Effects of social media on restaurant visit intention and willingness to pay more: generation Z

Abstract

The aim of this study was to investigate the effects of social media reviews on restaurant visit intention and willingness to pay more. Research data were obtained from Turkey between January-March 2023 by using a questionnaire. The data obtained from 404 questionnaires were analysed by using PLS-SEM. The findings revealed the positive effect of the attitude toward social media reviews on restaurant visit intention and on the willingness to pay more. In addition, it has been observed that there is a positive relationship between perceived usefulness, perceived ease of use, trust, information quality, and attitude.

Keywords

• tourism
• social media
• restaurant visit intention
• willingness to pay more