The purpose of this research paper is to examine the impact of electronic word of mouth（eWOM）via Instagram on backpackers’ intention to travel to China.This study also examines interrelationship of Technology Acceptance Model（TAM）with an integration of revised Theory of Planned Behaviors（TPB）and their potential effects on tourists’ intentions to travel.This research paper will also evaluate how far Instagram influences tourists’ intention to travel to China and for this purpose a questionnaire w... 

【文章頁數(shù)】：84 頁

【學(xué)位級別】：碩士

【文章目錄】：
Abstract
LIST OF ABBREVIATIONS
Chapter 1 Introduction
    1.1 Research background
    1.2 Objectives of Research
Chapter 2 Literature review
    2.1 Electronic Word of Mouth (eWOM)
    2.2 Technology Acceptance Model (TAM)
        2.2.1 Perceived Usefulness
        2.2.2 Perceived Ease of Use
    2.3 Theory of Planned Behavior
        2.3.1 Attitude
        2.3.2 Subjective Norms
        2.3.3 Desire
    2.4 Intention to travel
    2.5 The role of social media in tourism
Chapter 3 Methodology
    3.1 Introduction
    3.2 Research model
    3.3 Hypotheses of Study
    3.4 Research Instrument and Development of Questionnaire
    3.5 Questionnaire Design
    3.6 Data Collection and Sample Design
    3.7 Carrying out the Survey
    3.8 Data Analysis Methods
Chapter 4 Results and findings
    4.1 Introduction
    4.2 Demographic Characteristics of Sample Population
    4.3 Descriptive Analysis for Questionnaire Items
        4.3.1 TAM and use of Instagram
        4.3.2 Revised TPB and use of Instagram
        4.3.3 Intention to Travel
    4.4 Descriptive Analysis of Variables
    4.5 Measurement Model Test
    4.6 Analysis of Data by SEM technique
Chapter 5 Implications
    5.1 Implications of Study
    5.2 Conclusion
Chapter 6 Limitation and future research
    6.1 Limitations of Study
    6.2 Future Research Directions
References
ACKNOWLEDGEMENT
APPENDIX



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