The Moderating Effect of Social Media Usage on the Relationship between the Perceived Value of the Websites and Motivational Factors on Sustainable Travel Agents

As sustainable tourism gains increasing attention, understanding the factors that influence travelers' motivation to engage with sustainable travel agents becomes crucial. This study investigates the moderating effect of social media usage on the relationship between the perceived value of websites and motivational factors for sustainable travel agents. The study proposes that social media usage acts as a moderator in shaping the relationship between the perceived value of websites and motivational factors. This study has utilized smart tourism. Therefore, independent variable motivation in terms of informativeness gratification and gratification acted as moderating variables. This study has utilized an online questionnaire adapted from a standardized questionnaire based on the literature review. Moreover, a total of 146 managers were surveyed in which they were required to respond to 55 items that elicited the 7 variables social media use, Propensity, perceived website value, motivating factors, entertainment gratification, informativeness gratification, sustainable smart tourism. The data were analyzed by SPSS and PLS-SEM. The findings indicated that relevance and importance of social media use and sustainable smart tourism. The result revealed that 7 hypotheses had a significant relationship. 3 hypotheses did not show a moderating effect. Overall, this study extends the understanding of sustainable smart tourism. These findings will benefit travel agents’ managers in Malaysia to better understand the role of social media use and utilize it towards developing sustainable sustainable smart tourism.