Motivations for Sharing Tourism Experiences through Social Media

Ana Maria Munar, Jens Kr. Steen Jacobsen

    Research output: Contribution to journalJournal articleResearchpeer-review

    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.
    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.
    LanguageEnglish
    JournalTourism Management
    Volume43
    Pages46-54
    ISSN0261-5177
    DOIs
    StatePublished - Aug 2014

    Keywords

      Cite this

      @article{5c6bb3ce63884747b039155ae46827be,
      title = "Motivations for Sharing Tourism Experiences through Social Media",
      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.",
      keywords = "Social media , Motivation, Experience sharing, User-generated content, Electronic word-of-mouth",
      author = "Munar, {Ana Maria} and Jacobsen, {Jens Kr. Steen}",
      year = "2014",
      month = "8",
      doi = "10.1016/j.tourman.2014.01.012",
      language = "English",
      volume = "43",
      pages = "46--54",
      journal = "Tourism Management",
      issn = "0261-5177",
      publisher = "Pergamon Press",

      }

      Motivations for Sharing Tourism Experiences through Social Media. / Munar, Ana Maria; Jacobsen, Jens Kr. Steen.

      In: Tourism Management, Vol. 43, 08.2014, p. 46-54.

      Research output: Contribution to journalJournal articleResearchpeer-review

      TY - JOUR

      T1 - Motivations for Sharing Tourism Experiences through Social Media

      AU - Munar,Ana Maria

      AU - Jacobsen,Jens Kr. Steen

      PY - 2014/8

      Y1 - 2014/8

      N2 - 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.

      AB - 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.

      KW - Social media

      KW - Motivation

      KW - Experience sharing

      KW - User-generated content

      KW - Electronic word-of-mouth

      U2 - 10.1016/j.tourman.2014.01.012

      DO - 10.1016/j.tourman.2014.01.012

      M3 - Journal article

      VL - 43

      SP - 46

      EP - 54

      JO - Tourism Management

      T2 - Tourism Management

      JF - Tourism Management

      SN - 0261-5177

      ER -