Social media used by tourists: The implication to tourism industry in Melaka

Mohamad Asli, Nurain Iylia (2019) Social media used by tourists: The implication to tourism industry in Melaka. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

Social media has become the electronic word of mouth (eWoM) which customer shares their statement and experience via the internet through websites, a social network like Facebook, Instagram or Telegram, blogs and messages about a product or services as well as about the tourism destination that they have been visited. Nowadays, the tourism industry is focused on using social media in introducing their products or services. Social media also allow people to exchange information, interest, ideas, pictures, and video in virtual communities and networks. Many people perform searches at social media sites to find social media content, the discovery news unique destination stories and even become the mainstream search engine among tourists nowadays. However, it looks like the situation still unclear whether social media had their own real benefit that can be brought to the industry and which particular techniques that can be used to achieve the tourism industry's aim and goals. The purpose of this study is to examine the impacts of social media use by tourists in the tourism industry which leads to growth. The impacts of social media use by tourists which are perceived ease of use, perceived usefulness, customer engagement and tourists' planning process that leads to the growth of the tourism industry. Several analyses involved in this research which is reliability analysis, descriptive analysis, Pearson’s correlation analysis, and multiple regression analysis. The value of correlation stated that perceived ease of use, perceived usefulness, customer engagement, and tourists' planning process are the impacts of social media that leads to the growth of the tourism industry. While the value of the Multiple Regression Analysis results shows the positive relationship between perceived ease of use of social media, customer engagement in social media and tourists' planning process using social media with the growth of the tourism industry. But, perceived usefulness of social media has no significant relationship to the growth of the tourism industry.

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