Assessing the influence of social media on tourists’ motivations and image formation of a destination

Abstract

Purpose – The purpose of this study is to analyse how tourists form the cognitive, affective and unique images of a tourism destination, taking into account that: travellers use user-generated content (UGC) as one of the more important sources of information about the destination, sources of information influence on travellers’ motivation to visit some destination and motivations influence on the dimensions of the destination image. Design/methodology/approach – Taking into account the works of Beerli and Martin (2004), Seabra et al. (2007) and Qu et al. (2011), this paper proposes an integrative model that shows how different types of information sources influence on individuals’ motivations, as well as the different dimensions of the image of the tourist destination are influenced by tourists’ motivations. Moreover, the design and validation of new scales of measures, adapted to the new tourist profile 2.0, is proposed. The model is empirical tested by analysis of 541 national and international tourists, as well as residents in Mallorca: data were analysed using a structural equations model. Findings – The results confirm the strength and robustness of the constructed theoretical model, and contrasting the assumptions made in the work. Likewise, also confirms the validity and adequacy of the proposed new scales of measurement to the current reality of the tourism sector. The principal conclusions obtained are: motivations for visiting a place are influenced by information sources consulted by tourists, among which social media can be included; cognitive image is influenced by travellers’ motivations; and affective image is influenced by cognitive one. From these results, some managerial recommendations are suggested. Research limitations/implications – The present study offers important contributions for both researchers and managers in the field of destination brand image management. At theoretical level, the work provides a deep review of the literature, that has permitted the construction of a strong and robust theoretical model, as well as the design and validation of new measurement tools. Both are designed from the rigour and precision that provides scientific research, allowing the understanding and analysis of the current situation of the tourism sector. On the other hand, the work has important implications on a practical level, providing strategic management and travellers destination marketing organization stakeholders. Originality/value – This study constitutes an initial, but also newness approach to this line of research. The construction of a theoretical model that: contemplates UGC as information source, and considers the direct and moderating relationships between different variables such as information sources, motivations and the various dimensions of the image.

The Impact of Social Media on Customers’ Loyalty toward Hotels in Jordan

“…Tsimonis and Dimitriadis,(2014) investigated the interaction between the company and its customers and its impact on strengthen communication with them, and found that interaction shall help in acquiring, retaining customers, enhancing customer engagement, promoting services and creating brand equity. Riera et al, (2015) indicated in his study that social media include two aspects. The first one is the cognitive image (i.e.…”

The Influence of Social Media on the Domestic Tourist's Travel Motivation Case Study: Kota Tua Jakarta, Indonesia

“…Currently, traveller reviews, photos, videos (microfilms), stories and recommendations, online marketing can bring destinations closer to their potential tourists. As a result, social media is often the main determining factor for tourists in making travel decisions or called "travel-related social media" (TSM) [15,16,17,1,18,14,4]. Even so, factors such as experience, nationality, and cultural background, is still believed as the driving factor of a social media user [16].…”

“…Hence, social media may help a destination in showing a creative, communicative and interactive content. [12,17] Also, destinations are also required to be able to create tourist experiences and perceptions, or shape the image of tourist destinations, to have a multiplier impact on publications and influence other potential tourists [17].…”

The Effect of Tourists' Motivations on Cognitive, Affective, and Unique Image of Bali

“…Therefore, can be concluded that unique image will significantly influence affective image. However, even though Llodra-Riere, et al (2015) on its study proposed the hypothesis related unique image could influence affective image, the result is unique image did not positively influence the formation of affective image. The result is in contrast with some previous research conducted by Qu et al (2011) which indicate that unique image is positively influenced the overall image that consist of cognitive image and affective image.…”

“…This caused a gap due to similar research model which consist of cognitive, affective and unique image, but the result of hypothesis is different based from (Llodra-Riere et al, 2015) and (Qu et al, 2011). Llodra-Riere, et al (2015), the indicator of destination image which consists of cognitive, affective and unique image are affecting one to another. Affective image is the image created in tourist mind by the feeling arouse from place, environment and the people.…”