A survey of 500 respondents has confirmed all the hypotheses of the study to identify the most critical traits of social media use in the tourism, to analyze traveler's perceptions of social media, to determine essential features and benefits, and to consider the consequences of the users. Social media in tourism value creation model was formed to realize how the functions apply to tourism and how the benefits perceived as employing social media for tourism affects or influences traveler’s value creation to tourists when planning a trip and traveling.
Subsequently, that investigation on the strategic bearing of social media on travel business and implementation of RBV model, it is inclined to believe that social media affects tourism. Consequently, the most critical and various social media resources for travelers are vital, and it can be a potential and crucial sustainable support because of Value, Rareness, Imitability, and Non-substitutable. The travel industry can increase the conversion cost if they have a successful value creation strategy and focus on personalizing their services.
Published Date: 2020-02-07; Received Date: 2019-12-18