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 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.
Digital Object Identifier (DOI): doi.org/10.5281/zenodo.2571847Procedia APA BibTeX Chicago EndNote Harvard JSON MLA RIS XML ISO 690 PDF Downloads 708
 A. Decrop and D. Snelders, “A grounded typology of vacation decision-making,” vol. 26, pp. 121–132, 2005.
 J. Crompton, “Destination Of Vacation Choice Sets,” vol. 19, pp. 420–434, 1992.
 A. G. Woodside and S. Lysonski, “A General Model Of Traveler Destination Choice,” no. April, 1989.
 Z. Xiang and U. Gretzel, “Role of social media in online travel information search,” Tour. Manag., 2010.
 H.-Y. Wang, “Investigating the determinants of travel blogs influencing readers’ intention to travel,” Serv. Ind. J., vol. 32, no. 2, pp. 231–255, 2012.
 J. Chang and S. Wang, “Telematics and Informatics Di ff erent levels of destination expectation : The e ff ects of online advertising and electronic word-of-mouth,” no. November, 2018.
 Y. Hoe Hong, B. Chen Tan, N. Khan, and M. Madi Bin Abdullah, “Impact of Online Social Media on Tourist Attitude and Travel Planning,” Aust. J. Basic Appl. Sci. Aust. J. Basic Appl. Sci, vol. 8, no. 813, pp. 412–415, 2014.
 M. T. Destinations, Marketing and Managing Tourism Destinations.
 S. S. Kim, Y. K. Penny Wan, and S. Pan, “Differences in Tourist Attitude and Behavior between Mainland Chinese and Taiwanese Tourists,” J. Travel Tour. Mark., vol. 32, no. 1–2, pp. 100–119, 2015.
 C. Cox et al., “The Role of User-Generated Content in Tourists ’ Travel Planning Behavior The Role of User-Generated Content in Tourists ’,” vol. 8623, no. January, 2018.
 S. Volo, “Bloggers’ reported tourist experiences : Their utility as a tourism data source and their effect on prospective tourists,” vol. 16, no. 4, pp. 297–311, 2010.
 C. Cox, S. Burgess, C. Sellitto, and J. Buultjens, “The role of user-generated content in tourists’ travel planning behavior,” J. Hosp. Leis. Mark., 2009.
 R. Dina and G. Sabou, “Influence of social media in choice of touristic destination,” Cactus Tour. J., vol. 3, no. 2, pp. 24–30, 2012.
 A. Schroeder and L. Pennington-Gray, “The Role of Social Media in International Tourist’s Decision Making,” J. Travel Res., vol. 54, no. 5, pp. 584–595, 2015.
 M. Lee and S. Youn, “Electronic word of mouth ( eWOM ) Electronic word of mouth (eWOM) How eWOM platforms influence consumer product judgement,” vol. 0487, 2015.
 E. Marchiori and L. Cantoni, “The role of prior experience in the perception of a tourism destination in user-generated content,” J. Destin. Mark. Manag., vol. 4, no. 3, pp. 194–201, 2015.
 J. J. Kim and D. R. Fesenmaier, “Sharing Tourism Experiences : The Posttrip Experience,” 2017.
 J. R. B. Ritchie, “Exploring The Essence Of Memorable Tourism Experiences,” Ann. Tour. Res., vol. 38, no. 4, pp. 1367–1386, 2011.
 Q. Ye, R. Law, B. Gu, and W. Chen, “Computers in Human Behavior The influence of user-generated content on traveler behavior : An empirical investigation on the effects of e-word-of-mouth to hotel online bookings,” Comput. Human Behav., vol. 27, no. 2, pp. 634–639, 2011.
 S. Utz, P. Kerkhof, and J. Van Den Bos, “Electronic Commerce Research and Applications Consumers rule : How consumer reviews influence perceived trustworthiness of online stores,” Electron. Commer. Res. Appl., vol. 11, no. 1, pp. 49–58, 2012.
 S. W. Litvin, R. E. Goldsmith, and B. Pan, “Electronic word-of-mouth in hospitality and tourism management,” Tour. Manag., vol. 29, no. 3, pp. 458–468, 2008.
 C. Cox et al., “The Role of User-Generated Content in Tourists ’ Travel Planning Behavior The Role of User-Generated Content in Tourists ’,” vol. 8623, 2009.
 Y. Wang and D. R. Fesenmaier, “Understanding the Motivation of Contribution in Online Communities An Empirical Investigation of an Online Travel Community,” no. January, 1998.
 U. Gretzel, K. H. Yoo, and M. Purifoy, “Online Travel Review Study: Role & Impact of Online Travel Reviews,” Lab. Intell. Syst. Tour., pp. 1–70, 2007.
 M. Kang and M. A. Schuett, “Determinants of Sharing Travel Experiences in Social Media Determinants Of Sharing Travel,” vol. 8408, 2013.
 D. Wirtz, J. Kruger, C. N. Scollon, and E. Diener, “What To Do On Spring Break ? The Role of Predicted , On-Line , and Remembered Experience in Future Choice,” vol. 14, no. 5, pp. 520–524, 2003.
 C. Bianchi, S. Milberg, and A. Cúneo, “Understanding travelers ’ intentions to visit a short versus long-haul emerging vacation destination : The case of Chile,” Tour. Manag., vol. 59, pp. 312–324, 2017.
 J. Y. Pan and D. Truong, “Journal of Air Transport Management Passengers ’ intentions to use low-cost carriers : An extended theory of planned behavior model,” J. Air Transp. Manag., vol. 69, no. November 2017, pp. 38–48, 2018.
 E. J. Jordan, B. B. Boley, W. Knollenberg, and C. Kline, “Predictors of Intention to Travel to Cuba across Three Time Horizons : An Application of the Theory of Planned Behavior,” 2018.
 P. Sparks, I. Ajzen, and T. Hall-box, “Perceived Behavioral Control , Self-Efficacy, Locus of Control, and the Theory of Planned Behavior1,” pp. 665–683, 2002.
 M. Fishbein, I. Ajzen, and J. McArdle, “Changing the behavior of alcoholics: Effects of persuasive communication,” in Understanding attitudes and predicting social behavior, 1980.
 M. Reza Jalilvand and N. Samiei, “The impact of electronic word of mouth on a tourism destination choice,” Internet Res., vol. 22, no. 5, pp. 591–612, 2012.
 N. Stylos, C. A. Vassiliadis, V. Bellou, and A. Andronikidis, “Destination images , holistic images and personal normative beliefs : Predictors of intention to revisit a destination,” Tour. Manag., vol. 53, pp. 40–60, 2016.
 L. H. Kim, H. Qu, D. J. Kim, and D. J. Kim, “A Study Of Perceived Risk And Risk Reduction Of Purchasing Air ‐ Tickets Online A Study Of Perceived Risk And Risk Reduction Of Purchasing Air-Tickets Online,” vol. 8408, 2010.
 J. Zhang, Y. Yang, and H. Wang, “Measuring subjective well-being : A comparison of China and the USA,” pp. 221–225, 2009.
 R. Emmons and P. A. Psycarticles, “Review of the Satisfaction With Life Scale William Pavot ; Ed Diener,” no. July 2017, 1985.
 M. Fishbein and I. Ajzen, “Principles of Change,” Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research. pp. 1–25, 1975.
 M. T. A. L. Ziadat, “Applications of Planned Behavior Theory (TPB) in Jordanian Tourism,” vol. 7, no. 3, pp. 95–106, 2015.
 M. Fishbein and I. Ajzen, “Chapter 2. Theories of Attitude (EVT),” Belief, Attitude, Intention, and Behavior, An Introduction to Theory and Research. pp. 21–52, 1975.
 R. Netemeyer, M. Van Ryn, and I. Ajzen, “The theory of planned behavior,” Organ. Behav. Hum. Decis. Process., vol. 50, no. 2, pp. 179–211, 1991.
 R. E. Goldsmith and D. Horowitz, “Measuring Motivations for Online Opinion Seeking,” no. March 2006, 2016.
 A. M. Munar and J. K. S. Jacobsen, “Motivations for sharing tourism experiences through social media,” Tour. Manag., vol. 43, pp. 46–48, 2014.
 K. Kam and F. So, “Extending the Tourism Experience: The Role of Customer Engagement.”
 S. Park and C. A. Santos, “Exploring the Tourist Experience: A Sequential Approach,” 2017.
 G. I. Crouch, “On the Choice of Tourism Destination versus Tourism Experience : Insights from an Analysis of Past Choice and Future Interest,” 2016.