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Uses and Gratifications Motivations and Their Effects on Attitude and e-Tourist Satisfaction: A Multilevel Approach

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  • Jang-Won Moon

    (School of Hospitality and Tourism Management, University of South Florida, Sarasota, FL 34243, USA)

  • Yuting An

    (Department of Tourism, Hospitality and Event Management, University of Florida, Gainesville, FL 32611, USA)

Abstract

This study employed the Uses and Gratifications Theory to explore the motivations for utilizing a smartphone during trips and satisfactions with travel experience. This study adopted multilevel SEM to explore how U&G motivations affect e-tourist satisfaction when attitude toward smartphone use by tourists serves as a mediator. To this end, data collected from tourists travelling in the US were analyzed using a multilevel approach. The findings are: (1) U&G motivations (social interaction, entertainment, information, and convenience) are determined, (2) valid and reliable scales for all constructs are developed, (3) U&G motivations have a significant effect on tourists’ attitude toward smartphone use, which, in turn, significantly affects e-tourist satisfaction (hedonic, utilitarian, and overall) at the individual level. The results from this study provide practical and theoretical implications for e-tourism communication and tourism marketing.

Suggested Citation

  • Jang-Won Moon & Yuting An, 2022. "Uses and Gratifications Motivations and Their Effects on Attitude and e-Tourist Satisfaction: A Multilevel Approach," Tourism and Hospitality, MDPI, vol. 3(1), pages 1-21, January.
    • Handle: RePEc:gam:jtourh:v:3:y:2022:i:1:p:9-136:d:737950
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    References listed on IDEAS

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    2. Ajzen, Icek, 1991. "The theory of planned behavior," Organizational Behavior and Human Decision Processes, Elsevier, vol. 50(2), pages 179-211, December.
    3. Hausman, Angela V. & Siekpe, Jeffrey Sam, 2009. "The effect of web interface features on consumer online purchase intentions," Journal of Business Research, Elsevier, vol. 62(1), pages 5-13, January.
    4. Cherniece J. Plume & Emma L. Slade, 2018. "Sharing of Sponsored Advertisements on Social Media: A Uses and Gratifications Perspective," Information Systems Frontiers, Springer, vol. 20(3), pages 471-483, June.
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