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Let’s meet offline: A mixed-methods approach exploring new trends in social networking

Aaron M. French (Department of Management Information Systems, University of New Mexico, Albuquerque, New Mexico, USA)

Information Technology & People

ISSN: 0959-3845

Article publication date: 6 November 2017

530

Abstract

Purpose

The purpose of this paper is to explore new trends in social networking such as social tourism and determine motivations resulting in visiting others when traveling. A research model is created based on mixed-methods research approach to identify motivations that influence use and factors that result in the willingness to meet others through the social networking tourism (SNT) site.

Design/methodology/approach

The current research implements a mixed-methods approach using qualitative data from a questionnaire to identify motivations that were implemented in a theoretical model tested empirically using survey data. The qualitative study consisted of 11 social tourism users followed by a quantitative study using a survey that was administered to 793 social tourism users.

Findings

The results of the qualitative study identified networking, curiosity, understanding, and economic benefits as motivations for using social tourism sites. Based on validity and reliability testing, the final research model included only the motivations for networking and economic benefits. The survey results showed that trust, attitude, and use were significant antecedents to the dependent variable willingness to meet with networking and economic benefits as antecedents to attitude and use.

Research limitations/implications

This is an exploratory study so there are several limitations. First, while two motivations were ultimately identified, it is possible that other motivations should be explored. Trust is also a limitation in the current research that identifies trust as an antecedent to the willingness construct without researching factors that influence trust. Further research should be conducted to expand on the current research.

Originality/value

While there has been significant research conducted in the area of social networking, niche areas and special purpose social networks remain unexplored. The current research explores the niche area of SNT to develop a model identifying motivations for use and also creates a new construct identified as behavioral willingness to perform an action when risk is involved. Willingness to meet others through the site and its antecedents were evaluated in the current research.

Keywords

Citation

French, A.M. (2017), "Let’s meet offline: A mixed-methods approach exploring new trends in social networking", Information Technology & People, Vol. 30 No. 4, pp. 946-968. https://doi.org/10.1108/ITP-08-2015-0213

Publisher

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Emerald Publishing Limited

Copyright © 2017, Emerald Publishing Limited

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