Benefits of Online Sources of Information in the Tourism Sector: The Key Role of Motivation to Co-Create

Abstract

Online sources of information are a matter of special interest in tourism research. In particular, they are key elements in the formation of destination image. The purpose of this paper is to examine the relationship between online sources of information and destination image and to analyze the mediating role of motivation to co-create in that relationship. A research model was developed, and hypotheses were tested on data collected from 394 usable responses about the World Heritage city of Cuenca (Spain). The results show that online commercial sources have a direct positive impact on the conative, affective and cognitive dimensions of the tourist image, in this order. Additionally, this study supports the view that motivation to co-create mediates the relationship between online information sources and destination image. Finally, motivation to co-create was also found to have a positive and direct impact, in this order, on conative, cognitive and affective image. The main value of our research is that it underlines the essential influence of motivation to co-create in the relationship between online information sources and destination image. This study also provides a critical review of the existing literature by positing a conceptual theoretical framework that links three types of online sources of information (social media sources, online commercial sources and online non-commercial sources) and destination image.

Influencer: Sumber Daya Promosi yang Ramah Wisatawan Milenial

“…Sumber informasi online sebagai agen pembentuk citra tujuan destinasi (Garcia-Haro et al, 2021). Informasi yang diberikan media sosial harus nyata dan sesuai dengan apa yang ditawarkan, sehingga dapat menjamin kembalinya pelanggan (Hoyos-Estrada & Sastoque-Gómez, 2020).…”

Smart ‘Tourist Cities’ Revisited: Culture-Led Urban Sustainability and the Global Real Estate Market

“…In particular, according to recent studies, smart tourist destinations simply integrate information and communication technologies to speed up the creation and production of tourism-related operations [53]. In other words, they engage with the tourists to co-create value, leisure, and experiences using the technologies already accessible [54]. Connecting local stakeholders through a centralized channel/platform, in order to ensure community engagement, is crucial for bringing a smart interface to tourism destinations [55].…”

“…This involves the use of technologies such as big data analytics, the Internet of Things (IoT), and mobile applications to gather and process information about tourist behavior, preferences, and patterns. These technologies can be used to enhance the tourist experience by providing more targeted and personalized recommendations for activities, events, and services [54]. At the same time, they can also be adopted to improve the intrinsic sustainability of the tourism sector by reducing the environmental impact of tourist activities, such as energy consumption and waste generation [95,114].…”

Virtual Journeys, Real Engagement: Analyzing User Experience in a Virtual Traveling Social Platform

“…Online sources, particularly social media, significantly influence users' motivation to co-create, which in turn impacts the destination image. Notably, social media recommendations, especially from family and friends, emerged as the most influential motivators for co-creation, as well as the promotion of lesser-known destinations [13].…”