The impact of social capital on tourism technology adoption for destination marketing

The purpose of the present study is to examine the impact of social capital on destination marketing organisations' (DMOs) technology adoption, especially Web 2.0. In other words, among the variety of factors that might influence individuals' or organisations' technology adoption, this study suggests that the concept of social capital is an additional important factor that might influence DMOs' technology adoption. Social networks (size of network, tie strength, and bridging and bonding ties), trust, norms, and associational activity were chosen as the components of social capital. The results revealed that, with the exception of trust and tie strength, most components of social capital exerted significant effects on DMOs' levels of technology adoption.