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Publicação
Factors influencing independent travelers’ intention to share tourism accommodation experience on social media
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Orientador(es)
Resumo(s)
The proliferation of user-generated content (UGC) has significantly transformed the tourism landscape, making the comprehension of why independent tourists share their accommodation experiences on social media a critical area of inquiry for both academic researchers and industry practitioners. This study aims to explore the psychological and contextual drivers behind such sharing intentions by integrating the Theory of Planned Behavior and Self-Determination Theory into a dual-path conceptual model. Using a quantitative approach, data were collected through an online survey targeting independent travelers and analyzed via structural equation modeling. The findings demonstrate that sharing intentions are significantly and positively influenced by subjective norms (SN), perceived behavioral control (PBC), altruism (ALT) and economic rewards (ER). However, a general attitude (ATT) towards sharing did not emerge as a significant direct predictor. Furthermore, the study investigated the moderating roles of demographic variables. Age was found to significantly moderate the impact of subjective norms, indicating that younger travelers are more susceptible to social influence regarding sharing. Gender moderation effects were non-significant. The results of the study will not only help to develop a two-path model (integrating TPB and SDT) for explaining the willingness of independent travelers to share their travel accommodation experiences on social media but also provide practical
guidelines for hospitality and tourism marketers to help them enhance UGC on social media platforms.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Marketing Intelligence
Palavras-chave
Social media sharing Tourism accommodation Independent travelers Theory of Planned Behavior (TPB) Self-Determination Theory (SDT) SDG 8 - Decent work and economic growth SDG 9 - Industry, innovation and infrastructure SDG 11 - Sustainable cities and communities SDG 12 - Responsible production and consumption SDG 17 - Partnerships for the goals