sharing tourism experiences through social media

Motivations for Sharing Tourism Experiences through Social Media

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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

SN - 0261-5177

JO - Tourism Management

JF - Tourism Management

Sharing Tourism Experience through Social Media: Consumer's Behavioral Intention for Destination Choice

Authors: Mohammad Tipu Sultan , Farzana Sharmin , Ke Xue

Social media create a better opportunity for travelers to search for travel information, select destination and share their personal experiences of the travel. This study proposes a framework which describes the relationships between social media, and positive or negative tourism experience sharing impact on destination choice. To find out new trends of travelers behavioral intention, we propose an extended theoretical model, the Theory of Reasoned Action (TRA). We conducted a survey to analyze three external factors, subjective norms, and positive and negative experience influence on travel destination choice. Structural questionnaire analysis was employed to confirm the proposed research hypothesis within the relationship between consumer influences on the shared experience of social media. The results of the study confirm that sharing positive experiences influence the positive effect of destination choice, while negative experiences decrease the destination selection option. The results indicate that attitudes, subjective norms are passively influenced by shared experience. Moreover, we find that sharing live pictures of travel experiences through social media helps to reduce negative perceptions of the destination brand. This research contribution is useable to the research field as a new determination factor and the findings could be used by destination organization management (DMO) to enhancing their tourism promotion through social media.

Keywords: Destination choice , tourism experience sharing , Theory of Reasoned Action , social media.

Digital Object Identifier (DOI): doi.org/10.5281/zenodo.2571847

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• The Social Media Creator’s Guide to Viator Experiences

Mar 28, 2024 | Social Media

Travel today is all about curating unforgettable experiences. Think ziplining through jungles, unlocking hidden culinary gems, or diving deep into a new culture with a local guide.

Today’s audience seeks authenticity, immersion, and stories that go beyond traditional norms. This is the era of experiences, and it presents a powerful opportunity to turn your social media content into a new stream of income while truly connecting with your audience. 

This guide explores the rise of travel experiences and equips you to:

• Discover why experiences are taking center stage
• Learn how to seamlessly integrate unique activities and tours into your existing strategy
• Gain the knowledge to position yourself as the go-to source for inspiring and unforgettable travel adventures

Why experiences?

Travelers today crave deeper connections. They want to learn new skills, explore hidden gems, and create memories that go far beyond flights, hotels, and good food. Experiences tap into this desire, allowing you to:

• Boost Your Brand: Experiences create lasting positive associations with your brand, leading to happier and more loyal customers.
• Attract New Audiences: By offering unique experiences, you cater to the growing segment of travelers seeking authenticity and immersion.
• Unlock New Revenue Streams: Expand your offerings beyond traditional services and tap into a massive and growing market. (We’ll get to the size in a sec!)

The Power of Experiences

Unlike that dusty snow globe in the attic, experiences create lasting memories that your audience will cherish forever. These memories become the stories they share with friends and family, fueling their wanderlust and inspiring future adventures. By promoting experiences, you’re not just selling a service, you’re selling a feeling: the thrill of discovery, the joy of connection, and the satisfaction of personal growth.

The Experiences Market Boom

The experience market is growing! Travelers are craving more than just souvenirs; a recent Tripadvisor report highlights a massive shift in consumer spending. Two-thirds of travelers surveyed now prioritize enriching experiences over material possessions. This presents a huge opportunity for content creators like you to become a trusted resource and capture a slice of this booming market.

Nearly three-quarters of travelers regard travel as a top priority, and 95% would even cut back on other expenses to save for their next adventure. 

The Viator Advantage

Here are just a few of the many reasons to choose Viator as your partner in sharing experiences:

• Unmatched Selection: We’re the largest experiences marketplace in the world, boasting the widest variety of tours and activities imaginable. Think ziplining through rainforests in Costa Rica, learning to make pasta from a Nonna in Italy, or exploring hidden temples in Cambodia – we have something for every traveler and every budget.
• Quality You Can Trust: Quality is paramount at Viator. We have a rigorous selection process, ensuring every experience on our platform meets the highest standards. With 1,000,000+ traveler reviews, you can be confident you’re recommending exceptional activities that will leave your audience raving.
• Global Reach: With experiences in over 2,500 destinations around the globe, we offer adventures in virtually every corner of the world. Whether your audience craves the bustling streets of Tokyo or the serene beauty of the Swiss Alps, we have the perfect adventure to fuel their wanderlust.

Positioning Experiences to Your Audience

Let’s delve into how to share experiences with your audience in a way that ignites their wanderlust and makes them crave those unforgettable moments.

• For the Foodie: “Imagine strolling through bustling markets in Marrakech, sampling exotic spices and learning to cook an authentic meal with a local chef.”
• For the History Buff: “Step back in time with a private tour of the Colosseum, picturing gladiator battles and crowds watching from the stands.”
• For the Adventure Seeker: “Feel the adrenaline as you kayak through hidden lagoons in Thailand, surrounded by lush rainforests and exotic wildlife.”
• Let Your Passion Shine Through. Your enthusiasm for travel is contagious! Share your own experiences – what you did, what you loved, and what you didn’t. This authenticity builds trust and makes your recommendations more relatable.
• Focus on the Benefits, Not Just the Sights. Don’t just list landmarks; talk about what makes each experience special. Will they learn a new skill? Connect with a local culture?

Remember, you’re not just sharing tours, you’re sharing stories, emotions, and experiences that will create lasting memories. By mastering the art of talking experiences, you’ll become a trusted travel resource and inspire your audience to transform their travel dreams into reality.

Want to learn more about how to share links and experiences? Click here for a full run-down.

Recent posts

• How to Promote Viator Experiences on Social Media
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Hacked on Facebook: A Marquette woman’s experience

Hackers are finding success on social media, taking over accounts, stealing identities and pushing their scams.

MARQUETTE, Mich. (WLUC) - According to the Federal Trade Commission, one in four people in the United States who reported losing money to fraud in the last three years said it started on social media.

Reported losses to scams on social media during the same period hit a staggering $2.7 billion, far higher than any other method of contact.

It’s happening in every community - and it’s a threat that’s not going away.

TV6′s Elizabeth Peterson spoke with a Marquette woman who found herself in the middle of one of these scams, with no real solutions.

Facebook user Stacy Busch said, “at first it was my memories and everything like that, but the more I think about it, it’s sort of like stealing a part of your identity.”

In December Stacy Busch woke up to find her Facebook account had been hacked and she no longer had access to her profile.

She recounted, “the hacker was posting, I just got my bitcoin certificate, I’ve been working on this for months.”

It’s a form of identity theft that’s becoming more and more common, if you haven’t been hacked yourself, you likely know at least one person who has. And if you don’t, experts say, it’s just a matter of time.

“Right now social media accounts are one of the most attacked types of accounts that people have,” said James Lee, COO of the Identity Theft Resource Center, “it’s right up there with your financial account.”

Busch lost all control over her Facebook account, the hacker then began posting as her, sharing false stories, announcing a birth in the family, images of the outdoors. They were posts that seemed real to others, but really had no connection to Busch. The hacker also posted about cryptocurrency and bitcoin. To those unaware of what was happening, it looked and felt legit, as if Busch had found a new business venture. However, it was all a scam.

“Today the name of the game is that they’re not always trying to get your money but what they are always trying to do is impersonate you,” added Lee.

Busch reached out to any and everyone she could think of, attempting to find a solution. She heard nothing back from Facebook and in fact was never able to talk with someone about her account, she received auto responses and a long list of dead ends.

“Nobody knows why or how to get it back, said Busch, “and trying to get a hold of Facebook is impossible.”

“Unfortunately this is a very common situation that we hear,” said Lee, “that someone’s account has been taken over. You are in essence stuck.”

Getting an account restored is nearly impossible and finding these hackers is perhaps even more rare.

“It’s very difficult, its very difficult. Most of these criminals are not in the United States, they’re outside our territory, which means it has to be federal law enforcement that becomes involved and just the reality is - the sheer number of instances of these kind of events are overwhelming,” said Lee.

Elizabeth asked Lee what options Busch had - he said, in a last ditch effort she should write to the state attorney general - that a number of state attorneys general have been putting pressure on Meta - and if there was any possible way she might get her account restored, that would be it.

In Part 2 - Busch appeals to Dana Nessel - the letter - the response and what we should all be doing to better protect our accounts, our identity and our personal information.

Copyright 2024 WLUC. All rights reserved.

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I had a handy idea to help measure things — i tattooed a ruler on my finger.

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A man has come up with a handy way to help measure things using just his finger – a tattoo of a ruler. 

Steffen Karlsen, 31, asked his partner Julie Strømsnes, 35, to create the fun inking on his right index finger.

After some convincing, tattoo artist Julie inked the design onto his finger – drawing 10 lines 1cm apart from each other.

Delighted Steffen says he “loves” his tattoo – branded “genius” by some social media users – and can’t wait to use it whenever he wants.

Steffen, a navy officer, from Trondheim, Norway, said: “I always wanted to use my fingers for measurements.

“I thought about having lines on it for centimeters.

“I love it. It’s a useful tattoo that I can use for something.”

Wife Julie said: “I was skeptical of the asthetic but it turned out so cool.

“I was so happy with how it turned out perfect.”

The couple met when Julie was an apprentice in 2011 and hit it off when she tattooed Seffen’s back in 2021.

They are now expecting a baby together in May this year.

Tattoo lover Steffen has inkings covering his upper body and one on his foot, but suddenly had the idea for a ruler tattoo last month.

When the pair were in the AvantGarde studio last week, Steffen convinced Julie to tattoo his design.

He said: “I said since we’re here shall we make that ruler tattoo.”

Julie spent 10 minutes sketching out the measurements and five minutes completing the tattoo.

Steffen said: “30 per cent of the comments say ‘that’s genius’.

“Others say that’s stupid – your finger is going to grow.”

Julie said: “A lot of people say I’m a hair dresser or I’m a civil engineer – it could be handy.”

Steffen has yet to put his new ruler tattoo to use but loves that he can.

He said: “It’s nice to have the opportunity.

“It’s intended for artwork.”

Social media users were split on the inventive ink, with some praising Steffen’s idea and others calling it ‘stupid.’

Follow Julie @msjulieink for more examples of her work.

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Sharing Tourism Experience through Social Media: Consumer's Behavioral Intention for Destination Choice

Social media create a better opportunity for travelers to search for travel information, select destination and share their personal experiences of the travel. This study proposes a framework which describes the relationships between social media, and positive or negative tourism experience sharing impact on destination choice. To find out new trends of travelers behavioral intention, we propose an extended theoretical model, the Theory of Reasoned Action (TRA). We conducted a survey to analyze three external factors, subjective norms, and positive and negative experience influence on travel destination choice. Structural questionnaire analysis was employed to confirm the proposed research hypothesis within the relationship between consumer influences on the shared experience of social media. The results of the study confirm that sharing positive experiences influence the positive effect of destination choice, while negative experiences decrease the destination selection option. The...

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Lego asks California police department to stop using its toy heads to cover suspect mug shots

The toy company Lego asked a Southern California police department to refrain from using the company's toy heads to hide the identities of suspects in photos shared on social media.

The Murrieta Police Department began using Lego heads to cover people's faces in November 2022. The edited photos drew attention last week after the department posted a statement titled "Why the covered faces?" on Facebook.

The online images prompted Lego to contact the police department on March 19.

Lego "respectfully asked us to refrain from using their intellectual property in our social media content, which, of course, we understand and will comply with," Lt. Jeremy Durrant said in a statement to The A ssociated Press .

"We are currently exploring other methods to continue publishing our content in a way that is engaging and interesting to our followers," Durrant added.

Lego did not immediately respond to a request for comment.

The police department protects suspects' identities in accordance with the law but uploads photos of their faces covered to openly share what is happening in the city. 

“The Murrieta Police Department prides itself in its transparency with the community, but also honors everyone’s rights & protections as afforded by law; even suspects,” it wrote on Facebook .

The California Legislature amended Penal Code 13665 in July 2021 to prohibit law enforcement agencies from sharing photos of suspects arrested in nonviolent crimes. 

In addition, the state passed Assembly Bill 994 last September, requiring agencies to remove suspect mug shots from social media after 14 days unless there are special circumstances.

The law went into effect in January, according to the police department.

Katherine Itoh is a news associate for NBC News.