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For recommendations, customers are increasingly having faith in suggestions over the internet. Online societal/social networks (OSNs) are frequently used in Tourism and tourists use them to gain knowledge and gather information about different tourist’s resorts. The main objective of the current research is to develop understanding about the effect of different independent variables such as apparent Ease of use, Belief in reliability, Functional belief and Switching Cost to determine Social Norms which ultimately effect Intention to Share knowledge.  This model helps to understand the underlying motives that influence consumers to share information about tourist’s resorts with others. Data was collected from the people who were using social networking sites for more than a year for tourism recommendations. Structural equation modeling was used for the data analysis and it was found the most of the proposed hypothesis were accepted validating presence of a significantly valid relationship between the variables. The study carries considerable theoretical and practical implications for researchers as well as tourism managers.

review of applied management and social sciences

An Investigation of Factors Effecting Consumers’ Intention to Share Knowledge through Development as a Social Norm in Travel-Related Online Societal Networks