Scale Construction and Validation of Uses and Gratifications Motivations for Smartphone Use by Tourists: A Multilevel Approach

• Published in: Tourism and hospitality (Basel) 2022-01, Vol.3 (1), p.100-113
• Main Authors: Moon, Jang-Won, An, Yuting
• Format: Article
• Language: English
• Subjects: Decision making; e-tourists; multilevel analysis; scale construction and validation; Smartphones; Social networks; Travel; uses and gratifications theory
• ISSN: 2673-5768; 2673-5768
• DOI: 10.3390/tourhosp3010007

This study introduces and applies the uses and gratifications theory to travel and tourism, resulting in a classification of U & G motivations (extant items) for this field. Uses and gratifications motivations are important for understanding e-tourist satisfaction. However, a measurement model for examining them has not been developed in the field of travel and tourism. To address this gap, this study develops valid and reliable scales for uses and gratifications motivations for smartphone use by tourists. Multilevel linear modeling (MLM) was used to avoid biases caused by common traits and features within a tourist group and to measure group effects. The scales conceptualized motivations for smartphone use by travelers, i.e., the U & G motivations, as a four-dimensional construct: social interaction, information, entertainment, and convenience. All scales demonstrate the appropriate psychometric properties for evaluating U & G motivations. The scales developed here can serve as an effective tool for future empirical research to better understand the motivations for smartphone use by travelers and to identify the relationships among U & G motivations, attitude, and e-tourist satisfactions in travel and tourism.