International Journal of Hospitality and Tourism Systems

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A FCM Approach to Understand Social Commerce of Touristic Products


Affiliations
1 Department of Accounting and Information Systems, University of Huelva, Plaza de la Merced, Spain
2 Department of Business Administration and Marketing, 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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  • A FCM Approach to Understand Social Commerce of Touristic Products

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Authors

Tomás Escobar-Rodríguez
Department of Accounting and Information Systems, University of Huelva, Plaza de la Merced, Spain
María Asunción Grávalos-Gastaminza
Department of Business Administration and Marketing, University of Huelva, Plaza de la Merced, Spain
Cinta Pérez-Calañas
Department of Business Administration and Marketing, University of Huelva, Plaza de la Merced, Spain

Abstract


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

References