Thursday, 05 Oct, 2023




A FCM Approach to Understand Social Commerce of Touristic Products

International Journal of Hospitality and Tourism Systems

Volume 15 Issue 2

Published: 2022
Author(s) Name: Tomas Escobar-Rodriguez, Maria Asuncion Gravalos-Gastaminza, Cinta Perez-Calanas | Author(s) Affiliation: Department of Accounting and Information Systems, University of Huelva, Plaza de la Merced, Spain.
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This paper uses a Fuzzy Cognitive Maps Approach (FCM) for understanding the possible influence of adopter category scenarios on purchase intention for touristic products. We also analyse the effect of the types of users of new technologies in the purchasing decision-making processes. Findings confirm that some effective marketing social media strategies on engagement, information quality or economic feasibility, could be key determinants of purchase intention. With regard to the FCM analysis, different factors have an effect on tourists’ purchase intention (trust, perceived value, information quality, reputation...).

Keywords: Social Media, Tourism Industry, Fuzzy Set, Purchase Intention, Social Commerce

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