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
Published in:Sustainability 2020-11, Vol.12 (21), p.8789
Main Authors: Chavez, Luciana, Ruiz, Carla, Curras, Rafael, Hernandez, Blanca
Format: Article
Language:English
Subjects:
Attitudes
Concept mapping
Consumer behavior
Consumers
Decision making
Digital media
Hypotheses
Information sharing
Knowledge sharing
Literature reviews
Multivariate statistical analysis
Social capital
Social networks
Sustainability
Tourism
Travel
User behavior
User generated content
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Summary: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.
ISSN:2071-1050
2071-1050
DOI:10.3390/su12218789