Social Media Marketing and Technology Adoption Influencing Chinese Tourists' Decisions to Travel Beijing, China

Abstract

This article aimed (1) to study the importance of social media marketing, technology acceptance, and Chinese tourists' decision making in Beijing, China tourism, (2) to study social media marketing, and (3) to study technology adoption influencing Chinese tourists' decision to travel in Beijing, China. The quantitative research, sample consisted of 400 Chinese tourists entering Beijing, China. The tool was an online questionnaire, statistical analysis using frequency distribution, percentage value, mean and standard deviation and multiple regression analysis. The study found that the overall level of opinion about social media marketing factors 1) perception of media type and diversity, 2) perception of online media convenience, 3) perception of online media usage, 4) perception of attraction, 5) perception of arrival mode, 6) perception of facilities and management, 7) perception of travel preparation information 8) perception of characteristics of online media travel information was at the highest level. Social media marketing influenced Chinese tourists' decision to travel Beijing, China. And the acceptance of technology influences Chinese tourists' decision to travel to Beijing, China.