International Journal of Hospitality and Tourism Systems

2022 | Volume 15 | Issue Issue 2

A FCM Approach to Understand Social Commerce of Touristic Products

1. Tomas Escobar-rodriguez – Department Of Accounting And Information Systems, University Of Huelva, Plaza De La Merced, Spain.

2. Maria Asuncion Gravalos-gastaminza – Department Of Accounting And Information Systems, University Of Huelva, Plaza De La Merced, Spain.

3. Cinta Perez-calanas – Department Of Accounting And Information Systems, University Of Huelva, Plaza De La Merced, Spain.

Received
26-Jul-2022 		Accepted
- 		Published
26-Jul-2022
Abstract
This paper uses a Fuzzy Cognitive Maps Approach (FCM) for understanding the possible influence of adopter category scenarios on purchase intention for touristic products. We also analyse the effect of the types of users of new technologies in the purchasing decision-making processes. Findings confirm that some effective marketing social media strategies on engagement, information quality or economic feasibility, could be key determinants of purchase intention. With regard to the FCM analysis, different factors have an effect on tourists’ purchase intention (trust, perceived value, information quality, reputation...).
Keywords Social Media, Tourism Industry, Fuzzy Set, Purchase Intention, Social Commerce
Locked
Subscribed
Open Access
Open Access
Articles Journal Info Editorial Board Guidelines Pricing Info Peer Review & Publication Policy Submit Manuscript