What Motivates Tourists to Get Involved in Cyberspace? A Comparative Look at Two Countries

Document Type : Research Paper

Authors

1 Department of Business Administration National Central University,Taichung,Taiwan

2 Associate Professor Department of Business Administration Asia University,Taichung,Taiwan

3 Department of Psychology Asia University,Taichung,Taiwan

4 Master's students Department of Business Administration Asia University,Taichung ,Taiwan

Abstract

This paper aimed to test the influences of perceived usefulness on travelers’ willingness to create user-generated content (UGC) through attitudes toward social media, travel planning attitude, and electronic word of mouth, as mediating variables, and compare the proposed model results between two culturally and geographically distinct nations. The research model and the interactions among the constructs were tested and validated through structural equation modeling. Randomly selected qualified responses from Mexican (N=192) and Taiwanese (N=200) participants were analyzed. The comparative analysis of statistical results showed that in Mexico, travel planning attitude does not directly influence travelers’ involvement in UGC. Instead, choosing a travel destination is the reason why Mexicans would generate content. However, in Taiwan the non-significant direct relationship is between electronic word of mouth and user-generated content. Despite the massive social media affect in Taiwan, reading and collecting information online is not the reason for Taiwanese to get involved in providing online content. Research findings assist the destination marketers and tourism stakeholders to identify essential elements that positively motivate and inspire travelers’ intention to share opinions through social media in order to promote or adjust plans and adopt compatible strategies to successfully form and influence travelers’ decision-making behavior.

Keywords

Main Subjects


Article Title [فارسی]

چه چیزی گردشگران را تشویق به مشارکت در فضای مجازی می کند؟ نگاهی تطبیقی به دو کشور

Authors [فارسی]

  • آلاله دادوری 1
  • مسعود مصلح پور 2
  • تینگ-یینگ یانگ 3
  • مارتا ویریدیانا پرز ورگا 4
1 گروه مدیریت بازرگانی، دانشگاه ملی مرکزی ، تایچونگ ،تایوان
2 دانشیار، گروه مدیریت بازرگانی، دانشگاه آسیا ،تایچونگ ، تایوان
3 گروه روانشناسی، دانشگاه آسیا ، تایچونگ ، تایوان
4 دانشجوی کارشناسی ارشد، گروه مدیریت بازرگانی، دانشگاه آسیا ، تایچونگ ، تایوان
Abstract [فارسی]

هدف این مقاله بررسی تاثیرات سودمندی درک شده بر علاقه مندی گردشگران برای ایجاد محتوای تولید شده توسط کاربران (UGC) از طریق بیان دیدگاه ها نسبت به رسانه های اجتماعی، دیدگاه نسبت به برنامه ریزی سفر، و تبلیغ دهان به دهان الکترونیکی به عنوان متغیرهای میانجی بود. هدف دیگر مقاله مقایسه نتایج مدل پیشنهادی بین دو ملت بود که از نظر فرهنگی و جغرافیایی متمایز هستند. مدل تحقیق و تعاملات بین ساختها از طریق مدلسازی معادلات ساختاری مورد آزمون قرار گرفته و تایید شدند. پاسخهای انتخاب شده به شکل تصادفی از میان پاسخ های ارایه شده توسط 192 شرکت کننده مکزیکی و 200 شرکت کننده تایوانی تجزیه و تحلیل شدند.  تحلیل تطبیقی نتایج آماری نشان داد که در مکزیک نگرش نسبت به برنامه ریزی سفر مستقیما روی مشارکت گردشگران در ایجاد محتوای تولید شده توسط کاربران اثر نمی گذارد، بلکه انتخاب یک مقصد گردشگری دلیل تولید این محتوا توسط گردشگران مکزیکی است. با این حال، در تایوان، رابطه مستقیم غیرمعناداری بین تبلیغ دهان به دهان الکترونیکی و محتوای تولید شده توسط کاربران وجود دارد. علی رغم اثر عظیم رسانه های اجتماعی در تایوان، مطالعه و گردآوری اطلاعات آنلاین از نظر تایوانی ها دلیلی برای مشارکت در تولید محتوای آنلاین نیست. یافته های تحقیق به بازاریابان مقصد و ذینفعان گردشگری کمک می کند تا عناصر اساسی را بشناسند که به شکل مثبتی گردشگران را تشویق به اشتراک عقایدشان از طریق رسانه های جمعی می کند. بدین ترتیب، آنها می توانند برنامه هایی را تبلیغ یا تنظیم کرده و راهبردهای مناسبی اتخاذ کنند تا تصمیمات گردشگران را تحت تاثیر قرار داده و شکل دهند.

Keywords [فارسی]

  • سودمندی درک شده
  • نگرش نسبت به رسانه های اجتماعی
  • نگرش به برنامه ریزی سفر
  • تبلیغ دهان به دهان الکترونیک
  • محتوای تولید شده توسط کاربران
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