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
    info

    Universidad de La Laguna

    San Cristobal de La Laguna, España

    ROR https://ror.org/01r9z8p25

  2. 2 Universidad de Las Palmas de Gran Canaria
    info

    Universidad de Las Palmas de Gran Canaria

    Las Palmas de Gran Canaria, España

    ROR https://ror.org/01teme464

Journal:
Cuadernos de turismo

ISSN: 1139-7861

Year of publication: 2013

Issue: 31

Pages: 153-173

Type: Article

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More publications in: Cuadernos de turismo

Abstract

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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