The Mediating Role of Social Media Use and Perceived Value between Tourist Knowledge and Tourist Attitudes: A Study on the Digital Native Generation
Dublin Core
Title
The Mediating Role of Social Media Use and Perceived Value between Tourist Knowledge and Tourist Attitudes: A Study on the Digital Native Generation
Subject
Tourist knowledge, Social media use, Perceived value, Tourist attitude attitudes
Description
Objective:
This study examines the relationship between tourist knowledge and attitudes mediated by social media
use and perceived value.
Design/Methods/Approach:
Data was collected using a questionnaire with a judgment sampling technique. A total of 358 participants from the Gen Z generation were chosen for the study. The data was analyzed using the Partial Least
Square Structural Equation Model (PLS SEM) through outer and inner models, using SmartPLS 4.
Findings:
The research findings indicate that the level of tourist knowledge does not have a direct impact on their attitudes. However, it indirectly affects their attitudes through mediating factors such as social media use and perceived value.
Originality:
This research adopts the KAB (Knowledge Attitude Behaviour) theory and extends previous studies' results by adding mediation from the constructs of social media use and perceived value. This study aims to fill this gap by examining the relationship between tourist knowledge and attitudes toward visiting a destination while also investigating the mediating roles of perceived value and social media use.
Practical/Policy implication: To promote knowledge and positive attitudes towards a destination, stakeholders must ensure that the perceived value remains excellent. It necessitates understanding the destination well and highlighting its unique value to visitors through attractions, prices, or other relevant variables. Therefore, to cultivate awareness and favorable opinions toward a destination, stakeholders must dedicate themselves to upholding its perceived value.
Keywords:
Tourist knowledge, Social media use, Perceived value, Tourist attitude attitudes
This study examines the relationship between tourist knowledge and attitudes mediated by social media
use and perceived value.
Design/Methods/Approach:
Data was collected using a questionnaire with a judgment sampling technique. A total of 358 participants from the Gen Z generation were chosen for the study. The data was analyzed using the Partial Least
Square Structural Equation Model (PLS SEM) through outer and inner models, using SmartPLS 4.
Findings:
The research findings indicate that the level of tourist knowledge does not have a direct impact on their attitudes. However, it indirectly affects their attitudes through mediating factors such as social media use and perceived value.
Originality:
This research adopts the KAB (Knowledge Attitude Behaviour) theory and extends previous studies' results by adding mediation from the constructs of social media use and perceived value. This study aims to fill this gap by examining the relationship between tourist knowledge and attitudes toward visiting a destination while also investigating the mediating roles of perceived value and social media use.
Practical/Policy implication: To promote knowledge and positive attitudes towards a destination, stakeholders must ensure that the perceived value remains excellent. It necessitates understanding the destination well and highlighting its unique value to visitors through attractions, prices, or other relevant variables. Therefore, to cultivate awareness and favorable opinions toward a destination, stakeholders must dedicate themselves to upholding its perceived value.
Keywords:
Tourist knowledge, Social media use, Perceived value, Tourist attitude attitudes
Creator
*Putu Gde Arie Yudhistira, Ni Made Dyah Ryana Kurniasari, Shabinna Putri Setyo Bambang
Source
https://e-journal.unair.ac.id/jmtt
Date
December 14, 2023
Contributor
peri irawan
Format
pdf
Language
english
Type
text
Files
Collection
Citation
*Putu Gde Arie Yudhistira, Ni Made Dyah Ryana Kurniasari, Shabinna Putri Setyo Bambang, “The Mediating Role of Social Media Use and Perceived Value between Tourist Knowledge and Tourist Attitudes: A Study on the Digital Native Generation,” Repository Horizon University Indonesia, accessed April 4, 2025, https://repository.horizon.ac.id/items/show/5721.