Abstract:
The purpose of this study is to identify how the information relevance on travel blogs content on social media platforms impact on readers' visiting intention via the mediating effect of perceived enjoyment with reference to local travel community. The study focuses on filling the existing gap in relation to Sri Lankan context. A questionnaire is distributed among a convenient sample of 250 local travel blog followers on social media platforms. Based on the concept of information relevance, the proposed model to examine the interrelation of information relevance on travel blogs content towards the readers' visiting intention is mediated by perceived enjoyment while the analysis is executed through the SPSS software and the PROCESS Macro of Andrew F. Hayes. The study illustrated that there is yet a partial mediation effect on the correlation between information relevance and visiting intention. Thus, what drives themselves most for the visiting intention is the information relevance of the content of the blog.
