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Determinants of Hotel Social Media Continued Usage

Jung, T and tom Dieck, MC and Chung, N (2018) Determinants of Hotel Social Media Continued Usage. International Journal of Contemporary Hospitality Management, 30 (7). ISSN 0959-6119 (In Press)

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Abstract

Purpose With the emergence of mobile devices, factors such as interaction and ubiquity have become increasingly important in the use of social media networks. However, regarding hotel guests’ use of social media, knowledge about how those factors contribute to guests’ continued social media use remains limited. In response, this study aimed to examine the influence of interaction and ubiquity mediated by trust, benefits, and enjoyment on hotel guests’ continued use of social media networks. Design/methodology/approach To examine the hypotheses, a self-administered questionnaire was posted by 10 UK hotels on their social media pages. A total of 258 usable data were collected and analyzed using partial least squares analysis. Findings Two social media characteristics—interaction and ubiquity—influenced hotel guests’ continued use of social media via the mediating variables of trust, benefits, and enjoyment. Originality/value This study bridges the gap in research regarding intended continued use of social media networks by offering new empirical evidence concerning the determinants of hotel guests’ continued use of social media.

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