Why do people share their travel experiences on social media? |
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| Institution: | 1. Department of Management, University of Mauritius, Reduit, Mauritius;2. School of Tourism and Hospitality, University of Johannesburg, South Africa;3. Griffith Institute for Tourism, Griffith University, Gold Coast, Australia;4. Copenhagen Business School, University of Copenhagen, Denmark;5. Statistical Cybermetrics Research Group, University of Wolverhampton, Wolverhampton, UK;6. Department of Business Administration and Textile Management, University of Borås, Sweden;1. Department of International Economics and Management, Copenhagen Business School, Porcelænshaven 24B 3.54, DK 2000 Frederiksberg, Denmark;2. Norwegian School of Hotel Management, University of Stavanger, NO 4036 Stavanger, Norway;1. Department of Marketing, Florida Atlantic University, Boca Raton, FL, USA;2. Missouri State University, Springfield, MO, USA;3. Rosen College of Hospitality Management, University of Central Florida, Orlando, FL, USA;4. College of Economics & Political Science at Sultan Qaboos University, Oman |
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| Abstract: | Tourism practices and destination decisions are more and more affected by the opinions of trusted friends channeled through social media, and it is therefore of great interest to explore the role that this plays in the travel context. It is also valuable to understand the behaviour of people commonly known as “lurkers”, who travel but do not share their experiences with others. We draw on social influence theory and its three constructs – identification, internalization, and compliance, as well as the users’ personality, to investigate these issues. Based on 381 responses, findings reveal two dominant reasons: first, perceived enjoyment was the most important motive for travellers to share their travel experiences on online networks and travel websites. Second, security and privacy issues are the top latent reasons. This study extends the tourism literature by combining all online behaviours into one single model. We also provide suggestions for further research. |
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| Keywords: | Sharing travel experiences Social media Tourism Social influence theory |
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