Tourist behavior towards the use of facebook in purchasing tourist product

Abstract

This study was conducted to determine the level of tourist behavior towards the use of Facebook in purchasing tourism product in terms of perceived usefulness, perceived ease of use, perceived trust, and perceived risk. The respondents of this study were composed of three hundred (300) tourists who purchased tourism product on Facebook, randomly selected. The researchers used survey questionnaire to gather relevant data from the respondents. As this study progresses the researchers found out that in terms of usefulness, ease of use and trust, tourist tend to purchase tourism product on Facebook because they observe that it helped them in purchasing tourism product quickly, it is easy to use for tourist because it doesn’t require critical thinking, also tourist have trust on Facebook because they believe that it’s a reliable source in product purchasing transaction. In terms of perceived risk it has the highest category mean tourist perceived that purchasing tourism product on Facebook is very risky in sending personal information and using credit cards because nowadays there are lots of hacker and scammer on Facebook. Also, there was no significant difference on the level of tourist behavior on purchasing tourism product in terms of sex but in terms of age it has a significant difference, thus rejecting the null hypothesis. Key words: Tourist Behavior, Purchase, Tourism Product, Perceived, Facebook Usage