Journal article
How likely is your family to visit you? The effect of digital connectedness on intention to travel to Australia
Worldwide Hospitality and Tourism Themes, Vol.11(2), pp.217-225
08/04/2019
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Source: InCites
Abstract
Purpose
This paper aims to investigate whether digital connectedness between family members, attained through social media, increases the intention to travel overseas to visit family or relatives. In the context of the education sector, this paper specifically investigates the likelihood of a family member traveling to see a family member who is currently studying in Australia, despite their regular interactions on digital social platforms.
Design/methodology/approach
This paper draws on the perspectives of earlier conceptual papers by Chacko et al. (2012) and Solnet and Hood (2008) in an effort to identify root causes and a possible solution. The context of Singapore and the international literature are also reviewed to establish theoretical and practical gaps that need to be filled.
Findings
The study finds that both “perceived media richness” of social media and communication applications and the “perceived connectedness” gained through social media and communication applications have a positive effect on the “intention to travel to the study destination.” Of the two variables measured in the study, perceived connectedness provides the strongest influence with nearly double the path coefficient as compared to the perceived media richness. Overall, an explanation of 32 per cent in one’s intention to travel provides a substantial discovery of travel intentions.
Originality/value
The role that digital social media like Facebook plays in human connectivity is not a foregone conclusion, when one could argue that digital connectivity especially enhanced by the richness of social media has the potential to replace or minimize physical relationships. Yet, this study demonstrates that such associations between the family members are in fact augmented by social media.
Details
- Title
- How likely is your family to visit you? The effect of digital connectedness on intention to travel to Australia
- Creators
- Darshana Sedera - Swinburne University of TechnologySachithra Lokuge - Monash UniversityW. Jayantha M Perera - Wayamba University of Sri Lanka
- Publication Details
- Worldwide Hospitality and Tourism Themes, Vol.11(2), pp.217-225
- Publisher
- Emerald Publishing Limited
- Identifiers
- 991012993198302368
- Academic Unit
- Management; Faculty of Business, Law and Arts
- Language
- English
- Resource Type
- Journal article