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

Año de publicación: 2013

Número: 31

Páginas: 153-173

Tipo: Artículo

Otras publicaciones en: Cuadernos de turismo


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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