Utilizing social media to promote responsible tourism: Applying the technology acceptance model and source credibility theory

Abstract

BACKGROUND AND OBJECTIVES: The rapid growth of social media has significantly influenced tourist behavior, presenting an opportunity to promote responsible tourism. However, limited studies have explored the factors influencing tourists’ intention to use social media for responsible tourism. This study integrates the Technology Acceptance Model and Source Credibility Theory to examine key determinants affecting tourists’ behavioral intentions. METHODS: A quantitative research approach was adopted, utilizing an online survey to collect data from 400 Thai tourists using social media. Partial Least Squares Structural Equation Modeling was employed to analyze the relationships between Perceived Usefulness, Perceived Ease of Use, Expertise, and Trustworthiness on the intention to use social media for responsible tourism. FINDINGS: The results indicate that Perceived Usefulness, Perceived Ease of Use, Expertise, and Trustworthiness all have a significant and positive influence on tourists’ intention to utilize social media for responsible tourism. The structural model demonstrated strong explanatory power with a coefficient of determination value of 0.701, supporting the relevance of the proposed framework. These findings highlight the crucial role of social media in promoting responsible tourism and provide valuable insights for developing targeted interventions and awareness campaigns to foster sustainable tourism practices. CONCLUSION: This study provides empirical evidence supporting the integration of the Technology Acceptance Model and Source Credibility Theory in explaining social media adoption for responsible tourism. This study serves as a foundation for advancing conceptual models and frameworks to support responsible tourism.