Motivations for sharing tourism experiences through social media |
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| Institution: | 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. College of Business Administration, The University of Texas-Pan American, 1201 W. University Blvd., Edinburg, TX 78539, USA;2. College of Human Ecology, East Carolina University, RW-246 Rivers Building, Greenville, NC 27858, USA;1. College of Hotel and Tourism Management, Kyung Hee University, 26 Kyungheedae-ro, Dongdaemun-gu, Seoul, 02447, Republic of Korea;2. Faculty of Tourism, Eastern Mediterranean University, Gazimagusa, TRNC, Via Mersin 10, 99628, Turkey;1. Adelaide Business School, The University of Adelaide, Nexus 10 Building, 10 Pulteney Street, Adelaide, Australia;2. University of Auckland New Zealand, Department of Marketing, Owen G Glenn Building, 12 Grafton Road, Auckland, New Zealand;1. Shanghai Institute of Tourism, Shanghai Normal University, PR China;2. School of Communication and Arts, Shanghai University of Sport, PR China;3. William F. Harrah College of Hospitality at the University of Nevada Las Vegas, USA;1. University of Macau, Macau;2. Hong Kong Polytechnic University, Hong Kong;1. Department of Hospitality and Tourism Management, Pamplin College of Business, Virginia Tech, Blacksburg, VA 24061, USA;2. Department of Business Information Technology, Pamplin College of Business, Virginia Tech, Blacksburg, VA 24061, USA;3. Department of Computer Science, Virginia Tech, Blacksburg, VA 24061, USA;4. Center for Business Intelligence & Analytics, Department of Accounting and Information Systems, Pamplin College of Business, Virginia Tech, Blacksburg, VA 24061, USA |
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| Abstract: | Social media are increasingly relevant as part of tourism practices affecting destinations and businesses. Based on a destination-specific survey, this study charts and explores summer holidaymakers' motivations for social media contributions and their willingness to share content through various social media. The findings in relation to the much-visited destination of Mallorca offer an understanding of the adoption of tourist social media in technologically-advanced markets with high levels of ICT use. The results provide insights into such motivational factors as personal and community-related benefits as well as the social capital that influences a sharing of user-generated content. The study reveals a dominance of visual content, along with the relevance of altruistic and community-related motivations and motivational differences between types of content creators. Sharing practices through social media appear as valuable articulations of sociability and emotional support, while having lesser relevance as information sources for holiday decision-making. The paper additionally shows the extent to which old and new technologies overlap and complement each other. |
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| Keywords: | Social media Electronic word-of-mouth User-generated content Experience sharing Motivation |
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