Users' Acceptance of Using Social Media in Tourism -- A Case Study of RedNote

Social media has been growing rapidly in recent years. In China, RedNote plays an increasingly important role in development of hospitality and tourism. This study draws on the research results of previous scholars, integrates trust factors and technology acceptance models, collects 323 valid questionnaire, to study RedNote users' acceptance of applying it in tourism, and conducts a comparative study of respondents in groups. Research indicates that perceived usefulness, perceived ease of use and trust have positive impact on attitude toward using RedNote. Attitude toward using RedNote has a positive impact on users' intention.