Social Networking and Students' Attitude Towards Ecotourism: A Study in Bangladesh

What is it about?

This study explores factors influencing attitudes towards ecotourism through social networking sites (SNSs), an area with limited research. Using a broad sample of university students in Bangladesh, it extends the Technology Acceptance Model (TAM). Results suggest that perceived trustworthiness, ease of use, and social influence positively affect attitudes. The study contributes to understanding ecotourism attitudes and informs future research in this area.

Featured Image

Photo by Nik on Unsplash

Photo by Nik on Unsplash

Why is it important?

This study is significant as it investigates the antecedents of attitudes and intentions towards ecotourism through social networking sites (SNSs), an area with limited research. Extending the Technology Acceptance Model (TAM) sheds light on factors influencing attitudes towards ecotourism in the context of SNSs, particularly among university students in Bangladesh. The findings, highlighting the positive effects of perceived trustworthiness, ease of use, and social influence on ecotourism attitudes, contribute to a better understanding of this important area. Understanding these factors can inform ecotourism marketing strategies and initiatives to promote sustainable tourism practices through social media platforms. Moreover, the study provides valuable insights for future research in ecotourism, guiding scholars in exploring the role of SNSs in shaping attitudes and behaviours towards environmentally friendly tourism. Overall, this research contributes to advancing knowledge in ecotourism and highlights the significance of leveraging social networking sites to promote sustainable tourism practices.