Intention of social media users in adopting environmental tourism recommendations in Indonesia: transactive memory system perspective

The purpose of this study is to investigate how information content related to tourism in Indonesia can influence the intention of social media users to adopt recommendations related to environmental tourism destinations. This study adopts transactive memory systems (TMS), which are currently an important factor in information sharing. In social media, tourism information sharing activities occur, so social media can be said to be TMS. This paper discusses three measures used by TMS, namely specialisation, credibility, and coordination. This study uses an empirical analysis of 170 social media users. The data collected were analysed using the partial least square (PLS) method, a statistical analysis technique based on structural equation modelling (SEM). Our findings reveal that TMS credibility is positively related to community commitment and communication quality, likewise with TMS coordination, but not for TMS specialisation; it was not found to be related to communication commitment and communication quality. Other findings reveal a significant relationship between community commitment and communication quality on acceptance of recommendations from social media.