THE ROLES OF TECHNOLOGY ACCEPTANCE, USER CREDIBILITY AND COVID-19 PERCEIVED HEALTH RISK IN TOURIST’S SOCIAL MEDIA USER-GENERATED-CONTENT USAGE INTENTION

  • Mohd Hafiz Hanafiah Faculty of Hotel and Tourism Management, Universiti Teknologi MARA Puncak Alam, Malaysia http://orcid.org/0000-0002-3378-7300
  • Adilah Md Zain Faculty of Hotel and Tourism Management, Universiti Teknologi MARA Puncak Alam, Malaysia
  • Muhammad Aliff Asyraff Faculty of Hotel and Tourism Management, Universiti Teknologi MARA Puncak Alam, Malaysia
  • Ghifari Yuristiadhi Masyhari Makhasi Universitas Gadjah Mada, Indonesia

Keywords:

Technology acceptance, user credibility, Tourism, COVID-19, perceived health risk, social media, user-generated-content, usage intention

Abstract

This study examines the direct effects of technology acceptance (perceived usefulness and ease of use), trustworthiness, expertise, and the moderating effect of COVID-19 perceived health risk on tourists’ social media User-Generated-Content (UGC) usage intention. The study respondent was 233 Malaysian tourists who travelled domestically for leisure during the COVID-19 pandemic. The study hypotheses were examined using multiple regression analysis. The hypotheses testing indicates that perceived usefulness, ease of use, trustworthiness, and expertise significantly affect future usage of social media UGC. In addition, the findings confirm that perceived health risk does not affect the user trustworthiness and future usage of social media UGC. The findings assist tourism stakeholders in understanding tourist behaviour towards social media UGC, especially during the COVID-19 pandemic. The tourism business and policymakers should continuously improve and monitor their UGC platform, especially since UGC was deemed one of the vital information dissemination channels during the COVID-19 pandemic.

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Author Biographies

Mohd Hafiz Hanafiah, Faculty of Hotel and Tourism Management, Universiti Teknologi MARA Puncak Alam, Malaysia

Mohd Hafiz Hanafiah is an Associate Professor at the Faculty of Hotel & Tourism Management, Universiti Teknologi MARA, Malaysia. He completed his Ph.D. in Hotel and Tourism Management from UiTM in 2016 and Master in Economics from Universiti Malaya in 2008. He is an active author, authoring multiple research paper in tourism and hospitality management, focusing sustainable development and technology adoption. 

Adilah Md Zain, Faculty of Hotel and Tourism Management, Universiti Teknologi MARA Puncak Alam, Malaysia

Nur Adilah Md Zain is a Senior Lecturer at the Faculty of Hotel & Tourism Management, Universiti Teknologi MARA, Malaysia. She completed her Ph.D. in Tourism Management from University of Sydney in 2019. She is an active author, authoring multiple research paper in tourism and hospitality management, focusing on medical and niche tourism development. 

Muhammad Aliff Asyraff, Faculty of Hotel and Tourism Management, Universiti Teknologi MARA Puncak Alam, Malaysia

Muhammad Aliff Asyraff is a Lecturer at the Faculty of Hotel & Tourism Management, Universiti Teknologi MARA. He completed his MSc in Tourism Management in 2014 and currently pursuing his PhD in social media usage in tourism. His research area is on tourism management and marketing.

References

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Published
2022-06-06
How to Cite
Hanafiah, M. H., Md Zain, A., Asyraff, M. A., & Makhasi, G. Y. M. (2022). THE ROLES OF TECHNOLOGY ACCEPTANCE, USER CREDIBILITY AND COVID-19 PERCEIVED HEALTH RISK IN TOURIST’S SOCIAL MEDIA USER-GENERATED-CONTENT USAGE INTENTION. ENLIGHTENING TOURISM. A PATHMAKING JOURNAL, 12(1), 337-365. https://doi.org/10.33776/et.v12i1.5427
Section
RESEARCH PAPERS