The effects of perception towards travel blogs' content on the behavioral intention to visit a tourist destination

The purpose of this study is to examine whether the perception on travel biogs have effect on the perceived enjoyment and the intention to visit a destination among the Sabahan tourists. This study had been analyzing the relationship between the perception towards travel biogs and perceived enjoyment perception towards travel biogs and intention to visit the mediator effect of perceived enjoyment on the relationship between the exogenous and endogenous variable has been explored. This study has identified the perception towards travel biog, which consist of novelty, reliability, understandability and trustworthiness. The participants for this study are those did use travel biogs before this and the data were collected at Kota Kinabalu International Airport. Data from the survey were used for the statistical analysis. SmartPLS (Partial Least Square) version 2. O was used to test the hypothesis. The results shows that perception related to novelty and understandability has a significant relationship with perceived enjoyment. Meanwhile reliability and trustworthiness has no relationship with perceived enjoyment. The results show that eh perceived enjoyment mediates the relationship between novelty and understandability with intention to visit The findings of this study suggest that novelty and understandability is important in forming the perceived enjoyment and direct effect with the intention to visit a destination for future research other factors for the perception towards travel biogs should be examined