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Sustainability
Volume 12
Issue 21
10.3390/su12218789
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Article

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

by
Luciana Chavez
1,
Carla Ruiz
1,*,
Rafael Curras
1 and
Blanca Hernandez
2
1
Department of Marketing, University of Valencia, 46022 Valencia, Spain
2
Department of Marketing, University of Zaragoza, 50005 Zaragoza, Spain
*
Author to whom correspondence should be addressed.
Sustainability 2020, 12(21), 8789; https://doi.org/10.3390/su12218789
Received: 18 September 2020 / Revised: 19 October 2020 / Accepted: 20 October 2020 / Published: 22 October 2020
(This article belongs to the Special Issue Consumer-Brand Relationships in the Era of Social Media and Big Data)
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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. View Full-Text
Keywords: uses and gratifications; stickiness; user-generated content; eWOM; social media; travel motivations uses and gratifications; stickiness; user-generated content; eWOM; social media; travel motivations
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MDPI and ACS Style

Chavez, L.; Ruiz, C.; Curras, R.; Hernandez, B. The Role of Travel Motivations and Social Media Use in Consumer Interactive Behaviour: A Uses and Gratifications Perspective. Sustainability 2020, 12, 8789. https://doi.org/10.3390/su12218789

AMA Style

Chavez L, Ruiz C, Curras R, Hernandez B. The Role of Travel Motivations and Social Media Use in Consumer Interactive Behaviour: A Uses and Gratifications Perspective. Sustainability. 2020; 12(21):8789. https://doi.org/10.3390/su12218789

Chicago/Turabian Style

Chavez, Luciana, Carla Ruiz, Rafael Curras, and Blanca Hernandez. 2020. "The Role of Travel Motivations and Social Media Use in Consumer Interactive Behaviour: A Uses and Gratifications Perspective" Sustainability 12, no. 21: 8789. https://doi.org/10.3390/su12218789

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