Effects of Social Media on Residents’ Attitudes to Tourism: Conceptual Framework and Research Propositions

Robin Nunkoo*, Dogan Gursoy, Yogesh K. Dwivedi

*Corresponding author for this work

Research output: Contribution to journalJournal articleResearchpeer-review


The pervasive influence of social media on our lives provides new opportunities to study residents’ attitudes to tourism. Even though it is now common for residents to express their opinions and read about tourism development on social media, the consequences of this for their attitudes remain to be understood. This article uses the analytical perspectives of the information society and draws from the elaboration likelihood model, the influence of presumed influence model, and the social exchange theory to develop a causal-chain framework that considers the influence of social media on residents’ attitudes to tourism. Twenty-five research propositions emanate from the conceptual framework. The framework examines the direct as well as indirect influence of social media tourism messages on residents’ attitudes. It also recognizes users as the receivers and expressers of pro- as well as anti-tourism messages on social media. Our framework is theoretically inclusive, providing a reference to scholars and stimulating new ideas for future research on social media and residents’ attitudes. To the best of our knowledge, this is the first study that provides the necessary theoretical foundations and a conceptual framework to study residents’ attitudes to tourism in an information era intensified by the growth of social media.
Original languageEnglish
JournalJournal of Sustainable Tourism
Number of pages17
Publication statusPublished - 30 Nov 2020

Bibliographical note

Epub ahead of print. Published online: 30 Nov 2020.


  • Social media
  • Information society
  • Information processing
  • Sustainable tourism
  • Residents’ attitudes
  • Conceptual framework

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