HOW DO INFORMATION QUALITY AND INFORMATION CREDIBILITY AFFECT FOREIGN TOURISTS' INFORMATION ADOPTION FROM SOCIAL MEDIA? A CASE FROM CHINA

Abstract

Social media increasingly influences tourism marketing strategies. Tourists can obtain information regarding tourist destinations via social media platforms. This study analyzes the effects of information quality and information credibility on the adoption of social media information by foreign tourists. A conceptual model was constructed using the Information Adoption Model theory. The research focused on foreign tourists aged 18 and older who had not visited China post-COVID-19.The questionnaire was used to collect data, and responses from 277 foreigners were obtained. The collected data was analyzed using the Partial Least Square Structural Equation Model (PLS-SEM). The findings indicate that the information quality and information credibility on social media positively influence its usefulness, thereby significantly impacting information adoption by foreign tourists. Based on these research results, tourism companies and destinations should prioritize information quality in their promotional efforts. Utilizing official accounts or mainstream social media platforms for promotion is recommended, alongside enhancing the usefulness of information to effectively influence foreign tourists’ engagement with information regarding Chinese tourist destinations. This paper also discusses recommendations for future studies.