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ABSTRACT The study applied the motivation, opportunity, and ability (MOA) theory and the concept of involvement in exploring travelers' behaviors in hotel social media pages. An online survey was conducted using the Facebook and the Twitter pages of a hotel brand as stimuli. The results showed that travelers' motivation and opportunity have positive relationships with their involvement in hotel social media pages, and travelers' social media involvement positively impacts their revisit intention pages. However, travelers' ability was not significantly related to their social media involvement. Interestingly, the relationships among motivation, opportunity, social media involvement, and revisit intention were not different between Facebook and Twitter, suggesting that hotel managers can employ the same marketing strategy in different social media channels. Keywords: FacebookinvolvementMOA theoryrevisit intentionsocial mediaTwitter Acknowledgments The authors are grateful to the anonymous reviewers for offering valuable comments on an earlier version of this article. This study was partially supported by the Conrad N. Hilton Foundation. We are also thankful for the partial support by the Caesars Foundation for this research.
Leung et al. (Tue,) studied this question.