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The role of travel motivations and social media use in consumer interactive behaviour: a uses and gratifications perspective

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The role of travel motivations and social media use in consumer interactive behaviour: a uses and gratifications perspective

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Chavez, Luciana; Ruiz, Carla; Curras, Rafael; Hernández, Blanca

Aquest document és un/a article, creat/da en: 2020

This paper explores the influence of travel motivations and the gratification provided by social media in consumer stickiness to social media, intention to create user-generated content, and electronic word of mouth (eWOM) review adoption. The study follows a mixed-methods approach. First, a concept mapping study was undertaken to identify the main travel motivations and the gratifications provided by social media when consumers search for information on tourism destinations. A second study using structural equation modelling and SmartPLS 3.2.7 with a sample of 401 heavy users of social media showed the relationships between individual travel motivations and gratifications provided by social media and consumer stickiness, intention to share user-generated content (UGC), and eWOM review adoption.

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