Tourists’ Attachment Processes and Behavioral Changes in Social Media: Persuasion and Reference Group Influence Perspective

摘要: As the recent travel trend has changed from package-oriented group travels to free independent (FIT), individual travellers are in a situation which they have search more information than ever before. By nature of travel, is searched out various sources. In years, social media played an important role. Unlike other types communication media, not only provides users with information, but also allows them know who source is. Therefore, can use respective confidence. However, existing studies fully reflected characteristics as source. this respect, present study intends empirically verify how newly drawing great attention source, changes traveller behaviors using theories elaboration likelihood model and reference influence, thereafter, provide implications findings.