In response to the constructed question, the model “Social Media in Tourism value creation” is established to elaborate on travelers’ perceived benefits while planning and taking trips. The findings show a correlation between taking and planning tips. Travel industries can increase conversion costs if they have a successful value creation strategy. The travel industry provides travelers with service customization by giving a social media platform that systematically shares users’ experiences and similar people. They could be the source of sustainable competitive advantage because of Value, Rareness, Imitability, and Non-substitutable. The most critical positive sharing and identity and various social media resources for travelers are vital. The travel industry can increase the conversion cost by focusing on personalizing their services and giving users the possibility to customize their privacy settings.
|Category:||Business & Economics, Social Science|