Tourist Motivation 2.0: Why do Tourists Contribute to Social Media?

Ana Maria Munar, Jens Kr. Steen Jacobsen

    Research output: Contribution to conferenceConference abstract for conferenceResearchpeer-review

    Abstract

    Electronic social media is increasingly relevant as tourism practises affecting destination development and branding. However, there is still a deficiency of empirical research on the motivational factors that lie behind the creation and sharing of online content by tourists. This study explores the motivation of tourists who contribute to social media sites. It examines the relationship between tourists’ use of information sources and their willingness to share online content on different types of social media (e.g. social networks, review sites, etc.), based on a summer season survey in the mature and well-known destination of Mallorca, Spain. Findings contribute to the understanding of tourists’ social media adoption in technologically advanced markets with high levels of ICT adoption and use, in relation to a mainstream holiday location that is generally well-known in Western Europe. Empirical evidence is presented of who, when, how and why create and share travel experiences on social media. The paper discusses motivation schemes for knowledge and experience-sharing and it critically analyses technological mediation through electronic word-of-mouth and involvement factors related to virtual dissemination of travel experiences. Results provide insights on different motivational factors such as personal benefits, community related benefits and social capital that influence the sharing of user generated content in tourism. Moreover, the paper discusses technology adoption, transformations of tourism socio-cultural practices, hedonic aspects and utilitarian values of new media. Finally, this study contributes to expanding the knowledge-base on technological mediation and emerging tourism cultures.
    Original languageEnglish
    Publication date2012
    Number of pages1
    Publication statusPublished - 2012
    EventDestination Branding & Marketing Conference IV - Cardiff Metropolitan University, Cardiff, United Kingdom
    Duration: 5 Dec 20127 Dec 2012
    Conference number: 4
    http://www3.cardiffmet.ac.uk/english/cardiff-school-of-management/tourism-hospitality-events-management/dbm-conference/pages/home.aspx

    Conference

    ConferenceDestination Branding & Marketing Conference IV
    Number4
    LocationCardiff Metropolitan University
    CountryUnited Kingdom
    CityCardiff
    Period05/12/201207/12/2012
    Internet address

    Cite this

    Munar, A. M., & Jacobsen, J. K. S. (2012). Tourist Motivation 2.0: Why do Tourists Contribute to Social Media?. Abstract from Destination Branding & Marketing Conference IV, Cardiff, United Kingdom.
    Munar, Ana Maria ; Jacobsen, Jens Kr. Steen. / Tourist Motivation 2.0 : Why do Tourists Contribute to Social Media?. Abstract from Destination Branding & Marketing Conference IV, Cardiff, United Kingdom.1 p.
    @conference{a6d38d4941a64ce8b26d6ce98d135bd6,
    title = "Tourist Motivation 2.0: Why do Tourists Contribute to Social Media?",
    abstract = "Electronic social media is increasingly relevant as tourism practises affecting destination development and branding. However, there is still a deficiency of empirical research on the motivational factors that lie behind the creation and sharing of online content by tourists. This study explores the motivation of tourists who contribute to social media sites. It examines the relationship between tourists’ use of information sources and their willingness to share online content on different types of social media (e.g. social networks, review sites, etc.), based on a summer season survey in the mature and well-known destination of Mallorca, Spain. Findings contribute to the understanding of tourists’ social media adoption in technologically advanced markets with high levels of ICT adoption and use, in relation to a mainstream holiday location that is generally well-known in Western Europe. Empirical evidence is presented of who, when, how and why create and share travel experiences on social media. The paper discusses motivation schemes for knowledge and experience-sharing and it critically analyses technological mediation through electronic word-of-mouth and involvement factors related to virtual dissemination of travel experiences. Results provide insights on different motivational factors such as personal benefits, community related benefits and social capital that influence the sharing of user generated content in tourism. Moreover, the paper discusses technology adoption, transformations of tourism socio-cultural practices, hedonic aspects and utilitarian values of new media. Finally, this study contributes to expanding the knowledge-base on technological mediation and emerging tourism cultures.",
    author = "Munar, {Ana Maria} and Jacobsen, {Jens Kr. Steen}",
    year = "2012",
    language = "English",
    note = "null ; Conference date: 05-12-2012 Through 07-12-2012",
    url = "http://www3.cardiffmet.ac.uk/english/cardiff-school-of-management/tourism-hospitality-events-management/dbm-conference/pages/home.aspx",

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    Munar, AM & Jacobsen, JKS 2012, 'Tourist Motivation 2.0: Why do Tourists Contribute to Social Media?', Cardiff, United Kingdom, 05/12/2012 - 07/12/2012, .

    Tourist Motivation 2.0 : Why do Tourists Contribute to Social Media? / Munar, Ana Maria; Jacobsen, Jens Kr. Steen.

    2012. Abstract from Destination Branding & Marketing Conference IV, Cardiff, United Kingdom.

    Research output: Contribution to conferenceConference abstract for conferenceResearchpeer-review

    TY - ABST

    T1 - Tourist Motivation 2.0

    T2 - Why do Tourists Contribute to Social Media?

    AU - Munar, Ana Maria

    AU - Jacobsen, Jens Kr. Steen

    PY - 2012

    Y1 - 2012

    N2 - Electronic social media is increasingly relevant as tourism practises affecting destination development and branding. However, there is still a deficiency of empirical research on the motivational factors that lie behind the creation and sharing of online content by tourists. This study explores the motivation of tourists who contribute to social media sites. It examines the relationship between tourists’ use of information sources and their willingness to share online content on different types of social media (e.g. social networks, review sites, etc.), based on a summer season survey in the mature and well-known destination of Mallorca, Spain. Findings contribute to the understanding of tourists’ social media adoption in technologically advanced markets with high levels of ICT adoption and use, in relation to a mainstream holiday location that is generally well-known in Western Europe. Empirical evidence is presented of who, when, how and why create and share travel experiences on social media. The paper discusses motivation schemes for knowledge and experience-sharing and it critically analyses technological mediation through electronic word-of-mouth and involvement factors related to virtual dissemination of travel experiences. Results provide insights on different motivational factors such as personal benefits, community related benefits and social capital that influence the sharing of user generated content in tourism. Moreover, the paper discusses technology adoption, transformations of tourism socio-cultural practices, hedonic aspects and utilitarian values of new media. Finally, this study contributes to expanding the knowledge-base on technological mediation and emerging tourism cultures.

    AB - Electronic social media is increasingly relevant as tourism practises affecting destination development and branding. However, there is still a deficiency of empirical research on the motivational factors that lie behind the creation and sharing of online content by tourists. This study explores the motivation of tourists who contribute to social media sites. It examines the relationship between tourists’ use of information sources and their willingness to share online content on different types of social media (e.g. social networks, review sites, etc.), based on a summer season survey in the mature and well-known destination of Mallorca, Spain. Findings contribute to the understanding of tourists’ social media adoption in technologically advanced markets with high levels of ICT adoption and use, in relation to a mainstream holiday location that is generally well-known in Western Europe. Empirical evidence is presented of who, when, how and why create and share travel experiences on social media. The paper discusses motivation schemes for knowledge and experience-sharing and it critically analyses technological mediation through electronic word-of-mouth and involvement factors related to virtual dissemination of travel experiences. Results provide insights on different motivational factors such as personal benefits, community related benefits and social capital that influence the sharing of user generated content in tourism. Moreover, the paper discusses technology adoption, transformations of tourism socio-cultural practices, hedonic aspects and utilitarian values of new media. Finally, this study contributes to expanding the knowledge-base on technological mediation and emerging tourism cultures.

    M3 - Conference abstract for conference

    ER -

    Munar AM, Jacobsen JKS. Tourist Motivation 2.0: Why do Tourists Contribute to Social Media?. 2012. Abstract from Destination Branding & Marketing Conference IV, Cardiff, United Kingdom.