Effects of social media on residents’ attitudes to tourism: Conceptual framework and research propositions
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27 November 2022
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The pervasive influence of social media on our lives provides new
opportunities to study residents’ attitudes to tourism. Even though it is
now common for residents to express their opinions and read about
tourism development on social media, the consequences of this for their
attitudes remain to be understood. This article uses the analytical perspectives of the information society and draws from the elaboration
likelihood model, the influence of presumed influence model, and the
social exchange theory to develop a causal-chain framework that considers the influence of social media on residents’ attitudes to tourism.
Twenty-five research propositions emanate from the conceptual framework. The framework examines the direct as well as indirect influence of
social media tourism messages on residents’ attitudes. It also recognizes
users as the receivers and expressers of pro- as well as anti-tourism
messages on social media. Our framework is theoretically inclusive, providing a reference to scholars and stimulating new ideas for future
research on social media and residents’ attitudes. To the best of our
knowledge, this is the first study that provides the necessary theoretical
foundations and a conceptual framework to study residents’ attitudes to
tourism in an information era intensified by the growth of social media.
