Elaborating the Willingness to participate in social media with an Emphasis on the intermediary role of the customers’ perceived value

The expansion of social media has led to the tourism industry’s concentration on use Instagram pages, and many tour agencies this method for attracting tourists. last second is one favorable pages in area. present study tries elaborate willingness participate with an emphasis perceived value customers intending buy last-second traveling tickets. This applied research considering objectives. required data have been collected based field research. Use also made questionnaires gathering information. population included users tours. Non-probability convenience was choice sampling. 375 individuals were selected through Cochran Formula unlimited population. In order investigate reliability questionnaire, Cronbach’s alpha coefficient, which obtained above 0.7 all variables. analysis carried out by means SPSS22 SMART PLS3.