the social travel network
forum. For planning the future trip about 65% of the responances were agreed in that. About 52%
of the respondances make change of their planning trips after the vacation. Using the content of
the social travel networks about 64% of the respondances were intend to using content.
0 10 20 30 40 50 60 70
16. I do hesitate to visit travel related websites Airbnb,
Booking.com or TripAdvisor for travel information
17. I wish to use travel advice from Airbnb, Booking.com or
TripAdvisor's forum
18. I expect to use the content of Airbnb, Booking.com or
TripAdvisor to plan my future trip
19. I make changes to all or part of my existing travel paln after
using the content of Airbnb, Booking.com or TripAdvisor
20. I intend to use the content of Airbnb, Booking.com or
TripAdvisor for my travel planning process
5%
50%
65%
52%
64%
Behavioral Intention

THE USE OF SOCIAL MEDIA AND ITS IMPACTS ON HOLIDAY TRAVEL PLANNING PROCESS: A STUDY IN BANGLADESH

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