Social media picture posting and souvenir purchasing behavior: Some initial findings |
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| Institution: | 1. Department of Hospitality and Tourism Management, 362 Wallace Hall (0429), Virginia Tech, Blacksburg, VA 24061, USA;2. Department of Hospitality and Tourism Management, 355 Wallace Hall, Virginia Tech, Blacksburg, VA 24061, USA;3. Department of Marketing & Supply Chain Management, East Carolina University, 3406 Bate Building, Greenville, NC 27858, USA;1. Department of Human Resource Management, Huaqiao University, Quanzhou, China;2. Department of Business Management, National Sun Yat-Sen University, Kaohsiung, Taiwan;3. College of Management, National Sun Yat-Sen University, Kaohsiung, Taiwan;4. Graduate Institute of Global Business and Strategy, National Taiwan Normal University, 31 Shida Rd., Daan Dist., Taipei City, 10645, Taiwan;1. Danang College of Economics-Planning, 143 Nguyen Luong Bang, Danang City, Viet Nam;2. Department of Tourism and Hospitality Management, The University of Waikato Management School, Private Bag 3105, Hamilton 3240, New Zealand;1. Department of Tourism, Recreation and Sport Management, College of Health and Human Performance, University of Florida, 206J Florida Gym, Gainesville, FL32611, USA;2. Department of Tourism, Recreation and Sport Management, University of Florida, USA |
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| Abstract: | Almost one-half of pleasure travelers post travel pictures on social networking sites (Lo, McKercher, Lo, Cheung, & Law, 2011). Hence, this research explores whether travelers who post pictures on a social media site(s) of their trip otherwise known as ‘trip picture posters’ (TPPs) have different souvenir purchasing behaviors than those who do not engage in trip picture posting (non-TPPs). Findings indicate that TPPs are more apt to use souvenirs as gifts and souvenirs as evidence than non-TPPs. Further TPPs are more prone to purchase local and regional specialty items than non-TPPs. From a theory-building perspective, this study is one of the initial attempts to cross-pollinate the research streams of souvenir purchase behavior and social media usage. From a practical lens, these findings suggest that TPPs should be targeted with specific souvenir promotions. |
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