What do Millennials see in Indonesia? An analysis of Generation Y travel intentions through Social Media

Abstract

To research the determinants of intention to travel, this paper employs the technology acceptance model (TAM) to investigate Indonesian millennials’ behavioural process of post-adoption by considering their attitudes toward visiting cultural heritage sites. No previous research has investigated whether there is a link between cultural motivation, serious leisure, and electronic word-of-mouth (eWOM). Structural equation modelling technology was used to assess the responses from 442 questionnaires. The results show that social eWOM is the strongest predictor of attitude towards visiting heritage sites, followed by serious leisure and culture motivation.

Keywords

• cultural motivation
• serious leisure
• social ewom
• attitude
• intention to travel