Uses and Gratifications Motivations and Their Effects on Attitude and e-Tourist Satisfaction: A Multilevel Approach

This study employed the Uses and Gratifications Theory to explore the motivations for utilizing a smartphone during trips and satisfactions with travel experience. This study adopted multilevel SEM to explore how U&G motivations affect e-tourist satisfaction when attitude toward smartphone use b...

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Bibliographic Details
Published in:Tourism and hospitality (Basel) 2022-01, Vol.3 (1), p.116-136
Main Authors: Moon, Jang-Won, An, Yuting
Format: Article
Language:English
Subjects:
Decision making
e-tourist satisfaction
mediation
multilevel SEM
Smartphones
Social networks
Travel
uses and gratifications theory
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Summary:This study employed the Uses and Gratifications Theory to explore the motivations for utilizing a smartphone during trips and satisfactions with travel experience. This study adopted multilevel SEM to explore how U&G motivations affect e-tourist satisfaction when attitude toward smartphone use by tourists serves as a mediator. To this end, data collected from tourists travelling in the US were analyzed using a multilevel approach. The findings are: (1) U&G motivations (social interaction, entertainment, information, and convenience) are determined, (2) valid and reliable scales for all constructs are developed, (3) U&G motivations have a significant effect on tourists’ attitude toward smartphone use, which, in turn, significantly affects e-tourist satisfaction (hedonic, utilitarian, and overall) at the individual level. The results from this study provide practical and theoretical implications for e-tourism communication and tourism marketing.
ISSN:2673-5768
2673-5768
DOI:10.3390/tourhosp3010009