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Why do people share their travel experiences on social media?
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Orientador(es)
Resumo(s)
Tourism practices are being increasingly affected by social media and recommendations from trusted friends are undoubtedly major influencers in travel decision making. Thus, it is quite interesting to explore the role of social media in a travelling context. It is also crucial to understand why there are people who do not share their experiences, usually known as lurkers. Allied to this, social influence theory and its three constructs – identification, internalization and compliance, have played a critical role in this study, as well as the users’ personality. Based on 381 responses, findings revealed two dominant reasons: first, perceived enjoyment was the most important motive to explain why travellers share their travel experiences on online networks and travel websites. Second, security and privacy issues are at the top of lurking reasons. This study extends the existing literature by combining all online behaviours into one single model. Suggestions for further researches were given.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing Intelligence
Palavras-chave
Partilha de experiências de viagem Redes sociais Turismo Teoria da influência social