Determinants of the Tourism Information Adoption using Geotag

Tourists interact with a space and their behaviors occur in a space. For this reason, geographical information is considered as important in tourism. Recently, social networking sites (SNSs) allow users to mark geographic information (i.e., geotag) with their tourism information positing. The geotag in SNSs has been utilized for personal collections and for grouping and indexing related to the tourism information. However, prior studies rarely focused attention on the role of goetag as a persuasive tool or tourism information adoption using geotag among tourists in SNSs. This study attempts to understand determinants of tourism information adoption with geotag in SNSs. This study conceptualizes crucial factors based on the elaboration likelihood model, DeLone and McLean model of IS Success, and hedonic technology acceptance model. Specifically, this study proposes factors of argument quality (i.e., geotag information, system, and design quality) and source credibility influencing on utilitarian motivations (i.e., perceive usefulness and ease of use) and hedonic motivation (i.e., perceived enjoyment), which influence on geotagged tourism information adoption. This study collected 110 university students who use geotags in SNSs and used the structural equation model by a partial least squares approach to test our hypothesis. The results indicate that argument quality positively affects geotag ease of use, whereas source credibility positively affects geotag usefulness. Geotag ease of use positively affects geotag usefulness and geotag enjoyment. In addition, geotag usefulness, geotag ease of use and geotag enjoyment positively affect tourism information adoption with geotag in SNSs. Based on the results, this study suggests following theoretical and practical implications. Theoretically, this study confirmed the role of geotags in the context of tourism information adoption with an integrated model of the elaboration likelihood model, DeLone and McLean model of IS Success, hedonic technology acceptance model. Practically, the findings reveal that geotag ease of use and usefulness are important in use of geotag in SNSs. Therefore, SNSs companies should reinforce geotag ease of use and usefulness to vitalize the geotag. In addition, individuals and marketers for posting and sharing the tourism information should intuitively expose their credibility on the profile to show that tourism information with geotags can be more useful.