What drives the tourist Daka? An empirical study based on the perspective of dual motivation

ABSTRACT

Tourist Daka, a recording behaviour displaying individuals’ tourism in virtual spaces, has become a major manifestation of travel experiences in modern social media. Through a dual motivation lens, this study investigated the relationship between Daka destination features, dual Daka motivations (i.e. intrinsic motivation, extrinsic motivation), and Daka intention to develop a model that outlines the influencing mechanism driving the occurrence of tourist Daka. The results demonstrated that: (1) Daka destination features evoke different Daka motivations; (2) intrinsic motivation triggers an individual’s emotions on Daka destination and affects their Daka intention, while extrinsic motivation only evokes their emotions on Daka destination; and further (3) individual’s tourism involvement plays a moderating role in the influencing path. This study provides theoretical data regarding studies of tourist behaviour and practical guidance for the development of novel tourism models.

KEYWORDS:

• Tourist Daka
• Daka destination features
• Daka motivation
• Daka intention
• Tourism involvement

Disclosure statement

No potential conflict of interest was reported by the author(s).

Author contributions

All authors conceived and conducted the studies, analyzed the data, wrote the manuscript, and approved the final version of the manuscript for submission.

Additional information

Funding

This research was supported by the National Natural Science Foundation of China (72062013), the Guangxi Philosophy and Social Science Planning Research Fund (NO.22FGL021), and the Basic Research Ability Improvement Project of Young and Middle-aged Teachers in the Guangxi Universities (2021KY0194).