Online sources of information are a matter of special interest in tourism research. In particular, they are key elements in the formation of destination image. The purpose of this paper is to examine the relationship between online sources of information and destination image and to analyze the mediating role of motivation to co-create in that relationship. A research model was developed, and hypotheses were tested on data collected from 394 usable responses about the World Heritage city of Cuenca (Spain). The results show that online commercial sources have a direct positive impact on the conative, affective and cognitive dimensions of the tourist image, in this order. Additionally, this study supports the view that motivation to co-create mediates the relationship between online information sources and destination image. Finally, motivation to co-create was also found to have a positive and direct impact, in this order, on conative, cognitive and affective image. The main value of our research is that it underlines the essential influence of motivation to co-create in the relationship between online information sources and destination image. This study also provides a critical review of the existing literature by positing a conceptual theoretical framework that links three types of online sources of information (social media sources, online commercial sources and online non-commercial sources) and destination image.

中文翻译：

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旅游行业在线信息来源的好处：共同创造动机的关键作用

在线信息资源是旅游研究中特别感兴趣的一个问题。特别是，它们是目的地形象形成的关键要素。本文的目的是检验在线信息源和目的地形象之间的关系，并分析共同创造动机在这种关系中的中介作用。开发了一个研究模型，并根据从关于世界遗产城市昆卡（西班牙）的 394 个可用回答中收集的数据对假设进行了测试。结果表明，在线商业资源依次对旅游形象的意动、情感和认知维度产生直接的正向影响。此外，这项研究支持共同创造的动机调节在线信息源和目标图像之间关系的观点。最后，共同创造的动机也被发现对意动、认知和情感形象产生积极和直接的影响。我们研究的主要价值在于它强调了共同创造动机在在线信息源和目标图像之间的关系中的重要影响。本研究还通过建立一个概念理论框架，对现有文献进行批判性回顾，该框架将三种类型的在线信息来源（社交媒体来源、在线商业来源和在线非商业来源）和目的地形象联系起来。我们研究的主要价值在于它强调了共同创造动机在在线信息源和目标图像之间的关系中的重要影响。本研究还通过建立一个概念理论框架，对现有文献进行批判性回顾，该框架将三种类型的在线信息来源（社交媒体来源、在线商业来源和在线非商业来源）和目的地形象联系起来。我们研究的主要价值在于它强调了共同创造动机在在线信息源和目标图像之间的关系中的重要影响。本研究还通过建立一个概念理论框架，对现有文献进行批判性回顾，该框架将三种类型的在线信息来源（社交媒体来源、在线商业来源和在线非商业来源）和目的地形象联系起来。