The influence of social networking towards the intention to purchase among youth in IPTA and IPTS in Bandaraya Melaka / Idzam Fahmi Mahpul, Nasuha Johari and Nur Syazanani Roslan
Technology has become essentials for almost everyone especially youth. This current trend has impacted the purchase decisions among youth in tourism perspective. In order to keep up with the current trend, travel organizations also need to improve the way they marketed their products and services. I...
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| Main Authors: | , , |
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| Format: | Thesis |
| Language: | English |
| Published: |
2016
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| Subjects: | |
| Online Access: | https://ir.uitm.edu.my/id/eprint/60119/1/60119.pdf |
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| Summary: | Technology has become essentials for almost everyone especially youth. This current trend has impacted the purchase decisions among youth in tourism perspective. In order to keep up with the current trend, travel organizations also need to improve the way they marketed their products and services. In Malaysia, most of the travel agency is already use technology to attract tourist to purchase their packages. However, there is also a travel agency who still did not use technologies to promote their packages yet they are using the traditional method such as distributing flyers from home to home, in shopping complex etc. This study adopted the Technology Acceptance Model (TAM) to further investigate the factors such as the e-Word-of-Mouth (e-WOM), perceived usefulness, perceived ease of use and perceived enjoyment that affect the purchase intention among youth in terms of travel planning. The method that used in the study is not-probability sampling and is measured at the IPTA and IPTS students around Bandaraya Melaka. This research is conducted to investigate the effectiveness of social network among universities students. It also will elaborate on how importance the technology for tourism organizations as for their marketing tools. The consequence of the study is social network influence youth when choosing tourist destination. |
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