Motivation influencing the mobile social network behavior of domestic tourists visiting Hue

Abstract

The widespread adoption of mobile social networking sites (MSNS) has transformed the way tourists search for information, communicate, and share experiences throughout their journeys. This study aims to identify the motivations driving tourists’ use of MSNS by applying the Uses and Gratifications Theory (UGT) in combination with the habit variable derived from the Extended Unified Theory of Acceptance and Use of Technology (UTAUT2). Survey data were collected from 249 domestic tourists and analyzed using PLS-SEM structural equation modeling. The results show that UGT and habit positively influence MSNS usage. Moreover, habit serves as a mediator in the relationship between those motivations and usage behavior. These findings enrich the theoretical understanding of technology use behavior in tourism and offer important practical implications for destination managers and businesses in designing and optimizing their MSNS communication strategies.