The Impact Of EWOM Via Instagram On Backpackers’ Intention To Travel:Integration Of TAM&TPB

The purpose of this research paper is to examine the impact of electronic word of mouth(eWOM)via Instagram on backpackers’ intention to travel to China.This study also examines interrelationship of Technology Acceptance Model(TAM)with an integration of revised Theory of Planned Behaviors(TPB)and their potential effects on tourists’ intentions to travel.This research paper will also evaluate how far Instagram influences tourists’ intention to travel to China and for this purpose a questionnaire was designed(from earlier literature and interview)and distributed to international tourists in Dalian and outside of Mainland through a non-probability convenient sampling technique.This research was a quantitative study conducted in the city of Dalian,China.For analysis purpose SmartPLS3.0 was used for analytical model.Reliability and validity of scale was established to measure the hypothesized variables through descriptive analysis and explorative research.The questionnaire was distributed covering 106 respondents requiring 2 weeks to have data collected.The sample group of tourists was 20-45.The empirical results from the conceptual framework suggest that:(1)TAM(Technology Acceptance Model)Perceived easiness and perceived usefulness have a positive influence on RTPB(2)TAM(Technology Acceptance Model)has positive influence on intention to travel(3)RTPB(Revised theory of Planned Behavior)has positive influence on intention to travel.The research limitations and future research recommendations are discussed and at the end the study was concluded based on the results.