Moderating effect of social media in shaping ecotourism loyalty: A two-stage-cross-sectional study

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28120%2F24%3A63584538" target="_blank" >RIV/70883521:28120/24:63584538 - isvavai.cz</a>

Result on the web

<a href="https://journals.sagepub.com/doi/epub/10.1177/21582440241247699" target="_blank" >https://journals.sagepub.com/doi/epub/10.1177/21582440241247699</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.1177/21582440241247699" target="_blank" >10.1177/21582440241247699</a>

Result language

angličtina

Original language name

Moderating effect of social media in shaping ecotourism loyalty: A two-stage-cross-sectional study

Original language description

This study aims to evaluate the moderating role of social media influence before and after the trip in Vietnam and Czech Republic. Primary data, gathered during time lag data surveys conducted among international tourists travelling to the Czech Republic and Vietnam, was analyzed with the Structural Equation Modelling (SEM) in R. The findings revealed that social media influence with higher level positively strengthened the connection between tourist motivation and the post trip destination image. Furthermore, social media had a significant moderating effect on the relationship between tourist satisfaction and ecotourism loyalty. However, there are strong differences between the destinations of developed and emerging economies. For Czech Republic, as developed economy, social media influence plays a more important role as a value-expressive mechanism at the post-trip stage whereas for the developing economy of Vietnam, social media plays a more important role as an information source before the trip. This study extends the Expectation Confirmation Theory (ECT) by introducing the moderating effect of social media influence, which first time measures this moderating effect before and after the trip accounting for the dynamic nature of the destination image as an antecedent of ecotourism loyalty. Limitations, theoretical implications, and recommendations for practice and further research are addressed.

Czech name

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Czech description

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Type

J_imp - Article in a specialist periodical, which is included in the Web of Science database

CEP classification

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OECD FORD branch

50204 - Business and management

Project

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Continuities

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Publication year

2024

Confidentiality

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Name of the periodical

SAGE Open

ISSN

2158-2440

e-ISSN

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Volume of the periodical

14

Issue of the periodical within the volume

2

Country of publishing house

US - UNITED STATES

Number of pages

18

Pages from-to

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UT code for WoS article

001217427100001

EID of the result in the Scopus database

2-s2.0-85192796927