Benefits of Online Sources of Information in the Tourism Sector: The Key Role of Motivation to Co-Create

Journal of Theoretical and Applied Electronic Commerce Research

Ricardo Martinez-Cañas¹  Pablo Ruiz-Palomino¹  Maria Angeles Garcia-Haro²  Maria Pilar Martinez-Ruiz³ 

[1] Department of Business Administration, Faculty of Social Sciences, University of Castilla-La Mancha, 16071 Cuenca, Spain;Department of Economic Analysis, Faculty of Social Sciences, University of Castilla-La Mancha, 45600 Talavera de la Reina, Spain;Marketing Department, Faculty of Economics and Business Administration Sciences, University of Castilla-La Mancha, 02071 Albacete, Spain;

关键词: online commercial sources;    social media;    information sources;    motivation to co-create;    destination image;    PLS-SEM;   

DOI  :  10.3390/jtaer16060115

来源: DOAJ

【 摘 要 】

Online sources of information are a matter of special interest in tourism research. In particular, they are key elements in the formation of destination image. The purpose of this paper is to examine the relationship between online sources of information and destination image and to analyze the mediating role of motivation to co-create in that relationship. A research model was developed, and hypotheses were tested on data collected from 394 usable responses about the World Heritage city of Cuenca (Spain). The results show that online commercial sources have a direct positive impact on the conative, affective and cognitive dimensions of the tourist image, in this order. Additionally, this study supports the view that motivation to co-create mediates the relationship between online information sources and destination image. Finally, motivation to co-create was also found to have a positive and direct impact, in this order, on conative, cognitive and affective image. The main value of our research is that it underlines the essential influence of motivation to co-create in the relationship between online information sources and destination image. This study also provides a critical review of the existing literature by positing a conceptual theoretical framework that links three types of online sources of information (social media sources, online commercial sources and online non-commercial sources) and destination image.

【 授权许可】

Unknown