Factors influencing the intensity of using digital social networks among Indonesian millennial tourists

Annisa Husnul Latifah, Hapsari Setyowardhani

Research output: Contribution to journalArticlepeer-review

Abstract

Millennials are typically fond of uploading their travel photos to social media to gain social recognition. Lombok is a tourist destination with considerable potential to increase the value and social status of its visitors, as it offers enough attractions to be considered among the world’s favorite celebrity tourist destinations; it is also globally renowned for its diverse natural and cultural beauty. This descriptive quantitative research aims to examine the effect of self-congruity, perceived social value, and experience satisfaction toward the intensity of using a digital social network to reinforce the identity of millennial users in Indonesia. This research involved 214 respondents who visited Lombok for leisure and used a digital social network to inform others of their tourism experience. After being analyzed with structural equation modelling as the data processor, the results show a direct and positive effect between perceived social value and the intensity of using a digital social network but no direct and positive effect between experience self-congruity and experience satisfaction on the intensity of using a digital social network.

Original languageEnglish
Pages (from-to)1139-1152
Number of pages14
JournalInternational Journal of Business and Society
Volume21
Issue number3
Publication statusPublished - 2020

Keywords

  • Digital social network
  • Perceived social value
  • Satisfaction
  • Self-congruity
  • Tourism

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