Antecedentes del uso de los medios sociales por el turistamotivación, oportunidad y capacidad

  1. Gutiérrez Taño, Desiderio 1
  2. Bulchand Gidumal, Jacques 2
  3. Díaz Armas, Ricardo Jesús 1
  4. Parra-López, Eduardo 1
  1. 1 Universidad de La Laguna

    Universidad de La Laguna

    San Cristobal de La Laguna, España


  2. 2 Universidad de Las Palmas de Gran Canaria

    Universidad de Las Palmas de Gran Canaria

    Las Palmas de Gran Canaria, España


Cuadernos de turismo

ISSN: 1139-7861

Datum der Publikation: 2013

Nummer: 31

Seiten: 153-173

Art: Artikel

Andere Publikationen in: Cuadernos de turismo


This work uses the MOA model to explain to what level motivation, opportunity and ability of users are factors determining the intentions to use social media when organizing and taking vacation trips. The conclusions of the study reveal that the intentions to use social media are directly influenced by the motivation and ability of users; however, the opportunity does not significantly affect the predisposition to use such technologies. In turn, functional and hedonic benefits have an influence on motivations, while social benefits do not.

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