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

Luciana Chavez, Carla Ruiz, Rafael Curras and Blanca Hernandez
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Luciana Chavez: Department of Marketing, University of Valencia, 46022 Valencia, Spain
Carla Ruiz: Department of Marketing, University of Valencia, 46022 Valencia, Spain
Rafael Curras: Department of Marketing, University of Valencia, 46022 Valencia, Spain
Blanca Hernandez: Department of Marketing, University of Zaragoza, 50005 Zaragoza, Spain

Sustainability, 2020, vol. 12, issue 21, 1-23

Abstract: 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.

Keywords: uses and gratifications; stickiness; user-generated content; eWOM; social media; travel motivations (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (4)

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