How Motivation, Opportunity, and Ability Impact Travelers' Social Media Involvement and Revisit Intention

Xi Yu Leung · Billy Bai

183 citations0/0 files storedJournal of Travel & Tourism Marketing

No readable copy stored yet — this record is metadata only.

No open-access location is known for this record yet.

Literature note Cite in a project Citation map

Digital Marketing and Social Media Diverse Aspects of Tourism Research Media and Digital Communication

Abstract

The study applied the motivation, opportunity, and ability (MOA) theory and the concept of involvement in exploring travelers' behaviors in hotel social media pages. An online survey was conducted using the Facebook and the Twitter pages of a hotel brand as stimuli. The results showed that travelers' motivation and opportunity have positive relationships with their involvement in hotel social media pages, and travelers' social media involvement positively impacts their revisit intention pages. However, travelers' ability was not significantly related to their social media involvement. Interestingly, the relationships among motivation, opportunity, social media involvement, and revisit intention were not different between Facebook and Twitter, suggesting that hotel managers can employ the same marketing strategy in different social media channels.

Paper brief

Loading…

Cite this work

Citation unavailable for this work.

BibTeX RIS CSL-JSON

No public copy is stored for this record, so only the metadata is cited.

Citations in this library

Citation map →

Stored only when both papers are in the corpus — 183 citations exist upstream.

References

2009Users of the world, unite! The challenges and opportunities of Social Media 2025Advances in Consumer Research 1985Measuring the Involvement Construct 1983Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement 2009Role of social media in online travel information search 1983Advances in Consumer Research 1988The Role of Involvement in Attention and Comprehension Processes 2003Managing Knowledge in Organizations: An Integrative Framework and Review of Emerging Themes

Cited by

2021Consumer engagement within retail communication channels: an examination of online brand communities and digital content marketing initiatives 2018Shaping tourists' destination quality perception and loyalty through destination country image: The importance of involvement and perceived value 2015The effect of social capital and altruism on seniors' revisit intention to social network sites for tourism-related purposes 2019Salesperson implementation of sales strategy and its impact on sales performance 2019Consideration of rosy- and blue-side attachment with integrated resort brands

Explore the map →

Papers that cite the same references — the relational fallback while embeddings are still backfilling.

Imported from OpenAlex (CC0) — nothing here is generated.