Consumer Generated Media: Understanding Indonesian Social Traveller (original) (raw)

Social media has brought a massive movement for the community in terms of the way to interact with each other. It tries to pull-off the communication barriers by providing a platform to share text, picture, motion-pictures, sounds, and many another form of data rapidly. By its capability to spread information just in a light, social media offers great and vast opportunity for business, start from smallto large corporate. The travel industry was a great business for decades providing a convenient trip for pleasure-traveler. The rise of social media has given a much easier way of promoting the travel destination by giving a sight-of real atmosphere depicting in a photo shared on social media. Based on this background, this research was aimed to develop a conceptual model, in order to explore factors that might affect Indonesian social travelers. This study was involving 503 usable sample, gathered from a social traveler in Indonesia by using purposive sampling. Based on the research objective, this research employed the SEM-PLS model to assess the exploratory factor analysis to understand the interaction among variable. This research found that the main contributor to social travel planning was the attitude towards social media on planning the travel. However, the larger path coefficient was shown by the effect of perceived ease of use on perceived usefulness. A further discussion and research limitation will be discussed at the end of the paper.