Study of Effective Factors on Sharing Knowledge on Tourism Destination in Instagram Social Network

The exploding boom of social networks has a very serious effect on human life. Social networks are recognized as the driving force in e-commerce and in some way or another have evolved the interpersonal relationship and also intercompany relations. This phenomenon has happened distinctly in the tourism industry; since tourist contact other people in different phases of the trip for scheduling and other things, especially when they are searching for information. Present study aims to discuss effective factors on sharing knowledge on tourism destination. This study is of practical nature and from the way of doing perspective it is of descriptive- scaling nature. Statistical population is Iranian users of Instagram social network who check tourism pages for determining the tourism destinations. Also 420 users are selected in multistage sampling in order to gather information. Data analysis is done by modeling structural equations with the help of Lisrel software which is shown that perceived ease of use on utilitarian beliefs, belief in integrity and subjective norms has a positive and meaningful effect. Subjective norms are also effective on switching costs and attitude toward sharing knowledge; finally personal attitude of the person are verified against on his/her Intention to share knowledge.