Purpose

The cruise industry has used technology to attract more millennials than ever before. The progression of social media has transformed the way young individuals gather information for their travel decision-making. Hence, this study aims to investigate the effects of the characteristics of social media – Instagram – on millennials’ trust in and attitudes toward social media content and their behavioral intentions.

Design/methodology/approach

A self-administered survey was designed to test the study model, and 323 responses collected were deemed valid for main data analysis.

Findings

The results revealed that perceived enjoyment of content is a powerful antecedent of trust, attitudes and behavioral intentions. Content quality is a strong predictor of trust but has no meaningful effect on attitudes and behavioral intentions.

Originality/value

Theoretically, this study contributes to the research in the tourism literature on social media and cruise marketing based on integrating into the technology acceptance model, the characteristics of social media content and trust based on commitment-trust theory. This study can help cruise operators use Instagram to influence millennials and suggests significant implications based on social media interactions with millennials.

中文翻译：

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千禧一代与邮轮旅游社交媒体内容的互动

目的

邮轮业利用技术吸引了比以往更多的千禧一代。社交媒体的发展改变了年轻人收集信息以做出旅行决策的方式。因此，本研究旨在调查社交媒体（Instagram）的特征对千禧一代对社交媒体内容的信任和态度及其行为意图的影响。

设计/方法论/途径

设计了一项自我管理的调查来测试研究模型，收集到的 323 份回复被认为对主要数据分析有效。

发现

结果表明，对内容的感知享受是信任、态度和行为意图的有力前提。内容质量是信任的有力预测因素，但对态度和行为意图没有有意义的影响。

原创性/价值

从理论上讲，本研究有助于基于承诺-信任理论融入技术接受模型、社交媒体内容特征和信任的旅游文献中关于社交媒体和邮轮营销的研究。这项研究可以帮助游轮运营商使用 Instagram 来影响千禧一代，并根据社交媒体与千禧一代的互动提出重大影响。