學術產出-Theses
Article View/Open
Publication Export
-
題名 社交媒體對於消費著行為的旅遊規劃影響： 針對台灣的國際學生的研究
The Impact of Social Media on Consumer Behavior towards travel planning: A study focused on International Students in Taiwan作者 塞瓦斯蒂安
Sebastian Ricardo Cabrera Leon貢獻者 郭貞
Kuo, Cheng
塞瓦斯蒂安
Sebastian Ricardo Cabrera Leon關鍵詞 社交媒體
消費者行為
口碑
旅遊
在線
social media
consumer behavior
wom
tourism
online日期 2013 上傳時間 3-Mar-2014 15:41:55 (UTC+8) 摘要 社群媒體是一些網路應用程式，人們可以透過這些程式創造，分享，交換資訊，連結網絡．社群媒體也是消費者的意見平台，讓使用者得以藉著網際網路發聲，和其他消費者分享消費經驗．線上旅遊評論是人們分享自身旅行經驗的平台，筆下的景點可以提供人們未來的相關旅行規劃．本研究將調查社群媒體的可信任度，從使用者角度觀看其有用程度，以及這些被分享的資訊對於消費者行為還有旅遊行程決定的影響力．
Social media refers to a group of Internet-based applications where people interact by creating, sharing and exchanging information and ideas in virtual communities or networks, allowing the creation and exchange of user-generated content. Social media are also consumer opinion platforms, enabling users to share their experiences with other people through online word of mouth. Online reviews regarding travel experiences written by people that have previously been to specific places and tourists spots are increasing in their relevance as an information source for people planning a trip. The study will investigate the perceived trustworthiness of social media, their usefulness from a user satisfaction perspective, and the influence of the information shared by other people on the consumer behavior and decision-making process towards travel planning.參考文獻 Akehurst, G. (2009). User generated content: the use of blogs for tourism organizations and tourism consumers. Service Business, 3(1), 51-61. Blackshaw, P., & Nazzaro, M. (2006). Consumer-generated media (CGM) 101: word-of mouth in the age of the web-fortified consumer. New York: Nielsen BuzzMetrics.Blackwell, L.D., Miniard, P.W. and Engel, J.F., 2006. Consumer behavior. 10th ed. Mason: Thomson Business and Economics.Blichfeldt, B. (2008). What to do on our holiday: The case of in situ decision-making. Anatolia: An International Journal of Tourism & Hospitality Research, 19 (2), 287-305. Academic Search Complete database.Bronner, F. & de Hoog, R. (2011). Vacationers and eWOM: Who posts and why, where and what? Journal of Travel Research, Vol. 50, No.1, pp.15-26. Brown, J., Broderick, J., & Lee, N. (2007). Word of Mouth Communication within online communities: Conceptualizing the Online Social Network, Journal of Interactive Marketing, Vol. 21, Nr. 21, p 2-20.Buhalis, D. (1998). Strategic use of information tech¬nologies in the tourism industry. Tourism Management, 19(5), 409–421.Cormode, G. & Krishnamurthy, B. (2008), Key Differences between Web1.0 and Web2.0, First Monday, Volume 13 Number 6. Cox, C., Burgess, S., Sellitto, C., & Buultjens, J. (2009). The role of user-generated content in tour¬ists’ travel planning behavior. Journal of Hospital¬ity Marketing & ManagementDecrop, A. (2006). Vacation decision mak¬ing. Wallingford, UK: CABI Publishing.De Valck, K., Van Bruggen, G., & Wierenga, B. (2009). Virtual communities: A marketing perspec¬tive. Decision Support Systems, 47(3).Deuze, M. (2003). The Web and its Journalisms: Considering the Consequences of Different Types of Newsmedia Online. New Media & Society, 5, 20-30.East, R., Wright, M., Vanhuele, M., (2008). Consumer Behaviour: Applications in marketing.London: SAGE.Eisend, M. (2006). Source credibility dimensions in marketing communication – A generalized solution. Journal of Empirical Generalizations in Marketing, Berlin.Evans, M., Jamal, A. & Foxall. G. (2009). Consumer behaviour. 2nd ed. John Wiley & Sons.Facebook, (2012). Statistics. Retrieved 15 November 2012, from http://www.facebook.com/press/info.php?statisticsFauser, S.G. Wiedenhofer, J. and Lorenz, M., (2011). Touchpoint social web: an explorative study about using the social web for influencing high involvement purchase decisions. Problems and Perspectives in Management, 9(1), pp.39-45.Forbes, L. & Vespoli, E. (2013), Does social media influence consumer buying behavior? An investigation of recommendations and purchases. Journal of Business & Economics Research,11(2), 107-111. Gretzel, U., Kang, M. & Lee, W. (2008). Differences in consumer-generated media adoption and use: A cross-national perspective. Journal of Hospitality Marketing & Management, Vol.17, No.1, pp.99-120. Hall, R. (2006). The Blog Ahead: How citizen-generated media is radically tilting the communications balances. Morgan & James, the Entrepreneurial Publisher.Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word of mouth via consumer opinion platforms: What motivates consumers to articulate themselves on the Internet? Journal of Interactive Marketing, 18(1), 38-52.Hovland, C.; Irving L.; Kelley, H. (1953) Communication and Persuasion.Psychological Studies of Opinion Change, Yale University Press: New Haven, CO.Hovland, C.; Weiss, W. (1951) "The Influence of Source Credibility on Communication Effectiveness", Public Opinion Quarterly, 15(1).Huang, Y., Backman, S.J. & Backman, K.F. (2010). The impacts of virtual experiences on peoples’ travel intentions. International Conference: Information and Communication Technologies in Tourism, Lugano Jepsen, A. (2006). Information search in virtual com¬munities: Is it replacing use of off-line communica¬tion? Journal of Marketing Communications, 12(4), 247–261. Kaplan, A. & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons, 53(1).Kotler, P., Bowen, J., & Makens, J. C. (2010). Mar¬keting for hospitality and tourism (5th ed.). Boston, MA: Pearson Education.Mangold, W., & Faulds, D. (2009). Social media: The new hybrid element of the promotion mix. Business Horizons, 52(4).Mayfield, T. (2011). A commander’s strategy for social media. JFQ, 60, pp.79-128.Marsden, D., and Littler, D., 1998. Positioning alternative perspectives of consumer behavior, Journal of Marketing Management, 1 (3), 3-28.Mathieson, A., and Wall, G., 1982. Tourism: economic, physical and social impacts. London:Longman.McCann (2010). The Socialization of brands. Social Media Tracker, Wave 5.McKinsey Quarterly. (2007). How businesses are using Web 2.0. Retrieved from http://www.mckinseyquarterly.com/How_businesses_are_using_Web_20_A_McKinsey_Global_Survey_1913Metzger, M. & Flanagin, A. (2008). Digital Media, youth, and Credibility, Reports on digital media and learning. MIT Press, 202 p.Mohammad, A. & Liu, H. (2012), “Measuring User Credibility in Social Media”. Arizona State University.Nielsen (2012), “State of the Media: the Social Media report”. The Nielsen company.Oliver, R. (1997). Satisfaction: A Behavioral Perspective on the Consumer. Boston: McGraw-Hill.O’Connor, O. (2008), “User-generated content and travel: A case study on Tripadvisor.com”, Information and Communication Technologies in Tourism 2008, Springer Wien, Vienna. O’Reilly, T. (2005). What is Web 2.0.World Travel Industry Report.Ozaslan, Yasin (2013) “The Impact of Social Media in the Selection of Tourist Destinations”, International Conference on Economic and Social Studies, Sarajevo.Parra-López, E., Bulchand-Gidumal, J., Gutiérrez- Taño, D., & Díaz-Armas, R. (2011). Intentions to use social media in organizing and taking vacation trips. Computers in Human Behavior, 27(2).Peneycad, M. (2013), Unignorable Stats About How Social Media Influences Purchase Behaviour. Retrieved from: http://socialmediatoday.com/rgbsocial/1532766/unignorable-stats-about-how-social-media-influences-purchase-behaviourPowell, R.; Groves, S., Dimos, J. (2011). ROI of Social Media: How to improve the return on your social marketing investment. New York: John Wiley & Sons.Punch, K. (2005). Introduction to Social Research: Quantitative and qualitative approaches. 2nd ed. London: SAGE PublicationsReactive (2007), Web 2.0 for the Tourism & Travel Industry, Reactive, AustraliaRitchie, B., Burns, P. & Palmer, C., 2005. Tourism Research Methods: theory with practice. Wallingford: CABI Publishing.Rubin, A. (2002). The Uses and Gratifications Perspectives of Media Effects. Media Effects: advances in theory and research. Mahwah, NJ: Lawrence Elbaum Associates.Safko, L., & Brake, D. (2009). The social media bible: Tactics, tools, and strategies for business suc¬cess. Hoboken, NJ: John Wiley & SonsSema, P. (2013) Does Social Media Affect Consumer Decision-Making? MBA Student Scholarship.Paper 24. http://scholarsarchive.jwu.edu/mba_student/24Shao, G. (2009). Understanding the appeal of user-generated media: A uses and gratification perspective. Internet Research, 19(1), 7–25.Sirakaya, E., & Woodside, A. G. (2005). Building and testing theories of decision making by travellers. Tourism Management, 26(6).Solomon, M. (2007). Consumer Behavior: Buying, Having, and Being. 7th ed. New Jersey:Pearson Prentice Hall.Solomon, M., Bamossy, G., Askegaard, S. & Hogg, M. (2010). Consumer Behavior: Buying: A European Perspective. 4rd ed., Financial Times Press.Australian Bureau of Statistics, 2005, Household use of information technology, Australia, http://www.abs.gov.au/AUSSTATS/abs@.nsf/ProductsbyReleaseDate/D299544DB0CA7EF0CA2572440077F833?OpenDocumentStelzner, M. (2011). 2011 Social Media Marketing Report. Available at: http://www.socialmediaexaminer.com/social-media-marketing-industry-report-2011/> [Accessed 20 Dec 2013].Taining, Y. (2012) The decision behavior of facebook users. Journal of Computer Information Systems, 52(3), 50-59/UNWTO. (2011). World tourism barometer, advance release January 2011. Madrid, Spain: UNWTO Publications.Vinerean, S. & Cetina, I. (2013) The Effects of Social Media Marketing on Online Consumer Behavior. International Journal of Business and Management; Vol. 8, No. 14.Volo, S. (2010). Bloggers’ reported tourist experiences: Their utility as a tourism data source and their effect on prospective tourists. Journal of Vacation Marketing, Vol. 16, No.4, pp.297-311Xiang, Z. & Gretzel, U. (2010). Role of social media in online travel information search. Tourism Management, Vol. 31, No.2, pp.179-188YouTube. (2012). Statistics. Retrieved 15 December 2012, from http://www.youtube.com/t/press_statistics 描述 碩士
國立政治大學
國際傳播英語碩士學位學程(IMICS)
100461025
102資料來源 http://thesis.lib.nccu.edu.tw/record/#G1004610252 資料類型 thesis dc.contributor.advisor 郭貞 zh_TW dc.contributor.advisor Kuo, Cheng en_US dc.contributor.author (Authors) 塞瓦斯蒂安 zh_TW dc.contributor.author (Authors) Sebastian Ricardo Cabrera Leon en_US dc.creator (作者) 塞瓦斯蒂安 zh_TW dc.creator (作者) Sebastian Ricardo Cabrera Leon en_US dc.date (日期) 2013 en_US dc.date.accessioned 3-Mar-2014 15:41:55 (UTC+8) - dc.date.available 3-Mar-2014 15:41:55 (UTC+8) - dc.date.issued (上傳時間) 3-Mar-2014 15:41:55 (UTC+8) - dc.identifier (Other Identifiers) G1004610252 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/64386 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 國際傳播英語碩士學位學程(IMICS) zh_TW dc.description (描述) 100461025 zh_TW dc.description (描述) 102 zh_TW dc.description.abstract (摘要) 社群媒體是一些網路應用程式，人們可以透過這些程式創造，分享，交換資訊，連結網絡．社群媒體也是消費者的意見平台，讓使用者得以藉著網際網路發聲，和其他消費者分享消費經驗．線上旅遊評論是人們分享自身旅行經驗的平台，筆下的景點可以提供人們未來的相關旅行規劃．本研究將調查社群媒體的可信任度，從使用者角度觀看其有用程度，以及這些被分享的資訊對於消費者行為還有旅遊行程決定的影響力． zh_TW dc.description.abstract (摘要) Social media refers to a group of Internet-based applications where people interact by creating, sharing and exchanging information and ideas in virtual communities or networks, allowing the creation and exchange of user-generated content. Social media are also consumer opinion platforms, enabling users to share their experiences with other people through online word of mouth. Online reviews regarding travel experiences written by people that have previously been to specific places and tourists spots are increasing in their relevance as an information source for people planning a trip. The study will investigate the perceived trustworthiness of social media, their usefulness from a user satisfaction perspective, and the influence of the information shared by other people on the consumer behavior and decision-making process towards travel planning. en_US dc.description.tableofcontents Chapter 1: Introduction ……………………………………………………………………….31.1 Research Background ………………………………………………………..........41.2 Rationale ………………………………………………………………………….51.3 Significance of the Study ………………………………………………….……...61.4 Research Questions ……………………………………………………….………7Chapter 2: Literature Review …………………………………………………………………82.1 Web 2.0 …………………………………………………………………………...82.2 Online Word-of-Mouth (WOM) ……………………………………………..…...92.3 Social Media ……………………………………………………………………..112.4 Social Media and Consumer Decision Process ……………….152.5 Social Media and Travel ………………………....……………………………...182.6 Consumer Travel Purchase ……………………...………………………………202.7 Credibility ……....…...…………………………………………………………...21 Chapter 3: Methodology……………………………...…………………………………..253.1 Research Framework……………………………………………………………..253.2 Research Method…………………………………………………………………253.3 Research Variables……………………………………………………………….273.3.1 Trustworthiness ….…………………………………………………….273.3.2 Usefulness ……………………………………………………………..283.3.3 Control variable ………………………………………………………..293.3.4 Social media affect travel plan decision ….....293.3.5 Other single indicator variables ……………………………………….303.4 Hypothesis………………………………………………………………………..31Chapter 4: Analysis of the Results …………………..324.1 Descriptive Analysis ….…………………………………………………………324.1.1 Sample Structure ………………………………………………………324.1.2 Social media description ………………………………………………364.1.3 Stages of travel ……………………………………………………… ..394.2 Test of the Hypotheses………………………………...…………………………43Chapter 5: Conclusion and discussion …………………………...485.1 Discussion ……………………………………………………………………….505.2 Limitations ………………………………………………………………………53References …………………………………………………………………………………...54Appendix (Questionnaire) …………………………………………………………………...60 zh_TW dc.format.extent 839396 bytes - dc.format.mimetype application/pdf - dc.language.iso en_US - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G1004610252 en_US dc.subject (關鍵詞) 社交媒體 zh_TW dc.subject (關鍵詞) 消費者行為 zh_TW dc.subject (關鍵詞) 口碑 zh_TW dc.subject (關鍵詞) 旅遊 zh_TW dc.subject (關鍵詞) 在線 zh_TW dc.subject (關鍵詞) social media en_US dc.subject (關鍵詞) consumer behavior en_US dc.subject (關鍵詞) wom en_US dc.subject (關鍵詞) tourism en_US dc.subject (關鍵詞) online en_US dc.title (題名) 社交媒體對於消費著行為的旅遊規劃影響： 針對台灣的國際學生的研究 zh_TW dc.title (題名) The Impact of Social Media on Consumer Behavior towards travel planning: A study focused on International Students in Taiwan en_US dc.type (資料類型) thesis en dc.relation.reference (參考文獻) Akehurst, G. (2009). User generated content: the use of blogs for tourism organizations and tourism consumers. Service Business, 3(1), 51-61. Blackshaw, P., & Nazzaro, M. (2006). Consumer-generated media (CGM) 101: word-of mouth in the age of the web-fortified consumer. New York: Nielsen BuzzMetrics.Blackwell, L.D., Miniard, P.W. and Engel, J.F., 2006. Consumer behavior. 10th ed. Mason: Thomson Business and Economics.Blichfeldt, B. (2008). What to do on our holiday: The case of in situ decision-making. Anatolia: An International Journal of Tourism & Hospitality Research, 19 (2), 287-305. Academic Search Complete database.Bronner, F. & de Hoog, R. (2011). Vacationers and eWOM: Who posts and why, where and what? Journal of Travel Research, Vol. 50, No.1, pp.15-26. Brown, J., Broderick, J., & Lee, N. (2007). Word of Mouth Communication within online communities: Conceptualizing the Online Social Network, Journal of Interactive Marketing, Vol. 21, Nr. 21, p 2-20.Buhalis, D. (1998). Strategic use of information tech¬nologies in the tourism industry. Tourism Management, 19(5), 409–421.Cormode, G. & Krishnamurthy, B. (2008), Key Differences between Web1.0 and Web2.0, First Monday, Volume 13 Number 6. Cox, C., Burgess, S., Sellitto, C., & Buultjens, J. (2009). The role of user-generated content in tour¬ists’ travel planning behavior. Journal of Hospital¬ity Marketing & ManagementDecrop, A. (2006). Vacation decision mak¬ing. Wallingford, UK: CABI Publishing.De Valck, K., Van Bruggen, G., & Wierenga, B. (2009). Virtual communities: A marketing perspec¬tive. Decision Support Systems, 47(3).Deuze, M. (2003). The Web and its Journalisms: Considering the Consequences of Different Types of Newsmedia Online. New Media & Society, 5, 20-30.East, R., Wright, M., Vanhuele, M., (2008). Consumer Behaviour: Applications in marketing.London: SAGE.Eisend, M. (2006). Source credibility dimensions in marketing communication – A generalized solution. Journal of Empirical Generalizations in Marketing, Berlin.Evans, M., Jamal, A. & Foxall. G. (2009). Consumer behaviour. 2nd ed. John Wiley & Sons.Facebook, (2012). Statistics. Retrieved 15 November 2012, from http://www.facebook.com/press/info.php?statisticsFauser, S.G. Wiedenhofer, J. and Lorenz, M., (2011). Touchpoint social web: an explorative study about using the social web for influencing high involvement purchase decisions. Problems and Perspectives in Management, 9(1), pp.39-45.Forbes, L. & Vespoli, E. (2013), Does social media influence consumer buying behavior? An investigation of recommendations and purchases. Journal of Business & Economics Research,11(2), 107-111. Gretzel, U., Kang, M. & Lee, W. (2008). Differences in consumer-generated media adoption and use: A cross-national perspective. Journal of Hospitality Marketing & Management, Vol.17, No.1, pp.99-120. Hall, R. (2006). The Blog Ahead: How citizen-generated media is radically tilting the communications balances. Morgan & James, the Entrepreneurial Publisher.Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word of mouth via consumer opinion platforms: What motivates consumers to articulate themselves on the Internet? Journal of Interactive Marketing, 18(1), 38-52.Hovland, C.; Irving L.; Kelley, H. (1953) Communication and Persuasion.Psychological Studies of Opinion Change, Yale University Press: New Haven, CO.Hovland, C.; Weiss, W. (1951) "The Influence of Source Credibility on Communication Effectiveness", Public Opinion Quarterly, 15(1).Huang, Y., Backman, S.J. & Backman, K.F. (2010). The impacts of virtual experiences on peoples’ travel intentions. International Conference: Information and Communication Technologies in Tourism, Lugano Jepsen, A. (2006). Information search in virtual com¬munities: Is it replacing use of off-line communica¬tion? Journal of Marketing Communications, 12(4), 247–261. Kaplan, A. & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons, 53(1).Kotler, P., Bowen, J., & Makens, J. C. (2010). Mar¬keting for hospitality and tourism (5th ed.). Boston, MA: Pearson Education.Mangold, W., & Faulds, D. (2009). Social media: The new hybrid element of the promotion mix. Business Horizons, 52(4).Mayfield, T. (2011). A commander’s strategy for social media. JFQ, 60, pp.79-128.Marsden, D., and Littler, D., 1998. Positioning alternative perspectives of consumer behavior, Journal of Marketing Management, 1 (3), 3-28.Mathieson, A., and Wall, G., 1982. Tourism: economic, physical and social impacts. London:Longman.McCann (2010). The Socialization of brands. Social Media Tracker, Wave 5.McKinsey Quarterly. (2007). How businesses are using Web 2.0. Retrieved from http://www.mckinseyquarterly.com/How_businesses_are_using_Web_20_A_McKinsey_Global_Survey_1913Metzger, M. & Flanagin, A. (2008). Digital Media, youth, and Credibility, Reports on digital media and learning. MIT Press, 202 p.Mohammad, A. & Liu, H. (2012), “Measuring User Credibility in Social Media”. Arizona State University.Nielsen (2012), “State of the Media: the Social Media report”. The Nielsen company.Oliver, R. (1997). Satisfaction: A Behavioral Perspective on the Consumer. Boston: McGraw-Hill.O’Connor, O. (2008), “User-generated content and travel: A case study on Tripadvisor.com”, Information and Communication Technologies in Tourism 2008, Springer Wien, Vienna. O’Reilly, T. (2005). What is Web 2.0.World Travel Industry Report.Ozaslan, Yasin (2013) “The Impact of Social Media in the Selection of Tourist Destinations”, International Conference on Economic and Social Studies, Sarajevo.Parra-López, E., Bulchand-Gidumal, J., Gutiérrez- Taño, D., & Díaz-Armas, R. (2011). Intentions to use social media in organizing and taking vacation trips. Computers in Human Behavior, 27(2).Peneycad, M. (2013), Unignorable Stats About How Social Media Influences Purchase Behaviour. Retrieved from: http://socialmediatoday.com/rgbsocial/1532766/unignorable-stats-about-how-social-media-influences-purchase-behaviourPowell, R.; Groves, S., Dimos, J. (2011). ROI of Social Media: How to improve the return on your social marketing investment. New York: John Wiley & Sons.Punch, K. (2005). Introduction to Social Research: Quantitative and qualitative approaches. 2nd ed. London: SAGE PublicationsReactive (2007), Web 2.0 for the Tourism & Travel Industry, Reactive, AustraliaRitchie, B., Burns, P. & Palmer, C., 2005. Tourism Research Methods: theory with practice. Wallingford: CABI Publishing.Rubin, A. (2002). The Uses and Gratifications Perspectives of Media Effects. Media Effects: advances in theory and research. Mahwah, NJ: Lawrence Elbaum Associates.Safko, L., & Brake, D. (2009). The social media bible: Tactics, tools, and strategies for business suc¬cess. Hoboken, NJ: John Wiley & SonsSema, P. (2013) Does Social Media Affect Consumer Decision-Making? MBA Student Scholarship.Paper 24. http://scholarsarchive.jwu.edu/mba_student/24Shao, G. (2009). Understanding the appeal of user-generated media: A uses and gratification perspective. Internet Research, 19(1), 7–25.Sirakaya, E., & Woodside, A. G. (2005). Building and testing theories of decision making by travellers. Tourism Management, 26(6).Solomon, M. (2007). Consumer Behavior: Buying, Having, and Being. 7th ed. New Jersey:Pearson Prentice Hall.Solomon, M., Bamossy, G., Askegaard, S. & Hogg, M. (2010). Consumer Behavior: Buying: A European Perspective. 4rd ed., Financial Times Press.Australian Bureau of Statistics, 2005, Household use of information technology, Australia, http://www.abs.gov.au/AUSSTATS/abs@.nsf/ProductsbyReleaseDate/D299544DB0CA7EF0CA2572440077F833?OpenDocumentStelzner, M. (2011). 2011 Social Media Marketing Report. Available at: http://www.socialmediaexaminer.com/social-media-marketing-industry-report-2011/> [Accessed 20 Dec 2013].Taining, Y. (2012) The decision behavior of facebook users. Journal of Computer Information Systems, 52(3), 50-59/UNWTO. (2011). World tourism barometer, advance release January 2011. Madrid, Spain: UNWTO Publications.Vinerean, S. & Cetina, I. (2013) The Effects of Social Media Marketing on Online Consumer Behavior. International Journal of Business and Management; Vol. 8, No. 14.Volo, S. (2010). Bloggers’ reported tourist experiences: Their utility as a tourism data source and their effect on prospective tourists. Journal of Vacation Marketing, Vol. 16, No.4, pp.297-311Xiang, Z. & Gretzel, U. (2010). Role of social media in online travel information search. Tourism Management, Vol. 31, No.2, pp.179-188YouTube. (2012). Statistics. Retrieved 15 December 2012, from http://www.youtube.com/t/press_statistics zh_TW
