University of Twente Student Theses
The Role of Virtual Acculturation via Social Media on Travel Destination Choice
Shan, Yena (2022) The Role of Virtual Acculturation via Social Media on Travel Destination Choice.
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| Abstract: | The increasing trend of using social media is closely connected to the tourism context. Virtual acculturation, which shows the degree of people adapting to different cultures virtually via social media before visiting the place physically. This study examines the influence of virtual acculturation on travel destination choice among international students, where social media serves as an agent. Data collection was carried out using an online survey asking about students’ age, gender, nationalities, and current country studying. The result showed social media usage has a positive impact on virtual acculturation. Online knowledge contribution and sense of belonging under the context of social media did not show an effect on virtual acculturation. The positive and significant relationships are displayed between virtual acculturation and travel destination choice. Destination image stands out to be significantly related to both virtual acculturation and travel destination choice. The discussion of the results in this research contributes further analysis of the concepts of ‘virtual acculturation’ in the tourism context. The implication and limitations of this research are provided afterward. |
| Item Type: | Essay (Bachelor) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 85 business administration, organizational science |
| Programme: | International Business Administration BSc (50952) |
| Link to this item: | https://purl.utwente.nl/essays/91223 |
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