Skip to main content
SpringerLink
Log in

Applying the Engell–Kollat–Blackwell model in understanding international tourists’ use of social media for travel decision to Ghana

  • Original Research
  • Published:
Information Technology & Tourism Aims and scope Submit manuscript

Abstract

The emergence of social media has affected every sector and/or industry. In tourism, social media has become prevalent in tourists’ decision-making to travel to any destination. The main aim of the study was to explore the stages in the decision-making process that social media is more influential on the decision to travel to Ghana. The study adopted the cross-sectional design and was underpinned by the quantitative method of research. The study revealed that tourists use social media for travel planning across all the stages in the decision-making process. However, tourists predominantly use social media at the need awareness and information search stages. Interestingly, the multiple regression analysis revealed that the use of social media at the evaluation and purchase stages positively influenced tourists’ decision to Ghana. In conclusion, social media is influential in tourists’ decision to travel to Ghana. It is recommended that GTA and tourism business should have their businesses visible on these social media platforms to quickly reach tourists who use them.

This is a preview of subscription content, log in via an institution to check access.

Access this article

Log in via an institution

Price excludes VAT (USA)
Tax calculation will be finalised during checkout.

Instant access to the full article PDF.

Fig. 1

Similar content being viewed by others

References

  • Asabere NY (2012) A research analysis of online social networking sites (SNSs) and social behaviour at University of Ghana (UG), Legon, Accra, Ghana. Int J Sci Technol 2(7):463–472

    Google Scholar 

  • Ayeh JK, Au N, Law R (2013a) “Do we believe in TripAdvisor?” Examining credibility perceptions and online travellers’ attitude toward using user-generated content. J Travel Res 20(10):1–16

    Google Scholar 

  • Ayeh JK, Au N, Law R (2013b) Predicting the intention to use consumer-generated media for travel planning. Tour Manag 35:132–143

    Article  Google Scholar 

  • Blackwell R (1968) Consumer behaviour. Orlando, Harcourt

    Google Scholar 

  • Blackwell R, Miniard P, Engel J (2001) Consumer behaviour, 9th edn. Harcourt, Orlando

    Google Scholar 

  • Brake DK, Safko L (2009) The social media bible: tactics, tools, and strategies for business success. Wiley, Hoboken

    Google Scholar 

  • Buhalis D, Law R (2008) Progress in information technology and tourism management: 20 years on and 10 years after the Internet-The state of eTourism research. Tour Manag 29(4):609–623

    Article  Google Scholar 

  • Constantinides E (2009) Social media / Web 2.0 as marketing parameter: an introduction. Paper presented at the international marketing trends conference, August 2009. http://marketing-trends-congress.com/2009_cp/Materiali/Paper. Accessed 10 Sept 2014

  • Cox C, Burgess S, Sellitto C, Buultjens J (2009) The role of user-generated content in tourists’ travel planning behaviour. J Hosp Mark Manag 18:743–764

    Google Scholar 

  • Creswell JW (2012) Educational research: planning, conducting, and evaluating quantitative and qualitative research, 4th edn. Pearson Education Inc, Boston

    Google Scholar 

  • De Valck K, Van Bruggen G, Wierenga B (2009) Virtual communities: a marketing perspective. Decis Support Syst 47(3):185–203

    Article  Google Scholar 

  • Davis FD (1989) Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Q 13(3):319–339

    Article  Google Scholar 

  • Engel J, Kollat D, Blackwell R (1978) Consumer behaviour. Dryden Press, New York

    Google Scholar 

  • Fishbein M, Ajzen I (1975) Understanding attitudes and predicting social behaviour. Prentice-Hall, Englewood Cliffs

    Google Scholar 

  • Fischer E, Reuber AR (2011) Social interaction via new social media: (how) can interactions on Twitter affect effectual thinking and behavior? J Bus Ventur 26(1):1–18

    Article  Google Scholar 

  • Fotis J, Buhalis D, Rossides N (2011) Social media impact on holiday travel planning: the case of the Russian and the FSU markets. Int J Online Mark 1(4):1–19

    Article  Google Scholar 

  • Fotis J, Buhalis D, Rossides N (2012) Social media use and impact during the holiday travel planning process. Inf Commun Technol Tourism 1(1):13–24

    Google Scholar 

  • Ghana Tourism Authority (2014) List of attractions and patronage in Central Region: Ghana Tourism Authority

  • Gretzel U, Kang MH, Lee WJ (2008) Differences in consumer-generated media adoption and use: a cross-national perspective. J Hosp Leisure Mark 17(1):99–120

    Google Scholar 

  • Hays S, Page SJ, Buhalis D (2013) Social media as a destination marketing tool: its use by national tourism organisations. Curr Issues Tour 16(3):211–239

    Article  Google Scholar 

  • Howard JA, Sheth JN (1969) The theory of Buyer behavior. Wiley, New York

    Google Scholar 

  • Kaplan AM, Haenlein M (2010) Users of the world, unite! The challenges and opportunities of social media. Bus Horiz 53(1):59–68

    Article  Google Scholar 

  • Khan MA (2012) Social media’s influence on hospitality and tourism management. J Bus Hotel Manag 1(1):1–2

    Article  Google Scholar 

  • Kim W, Jeong OR, Lee SW (2010) On social web sites. Inf Syst 35(2):215–236

    Article  Google Scholar 

  • Lange-Faria W, Elliot S (2012) Understanding the role of social media in destination marketing. Tourismos 7(1):193–211

    Google Scholar 

  • Leung D, Law R, Lee HA (2011a) The perceived destination image of Hong Kong on Ctrip.com. Int J Tourism Res 13(2):124–140

    Google Scholar 

  • Leung D, Lee HA, Law R (2011b) Adopting Web 2.0 technologies on chain and independent hotel websites: a case study of hotels in Hong Kong. ENTER Proc 11(1):229–240

    Google Scholar 

  • Leung D, Law R, Hoof VH, Buhalis D (2013) Social media in tourism and hospitality: a literature review. J Travel Tourism Mark 30:3–22

    Article  Google Scholar 

  • Loudon DL, Bitta AJ (2002) Consumer behaviour concepts and applications, 4th edn. Tata McGraw-Hill, New Delhi

    Google Scholar 

  • Mangold W, Faulds D (2009) Social media: the new hybrid element of the promotion mix. Bus Horiz 52(4):357–365

    Article  Google Scholar 

  • Miguéns J, Baggio R, Costa C (2008) Social media and tourism destinations: TripAdvisor case study. Adv Tourism Res 1(1):1–6

    Google Scholar 

  • Millano R, Baggio R, Piatelli R (2011) The effects of online social media on tourism websites. In: The 18th international conference on information technology and travel and tourism, Innsbruck

  • Nicosia FM (1976) Consumer decision processes. Prentice-Hall, Englewood Cliffs

    Google Scholar 

  • Perugini F, Bagozzi D (2001) Supporting travel decision making through personalized recommendation. Designing Personalised User Experiences in eCommerce 5:231–251

    Google Scholar 

  • Rathonyi G (2013) Influence of social media on tourism—especially among students of the University of Debrecen. Appl Stud Agribus Commer 10:105–112

    Article  Google Scholar 

  • Schiffman LG, Kanuk LL (2008) Consumer behaviour, 8th edn. Prentice Hall, New Jersey

    Google Scholar 

  • Senecal S, Nantel J (2004) The influence of online product recommendations on consumers’ online choices’. J Retail 80(2):159–169

    Article  Google Scholar 

  • Simms A (2012) Online user-generated content for travel planning—different for different kinds of trips? e-Rev Tourism Res 10(3):76–85

    Google Scholar 

  • Solomon M (2006) Consumer behaviour, 4th edn. Prentice-Hall, New Jersey

    Google Scholar 

  • Xiang Z, Gretzel U (2010) Role of social media in online travel information search. Tour Manag 31(2):179–188

    Article  Google Scholar 

Download references

Author information

Authors and Affiliations

  1. University of Cape Coast, Cape Coast, Ghana

    Benjamin Appiah Osei

  2. Cocoa Marketing Company, Kumasi, Ghana

    Ama Nyenkua Abenyin

Authors
  1. Benjamin Appiah Osei
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Ama Nyenkua Abenyin
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Benjamin Appiah Osei.

Rights and permissions

Reprints and permissions

About this article

Check for updates. Verify currency and authenticity via CrossMark

Cite this article

Osei, B.A., Abenyin, A.N. Applying the Engell–Kollat–Blackwell model in understanding international tourists’ use of social media for travel decision to Ghana. Inf Technol Tourism 16, 265–284 (2016). https://doi.org/10.1007/s40558-016-0055-2

Download citation

  • Received:

  • Revised:

  • Accepted:

  • Published:

  • Issue Date:

  • DOI: https://doi.org/10.1007/s40558-016-0055-2

Keywords

Search

Navigation