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

Journal:
Revista de ciencias sociales

ISSN: 1315-9518

Year of publication: 2021

Volume: 27

Issue: 3

Pages: 120-138

Type: Article

More publications in: Revista de ciencias sociales

Abstract

In recent years, tourist destinations are adding social media to their traditional marketing practices. The objective of this study is to analyze the antecedents of the uses and rewards derived from participation in Facebook and its attitudinal and behavioral effects on the tourist consumer. The model of this research presents two types of antecedents of uses and rewards: Linked to personality (altruism and sociability) and related to individual-technology interaction (social identity and social presence). Among the consequences of the uses and rewards, the interaction with the social network (stickiness and like), the attitude towards a tourist destination and the intention to visit it are analyzed. Information was collected through an online questionnaire, with convenience sampling, with a sample of 190 Ecuadorian participants residing in Europe. The results show that the dimensions of the uses and rewards of Facebook participation that are most closely related to their antecedents (altruism, sociability, social identity and social presence), are the search for company and the creation of relationships. It is concluded that the uses and gratifications of Facebook positively influence the attitude towards the destination and intention to visit it.

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