Effects of social media on residents’ attitudes to tourism: conceptual framework and research propositions

Abstract

The pervasive influence of social media on our lives provides new opportunities to study residents' attitudes to tourism. Even though it is now common for residents to express their opinions and read about tourism development on social media, the consequences of this for their attitudes remain to be understood. This article uses the analytical perspectives of the information society and draws from the elaboration likelihood model, the influence of presumed influence model, and the social exchange theory to develop a causal-chain framework that considers the influence of social media on residents' attitudes to tourism. Twenty-five research propositions emanate from the conceptual framework. The framework examines the direct as well as indirect influence of social media tourism messages on residents' attitudes. It also recognizes users as the receivers and expressers of pro-as well as anti-tourism messages on social media. Our framework is theoretically inclusive, providing a reference to scholars and stimulating new ideas for future research on social media and residents' attitudes. To the best of our knowledge, this is the first study that provides the necessary theoretical foundations and a conceptual framework to study residents' attitudes to tourism in an information era intensified by the growth of social media.

The Influence of Destination Promotion Videos on Residents’ Sense of Empowerment and Support for Tourism

“…As one of the most significant stakeholders, residents’ support for tourism is critical for the sustainable development of the tourism industry (Wassler et al, 2019). Although previous studies have investigated the effect of media on residents’ attitudes toward tourism, most of them focused on social media (Nunkoo et al, 2020). Compared to social media, destination promotional video works in different ways to build destination image because they usually adopt storytelling approach, which is especially effective in engaging audiences (Moin et al, 2020).…”

“…H. Lee, 2013; C. K. Lee et al, 2010; Nunkoo et al, 2020; Nunkoo & Gursoy, 2012). To gain insights into the factors that influence residents’ support for tourism, recent studies have adopted theoretical frameworks such as theory of reasoned action developed by Fishbein and Ajzen (1975; e.g., Dyer et al, 2007), social representation theory (e.g., Andriotis & Vaughan, 2003), social exchange theory (SET), and emotional solidarity framework (Erul et al, 2020; Woosnam, 2012).…”

Residents’ Support for Tourism Amidst the COVID-19 Era: An Application of Social Amplification of Risk Framework and Knowledge, Attitudes, and Practices Theory

“…As the internet and social media have become more prevalent, this new way of seeking and sharing information has dramatically changed people’s life. Compared with traditional media, social media works in different ways to influence public opinion [ 30 ]. However, research on social media as amplification or attenuation stations and its influence on individuals’ behavioural reactions amidst the COVID-19 era remains scarce [ 22 ].…”

“…However, most research focusing on social media in tourism comes from a marketing perspective, concentrating primarily on its influence on travellers’ decision-making process [ 37 ]. Thus, few studies have touched on this issue from a residents’ perspective, with Lu et al [ 38 ] and Nunkoo, Gursoy and Dwivedi [ 30 ] as exceptions. By integrating the influence of presumed influence model, the elaboration likelihood model and social exchange theory, Nunkoo, Gursoy and Dwivedi [ 30 ] developed a research model and hypothesized the influence of social media on residents’ attitudes towards tourism, although data collection and testing are still required to confirm the hypothesis.…”

“…Thus, few studies have touched on this issue from a residents’ perspective, with Lu et al [ 38 ] and Nunkoo, Gursoy and Dwivedi [ 30 ] as exceptions. By integrating the influence of presumed influence model, the elaboration likelihood model and social exchange theory, Nunkoo, Gursoy and Dwivedi [ 30 ] developed a research model and hypothesized the influence of social media on residents’ attitudes towards tourism, although data collection and testing are still required to confirm the hypothesis. Some other empirical evidence supports a similar hypothesis.…”