Investigating the Factors Affecting the Motivation to Share Travel Experiences through Social Media: Study of Tourists Visiting the Shiraz

جغرافیا و توسعه فضای شهری

Articles in Press, Accepted Manuscript, Available Online from 12 September 2023   

Document Type: Original Article

DOI: 10.22067/jgusd.2023.81706.1308

Authors

mehdi kazemi^{* 1}; Mohammad Mehdi Poursaeed²; sara hoseini³

¹faculty member

²Shahid Bahonar University of Kerman

³management department- shahid bahonar university of kerman

Abstract

With the support of new ICT, people can share and enjoy their travel experiences with others on social networks and tourism websites. . Information extracted from these sources even drives travel flows around the world. In fact, these media have become a tool for shaping people's perceptions, feelings and expectations, and are therefore an important source of information in the travel decision-making process. The existing capacity is a good platform for using media based on this technology to promote domestic tourism and attract foreign tourists. .The aim of this study is to identify the motivating factors for sharing travel experience through social media by tourists visiting the historical and cultural complexes of Shiraz. This research is quantitatively applied in terms of purpose and correlation research. Field data were collected using a travel experience exchange questionnaire on social media by Oliveira et al. (2020) by survey method. The statistical population of this research includes all tourists who visited the city of Shiraz in 1399 and The first half of1400 shared their travel experiences in the selected websites of this research in Persian.A random sample was selected and finally 384 analyzable questionnaires were collected. Statistical analysis was performed with SPSS software version 26 and AMOS version 24. Findings from structural equation analysis show that 8 factors (including group belonging, shared values, adaptation, perceived pleasure, altruistic motives, self-actualization, interaction environment, and personal factors) affect motivation. Sharing travel experiences through social media is effective, but the negative effect of interaction and privacy environment on sharing travel experiences has not been confirmed.

Keywords

Sharing travel experience; Social influence Theory; Tourism; Social network; tourism website

References