MODERATING EFFECT OF AGE ON THE ADOPTION OF DIGITAL MARKETING TOOLS AND PLATFORMS IN DOMESTIC LEISURE TRAVEL

Q1 Social Sciences

Geojournal of Tourism and Geosites Pub Date : 2023-12-29 DOI:10.30892/gtg.514spl05-1160

Mavis Chamboko-Mpotaringa, T. Tichaawa

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引用次数: 0

Abstract

Despite many studies exploring the factors that influence the use of technology in tourism, research focusing on the moderating effect of age on the use of digital marketing tools and platforms for domestic leisure travel purposes remains elusive. Using dimensions from the Technology Acceptance Model and motivation as an additional construct, this study examined the moderating effects of age on digital marketing tools and platform adoption. A sample of 401 domestic tourists and a self-administered questionnaire were used for data collection. Regression analysis was used to analyze the relationships between the proposed variables and the moderating effect of age on these relationships. The findings revealed that perceived usefulness and motivation significantly influenced the use of digital marketing tools and platforms, and the effect of motivation was more significant. Tourists’ age played a notable role in contributing to the strength of the relationships. Tourism marketers, managers, business owners, and web developers can use these results as tools to make more effective marketing decisions to promote leisure travel.

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年龄对国内休闲旅游采用数字营销工具和平台的调节作用

尽管有许多研究探讨了影响旅游业使用技术的因素，但有关年龄对国内休闲旅游使用数字营销工具和平台的调节作用的研究仍未见踪影。本研究使用了技术接受模型中的维度，并将动机作为额外的构建，考察了年龄对数字营销工具和平台采用的调节作用。研究采用了 401 名国内游客样本和自填式问卷进行数据收集。采用回归分析法分析了所提出的变量之间的关系以及年龄对这些关系的调节作用。研究结果表明，感知有用性和动机对数字营销工具和平台的使用有显著影响，其中动机的影响更为明显。游客的年龄对这些关系的强度起到了明显的促进作用。旅游营销人员、管理人员、企业主和网络开发人员可以利用这些结果作为工具，做出更有效的营销决策，促进休闲旅游的发展。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Geojournal of Tourism and Geosites Social Sciences-Geography, Planning and Development

CiteScore

3.90

自引率

0.00%

发文量

156

审稿时长

24 weeks

期刊介绍： GeoJournal of Tourism and Geosites is a scientific publication, with an international status. The Journal is issued under the aegis of the University of Oradea, Department of Geography, Tourism and Territorial Planning, Territorial Studies and Analysis Centre (Romania) and the Academy of Physical Education and Sports from Gdańsk, Faculty of Tourism and Recreation (Poland). At the initiative of an international group of specialists, based on an editorial and scientific committee with a wide international coverage, including leading figures in the field, in 2008 was published the first English issue of the GeoJournal of Tourism and Geosites. The printable format (2-3 issues per year) is supported by the on-line version. The journal aims to publish relevant contributions in tourism, geosites and other areas whose analysis is related to these fields, standing out through originality and scientific contribution to the knowledge and development of this area. An important objective is to promote academic and applied research based on interdisciplinarity with a complex local and global approach.