Page 63 - MARSIUM'21 COMP OF PAPER

HOW PINTEREST ENGAGE WITH CONSUMER FOR TRAVEL

Nurul Azifah binti Azdi, Prof. Dr. Noor Hazarina binti Hashim

Azman Hashim International Business School, Universiti Teknologi Malaysia, Johor Bahru.

*Corresponding author: azifahazdi99@gmail.com, m-hazarina@utm.my

Abstract

The tourism sector relay on the digital platform nowadays to reach consumers. Pinterest application is one

of the platforms has been schoosen by the tourism destination. This study is focusing on how tourism
destinations adopt and implement Pinterest to engage with local tourism to help them in deciding travel

destination. The use of Pinterest is not widespread in Malaysia for now. That is the reason why certain

tourism destinations faced problems to get the reach of viewers on this platform. Besides that, they did
not aware of the specific elements that can increase engagement in this platform. This study is aiming at

local tourists that use Pinterest in their daily life as well as in helping them to decide on traveling. There
are four variables that will be investigate in this research which are perceived ease of use, perceived

usefulness, perceived trust and social capital. Those four variables are influencing the consumer intention
to use Pinterest page in past research and minimum 100 respondent needed to succeed this research.

Keywords: Pinterest, Tourism, Local tourist

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