Efectos de los usos y gratificaciones de Facebook en la elección de destinos turísticos
Palabras clave:
Presencia social, usos y gratificaciones, Facebook, turismo, Ecuador
Resumen
En los últimos años, los destinos turísticos están agregando las redes sociales a sus prácticas tradicionales de marketing. El objetivo de este estudio es analizar los antecedentes de los usos y gratificaciones derivados de la participación en Facebook y sus efectos actitudinales y comportamentales en el consumidor turístico. El modelo de esta investigación presenta dos tipos de antecedentes de los usos y gratificaciones: Vinculados a la personalidad (altruismo y sociabilidad) y afines a la interacción individuo-tecnología (identidad social y presencia social). Entre las consecuencias de los usos y gratificaciones se analiza la interacción con la red social (stickiness y like), la actitud hacia un destino turístico y la intención de visitarlo. La recogida de información se hizo mediante un cuestionario online, con muestreo de conveniencia, con una muestra de 190 participantes ecuatorianos residentes en Europa. Los resultados muestran que las dimensiones de los usos y gratificaciones de la participación de Facebook que tienen mayor relación con sus antecedentes (altruismo, sociabilidad, identidad social y presencia social), son la búsqueda de compañía y la creación de relaciones. Se concluye, que los usos y gratificaciones de Facebook influyen de forma positiva en la actitud hacia el destino e intención de visitarlo.
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Cheung, C. M. K., y Lee, M. K. O. (2010). A theoretical model of intentional social action in online social networks. Decision Support Systems, 49(1), 24-30. https://doi.org/10.1016/j.dss.2009.12.006
Choi, E-K., Fowler, D., Goh, B., y Yuan, J. (2016). Social media marketing: Applying the uses and gratifications theory in the hotel industry. Journal of Hospitality Marketing y Management, 25(7), 771-796. https://doi.org/10.1080/19368623.2016.1100102
Chung, N., Nam, K., y Koo, C. (2016). Examining information sharing in social networking communities: applying theories of social capital and attachment. Telematics and Informatics, 33(1), 77-91. https://doi.org/10.1016/j.tele.2015.05.005
Constantiou, I., Marton, A., y Tuunainen, V. K. (2017). Four models of sharing economy platforms. MIS Quarterly Executive, 16(4), 231-251.
Cronbach, L. J. (1951). Coefficient alpha and the internal structure of tests. Psychometrika, 16, 297-334.
De Oliveira, M. J., Zuniga, M. K., y Lin, Z. (2016). Factors driving young users’ engagement with Facebook: Evidence from Brazil. Computers in Human Behavior, 54, 54-61. https://doi.org/10.1016/j.chb.2015.07.038
Dhir, A., Khalil, A., Lonka, K., y Tsai, C-C. (2017). Do educational affordances and gratifications drive intensive Facebook use among adolescents? Computers in Human Behavior, 68, 40-50. https://doi.org/10.1016/j.chb.2016.11.014
Doral, F., Rodríguez, I., y Meseguer, A. (2018). Modelos de ecuaciones estructurales en investigaciones de ciencias sociales: Experiencia de uso en Facebook. Revista de Ciencias Sociales (Ve), XXIV(1), 22-40. https://doi.org/10.31876/rcs.v24i1.24925
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Fornell, C., y Larcker, D. F. (1981). Evaluating structural equations models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50. https://doi.org/10.1177/002224378101800104
Gao, Q., y Feng, C. (2016). Branding with social media: User gratifications, usage patterns, and brand message content strategies. Computers in Human Behavior, 63, 868-890. https://doi.org/10.1016/j.chb.2016.06.022
Hair, J. F., Black, W. C., Bavin, B. J., y Anderson, R. E. (1998). Multivariate data analysis. Prentice hall.
Hew, J-J., Leong, L-Y., Tan, G. W-H., Lee, V-H., y Ooi, K-B. (2018). Mobile social tourism shopping: A dual-stage analysis of a multi-mediation model. Tourism Management, 66, 121-139. https://doi.org/10.1016/j.tourman.2017.10.005
Ho, C-T. B., y Gebsombut, N. (2019). Communication factors affecting tourist adoption of social network sites. Sustainability, 11(15), 4198. https://doi.org/10.3390/su11154198
Ho, J. Y., y Dempsey, M. (2010). Viral marketing: Motivations to forward online content. Journal of Business Research, 63(9-10), 1000-1006. https://doi.org/10.1016/j.jbusres.2008.08.010
Ho, K. K. W., y See-To, E. W. K. (2018). The impact of the uses and gratifications of tourist attraction fan page. Internet Research, 28(3), 587-603. https://doi.org/10.1108/IntR-04-2017-0175
Hollenbaugh, E. E., y Ferris, A. L. (2014). Facebook self-disclosure: Examining the role of traits, social cohesion, and motives. Computers in Human Behavior, 30, 50-58. https://doi.org/10.1016/j.chb.2013.07.055
Holton, A. E., Baek, K., Coddington, M., y Yaschur, C. (2014). Seeking and sharing: Motivations for linking on Twitter. Communication Research Reports, 31(1), 33-40. https://doi.org/10.1080/08824096.2013.843165
Hsu, C-L., y Lin, J. C-C. (2008). Acceptance of blog usage: The roles of technology acceptance, social influence and knowledge sharing motivation. Information y Management, 45(1), 65-74. https://doi.org/10.1016/j.im.2007.11.001
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Hur, K., Kim, T. T., Karatepe, O. M., y Lee, G. (2017). An exploration of the factors influencing social media continuance usage and information sharing intentions among Korean travellers. Tourism Management, 63, 170-178. https://doi.org/10.1016/j.tourman.2017.06.013
Kim, M. J., Lee, C-K., y Contractor, N. S. (2019). Seniors’ usage of mobile social network sites: Applying theories of innovation diffusion and uses and gratifications. Computers in Human Behavior journal, 90, 60-73. https://doi.org/10.1016/j.chb.2018.08.046
Kim, M., y Kim, J. (2020). The influence of authenticity of online reviews on trust formation among travelers. Journal of Travel Research, 59(5), 763-776. https://doi.org/10.1177/0047287519868307
Lee, D., Yejean, J., Kim, J., Kim, J., y Moon, J. (2011). Understanding music sharing behaviour on social network services. Online Information Review, 35(5), 716-733. https://doi.org/10.1108/14684521111176462
Lee, J. (2017). Social capital expectation and usage of social media: the moderating role of social capital susceptibility. Behaviour y Information Technology, 36(10), 1067-1080. https://doi.org/10.1080/0144929X.2017.1344730
Lee, K-H., y Hyun, S. S. (2018). The effects of tourists’ knowledge-sharing motivation on online tourist community loyalty: The moderating role of ambient stimuli. Current Issues in Tourism, 21(13), 1521-1546. https://doi.org/10.1080/13683500.2016.1145197
Lee, M. R., Yen, D. C., y Hsiao, C. Y. (2014). Understanding the perceived community value of Facebook users. Computers in Human Behavior, 35, 350-358. https://doi.org/10.1016/j.chb.2014.03.018
Lee, S. A., y Oh, H. (2017). Sharing travel stories and behavioral outcomes: A case of travel. Tourism Management, 62, 147-158. https://doi.org/10.1016/j.tourman.2017.04.005
Lee, S-Y., Hansen, S. S., y Lee, J. K. (2016). What makes us click “like” on Facebook? Examining psychological, technological, and motivational factors on virtual endorsement. Computer Communications, 73(Part B), 332-341. https://doi.org/10.1016/j.comcom.2015.08.002
Lin, J. C-C. (2007). Online stickiness: its antecedents and effect on purchasing intention. Behaviour & Information Technology, 26(6), 507-516. https://doi.org/10.1080/01449290600740843
Liu, Z., y Park, S. (2015). What makes a useful online review? Implication for travel product websites. Tourism Management, 47, 140-151. https://doi.org/10.1016/j.tourman.2014.09.020
Loor, L., Plaza, N., y Medina, Z. (2021). Turismo comunitario en Ecuador: Apuntes en tiempos de pandemia. Revista de Ciencias Sociales (Ve), XXVII(1), 265-277. https://doi.org/10.31876/rcs.v27i1.35312
Ma, W. W. K., y Chan, A. (2014). Knowledge sharing and social media: Altruism, perceived online attachment motivation, and perceived online relationship commitment. Computers in Human Behavior, 39, 51-58 https://doi.org/10.1016/j.chb.2014.06.015
Ma, W. W. K., y Yuen, A. H. K. (2011). Understanding online knowledge sharing: An interpersonal relationship perspective. Computers & Education, 56(1), 210-219. https://doi.org/10.1016/j.compedu.2010.08.004
Malik, A., Dhir, A., y Nieminen, M. (2016). Uses and gratifications of digital photo sharing on Facebook. Telematics and Informatics, 33(1), 129e138. https://doi.org/10.1016/j.tele.2015.06.009
McQuail, D. (1994). The rise of media of mass communication. In D.McQuail (Ed.), Mass communication theory: An introduction (pp. 1-29). Sage Publications Ltd.
Narangajavana, Y., Callarisa, L. J., Moliner, M. A., Rodriguez, R. M., y Sánchez, J. (2019). User-generated content sources in social media: A new approach to explore tourist satisfaction. Journal of Travel Research, 58(2), 253-265. https://doi.org/10.1177/0047287517746014
Navarro, F., Almaguer, R., Moreno, F., y Hernández, N. P. (2020). Estrategias comunicacionales en el sector turismo. Revista de Ciencias Sociales (Ve), XXVI(1), 77-90. https://doi.org/10.31876/rcs.v26i1.31312
Oliveira, T., Araujo, B., y Tam, C. (2020). Why do people share their travel experiences on social media? Tourism Management, 78, 104041. https://doi.org/10.1016/j.tourman.2019.104041
Papacharissi, Z., y Mendelson, A. (2011). Toward a new(er) sociability: Uses, gratifications and social capital on Facebook. En S. Papathanassopoulos (Ed.), Media perspectives for the 21st century (pp. 212–230). Routledge.
Paraskevaidis, P., y Andriotis, K. (2017). Altruism in tourism: Social exchange theory vs altruistic surplus phenomenon in host volunteering. Annals of Tourism Research, 62, 26-37. https://doi.org/10.1016/j.annals.2016.11.002
Parmelee, J. H., y Roman, N. (2019). Insta-Politicos: Motivations for following political leaders on Instagram. Social Media + Society, 5(2). https://doi.org/10.1177/2056305119837662
Parra-López, E., Bulchand-Gidumal, J., Gutiérrez-Taño, D., y Díaz-Armas, R. (2011). Intentions to use social media in organizing and taking vacation trips. Computers in Human Behavior, 27(2), 640-654. https://doi.org/10.1016/j.chb.2010.05.022
Plume, C. J., y Slade, E. L. (2018). Sharing of sponsored advertisements on social media: A uses and gratifications perspective. Information Systems Frontiers, 20(3), 471-483. https://doi.org/10.1007/s10796-017-9821-8
Quinn, K. (2016). Contextual social capital: Linking the contexts of social media use to its outcomes. Information, Communication y Society, 19(5), 582-600. https://doi.org/10.1080/1369118X.2016.1139613
Ringle, C. M., Wende, S., y Becker, J. M. (2014). Smartpls 3.0. University of Hamburg.
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Publicado
2021-09-24
Cómo citar
Chávez-Santana, L., Ruiz-Mafé, C., & Curras-Pérez, R. (2021). Efectos de los usos y gratificaciones de Facebook en la elección de destinos turísticos. Revista De Ciencias Sociales, 27(3), 120-138. https://doi.org/10.31876/rcs.v27i3.36760
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