The Influence of Travel Motivations and Social Factors on Travel Web Site Usage among Malaysian Travellers

Abstract

In this study the framework is developed based on the theory of reasoned
action. This paper seeks to examine the influences of travel motivations
and social factors on future intention to use travel web sites. Data was
collected using multistage cluster sampling among employees in selected
organisations in the Klang Valley of Malaysia. A total of 679 questionnaires
were returned and analysed. The results showed that the travel motivation
of entertainment and sports activities have positive influences on hedonicbased
future intention to use travel web sites. On the other hand, travel
motivation of familiar destination has negative influences on the similar
criterion. The social factor of human interaction was not only more important
than media exposure but also the strongest predictor of both hedonicbased
and utilitarian-based future intention to use travel web sites. Based
on these findings, the paper highlights its theoretical, marketing and
managerial contributions.