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

Author

Listed:
  • 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)

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.

Suggested Citation

  • Luciana Chavez & Carla Ruiz & Rafael Curras & Blanca Hernandez, 2020. "The Role of Travel Motivations and Social Media Use in Consumer Interactive Behaviour: A Uses and Gratifications Perspective," Sustainability, MDPI, vol. 12(21), pages 1-23, October.
    • Handle: RePEc:gam:jsusta:v:12:y:2020:i:21:p:8789-:d:433291
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    2. Huseyin Arasli & Maryam Abdullahi & Tugrul Gunay, 2021. "Social Media as a Destination Marketing Tool for a Sustainable Heritage Festival in Nigeria: A Moderated Mediation Study," Sustainability, MDPI, vol. 13(11), pages 1-27, May.

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