The Role of Travel Motivations and Social Media Use in Consumer Interactive Behaviour: A Uses and Gratifications Perspective

The Role of Travel Motivations and Social Media Use in Consumer Interactive Behaviour: A Uses and Gratifications Perspective

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...

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Bibliographic Details
Main Authors: Luciana Chavez, Carla Ruiz, Rafael Curras, Blanca Hernandez
Format: Article
Language:English
Published: MDPI AG 2020-10-01
Series:Sustainability
Subjects:
uses and gratifications
stickiness
user-generated content
eWOM
social media
travel motivations
Online Access:https://www.mdpi.com/2071-1050/12/21/8789
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spelling doaj-5d8f25fe5c054f898a71f0094fb33e702020-11-25T04:03:15ZengMDPI AGSustainability2071-10502020-10-01128789878910.3390/su12218789The Role of Travel Motivations and Social Media Use in Consumer Interactive Behaviour: A Uses and Gratifications PerspectiveLuciana Chavez0Carla Ruiz1Rafael Curras2Blanca Hernandez3Department of Marketing, University of Valencia, 46022 Valencia, SpainDepartment of Marketing, University of Valencia, 46022 Valencia, SpainDepartment of Marketing, University of Valencia, 46022 Valencia, SpainDepartment of Marketing, University of Zaragoza, 50005 Zaragoza, SpainThis 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.https://www.mdpi.com/2071-1050/12/21/8789uses and gratificationsstickinessuser-generated contenteWOMsocial mediatravel motivations
collection DOAJ
language English
format Article
sources DOAJ
author Luciana Chavez
Carla Ruiz
Rafael Curras
Blanca Hernandez
spellingShingle Luciana Chavez
Carla Ruiz
Rafael Curras
Blanca Hernandez
The Role of Travel Motivations and Social Media Use in Consumer Interactive Behaviour: A Uses and Gratifications Perspective
Sustainability
uses and gratifications
stickiness
user-generated content
eWOM
social media
travel motivations
author_facet Luciana Chavez
Carla Ruiz
Rafael Curras
Blanca Hernandez
author_sort Luciana Chavez
title The Role of Travel Motivations and Social Media Use in Consumer Interactive Behaviour: A Uses and Gratifications Perspective
title_short The Role of Travel Motivations and Social Media Use in Consumer Interactive Behaviour: A Uses and Gratifications Perspective
title_full The Role of Travel Motivations and Social Media Use in Consumer Interactive Behaviour: A Uses and Gratifications Perspective
title_fullStr The Role of Travel Motivations and Social Media Use in Consumer Interactive Behaviour: A Uses and Gratifications Perspective
title_full_unstemmed The Role of Travel Motivations and Social Media Use in Consumer Interactive Behaviour: A Uses and Gratifications Perspective
title_sort role of travel motivations and social media use in consumer interactive behaviour: a uses and gratifications perspective
publisher MDPI AG
series Sustainability
issn 2071-1050
publishDate 2020-10-01
description 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.
topic uses and gratifications
stickiness
user-generated content
eWOM
social media
travel motivations
url https://www.mdpi.com/2071-1050/12/21/8789
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