Antecedentes del uso de los medios sociales por el turistamotivación, oportunidad y capacidad
- Gutiérrez Taño, Desiderio 1
- Bulchand Gidumal, Jacques 2
- Díaz Armas, Ricardo Jesús 1
- Parra-López, Eduardo 1
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1
Universidad de La Laguna
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2
Universidad de Las Palmas de Gran Canaria
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Universidad de Las Palmas de Gran Canaria
Las Palmas de Gran Canaria, España
ISSN: 1139-7861
Año de publicación: 2013
Número: 31
Páginas: 153-173
Tipo: Artículo
Otras publicaciones en: Cuadernos de turismo
Resumen
El presente trabajo utiliza el modelo MOA para analizar en qué medida la motivación, la oportunidad y la capacidad de los usuarios son factores determinantes de las intenciones de uso de medios sociales en la organización y desarrollo de viajes turísticos. Las conclusiones del estudio revelan que las intenciones de uso de los medios sociales se ven afectadas por la motivación y las capacidades de los usuarios y, sin embargo, no se ven influenciadas por la oportunidad. A su vez, en las motivaciones influyen los beneficios funcionales y hedónicos, pero no los sociales.
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