This study endeavoured to investigate the impacts of motivation on financial contribution intention (FCI) for the hotel customers as well as electronic word-of-mouth (E-WOM) by the mediating roles of perceived risk and customers' trust, and the moderating effects of social consciousness and media coverage in the Middle East and North Africa (MENA) region. We also used a systematic review to deliver a comprehensive overview of crowdfunding in the tourism and hospitality context. Using a sample from a survey of 405 hotel customers in Egypt and Oman. The measurement invariance and multi-group analysis revealed that there is no variance in the measurement models for the different groups being considered. The results revealed that media coverage moderates the mediation of customers' trust between motivation and FCI. The study adopted an integrative framework drawing on the theory of planned behaviour (TPB), risk theory, and trust theory that will be of interest to both academics and practitioners.