Influence of social media on travel purchase intentions of Nepalese travelers | |
| Author | Paudel, Kirtika |
| Call Number | AIT RSPR no.SM-21-30 |
| Subject(s) | Social media--Nepal Tourism--Social aspects--Nepal |
| Note | A research submitted in partial fulfillment of the requirements for the degree of Master of Business Administration |
| Publisher | Asian Institute of Technology |
| Abstract | With exponential growth in use of social media over the past decade, it has become a major platform for marketers and potential travelers to share their insights, ideas and experience. Moreover, they use it for both travel planning and decision making. Today, social media plays a major role in determining consumer behavior globally. However, in context of Nepal, the influence of social media on travelers' purchase intent is still unexplored. Hence, this study aims at closing the gap by examining the influence of social media on travel purchase intention of Nepalese travelers. This study uses Technology acceptance model along with trust, perceived risk and e WOM as the antecedent of travel purchase intention. A pilot study was conducted before collecting data from 225 Nepalese travelers after which multiple regression analysis was used as main statistical analysis technique. Perceived usefulness, trust and eWOM showed a significant positive relationship with purchase intention while perceived ease of use showed a positive but insignificant relationship purchase intention. On the other hand, perceived risk showed a significant negative relationship on travel purchase intention. The finding of this study has shed some light on the role that social media plays on influencing purchase intention in Tourism in context of Nepal. |
| Year | 2021 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Vimolwan Yukongdi; |
| Examination Committee(s) | Kritsadarat Wattanasuwan;Badir, Yuosre; |
| Scholarship Donor(s) | Asian Institute of Technology Fellowship; |
| Degree | Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 2021 |