Behavior enhancing tourism innovativeness among online social community

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Sudarat Saengkaew


Tourism innovativeness of customer is an important issue for the innovation acceptance. The level of tourism innovativeness is different in each person. Such that, this research aims at investigate the individual factors affect to the level of tourism innovativeness and the behavior enhancing tourism innovativeness among online social community. A quantitative research was conducted with the samples of members in the Blue Planet forum that focus on tourism. Data of 321 samples were collected and analyzed by Analysis of Variance (ANOVA), t-test and Structural Equation Modelling (SEM). The results were found that individual factors of age and educational level influence differences in the degree of innovation among tourism innovativeness. Moreover, the behaviors enhancing tourism innovativeness consisted of 1) Media exposure, 2) Product involvement, and 3) Perceived knowledge respectively. All these three behaviors can explain tourism innovativeness at a high level, with the coefficient of determination at 0.778.


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