ORIGINAL RESEARCH article
Front. Mar. Sci.
Sec. Marine Affairs and Policy
Volume 12 - 2025 | doi: 10.3389/fmars.2025.1629706
This article is part of the Research TopicChallenges and Solutions in Forecasting and Decision-Making in Marine Economy and Management, Volume IIView all 9 articles
Predicting Marine Tourism Intention through Information Processing: An Ability-Motivation-Opportunity Framework
Provisionally accepted
- 1Zhejiang Technical Institute of Economics, Hangzhou, China
- 2Shenzhen University of Advanced Technology, Shenzhen, China
- 3The University of Nottingham Ningbo (China), Ningbo, China
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As a crucial component of marine economy, marine tourism creates opportunities for employment in traditional marine industries and contributes to the sustainable development of marine economy. As such, it is imperative to advance a nuanced understanding of drivers and enablers of individuals' travel in marine tourism. Grounded in the ability-motivation-opportunity framework, our research explores how tourism information quality of marine tourism explains individuals' travel intention toward marine tourism. By accounting for travel motivation and information literacy, we offer a holistic picture of under what conditions tourism information quality promote individuals' travel intention in the context of marine tourism. To test our study model, we follow a survey research design and rely on 268 participants' data. Our results show that tourism information quality of marine tourism is positively related to individuals' travel intention toward marine tourism. However, only information skills positively moderate the positive relationship between tourism information quality and individuals' travel intention. Nevertheless, our understanding of individuals' travel intention towards marine tourism could provide practical implications for social media platforms and prospective tourists. The formulation and implementation of policies in the marine tourism industry can be inspired by our findings as well.
Keywords: Marine tourism, Tourism information quality, travel motivation, Information Literacy, travel intention
Received: 16 May 2025; Accepted: 01 Aug 2025.
Copyright: © 2025 Zhuge, Jiao, Tong and Yu. This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) or licensor are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.
* Correspondence: Hao Tong, The University of Nottingham Ningbo (China), Ningbo, China
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