The Impact of Social Media Use on Consumers’ Restaurant Consumption Experiences: A Qualitative Study

Travellers have high standards and regard restaurants as important travel attributes. In the tourism hospitality industry, use of developed tools (e.g., smartphones location-based tablets) has been popularised a way for travellers to easily search information book venues. Qualitative research using semi-structured interviews based on face-to-face approach was adopted this study examine how consumers’ restaurant selection processes are performed with utilisation social media smartphones. Then, thematic analysis adopted. The findings show that adoption is positively related gratification. More specifically, when consumers process, content gratification satisfied, their intention adopt fulfilled. It suggested by decision-making process needs be understood, each stage not independent; all stages organically connected influence one another.