Efectos de los usos y gratificaciones de Facebook en la elección de destinos turísticos

  1. Chávez-Santana, Luciana
  2. Ruiz-Mafé, Carla 1
  3. Curras-Pérez, Rafael 1
  1. 1 Universitat de València
    info

    Universitat de València

    Valencia, España

    ROR https://ror.org/043nxc105

Revista:
Revista de ciencias sociales

ISSN: 1315-9518

Año de publicación: 2021

Volumen: 27

Número: 3

Páginas: 120-138

Tipo: Artículo

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Otras publicaciones en: Revista de ciencias sociales

Resumen

En los últimos años, los destinos turísticos están agregando las redes sociales a sus prácticas tradicionales de marketing. El objetivo de este estudio es analizar los antecedentes de los usos y gratificaciones derivados de la participación en Facebook y sus efectos actitudinales y comportamentales en el consumidor turístico. El modelo de esta investigación presenta dos tipos de antecedentes de los usos y gratificaciones: Vinculados a la personalidad (altruismo y sociabilidad) y afines a la interacción individuo-tecnología (identidad social y presencia social). Entre las consecuencias de los usos y gratificaciones se analiza la interacción con la red social (stickiness y like), la actitud hacia un destino turístico y la intención de visitarlo. La recogida de información se hizo mediante un cuestionario online, con muestreo de conveniencia, con una muestra de 190 participantes ecuatorianos residentes en Europa. Los resultados muestran que las dimensiones de los usos y gratificaciones de la participación de Facebook que tienen mayor relación con sus antecedentes (altruismo, sociabilidad, identidad social y presencia social), son la búsqueda de compañía y la creación de relaciones. Se concluye, que los usos y gratificaciones de Facebook influyen de forma positiva en la actitud hacia el destino e intención de visitarlo.

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