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Who am I if you can’t see me?: The “self” of young travellers as driver of eWOM in social media
Luleå University of Technology, Department of Business Administration, Technology and Social Sciences, Business Administration and Industrial Engineering.ORCID iD: 0000-0002-4397-6965
Luleå University of Technology, Department of Business Administration, Technology and Social Sciences, Business Administration and Industrial Engineering.
2018 (English)In: Journal of Tourism Futures, ISSN 2055-5911, E-ISSN 2055-592XArticle in journal (Refereed) Epub ahead of print
Abstract [en]

Purpose

The purpose of this paper is to analyse factors influencing the propensity to share travel experiences in social media during a trip, across a sample of Millennial and Generation Z consumers in three different countries.

Design/methodology/approach

An online survey was sent to consumers between 16 and 30 years in Sweden, UK and India. Structural equation modelling and multigroup analysis was conducted to compare results between countries and generations.

Findings

Young travellers’ need for uniqueness (NFU) and opinion leadership (OL) with regard to travel tends to increase their propensity to share travel experiences in social media during a trip. Reflected appraisal of self is strongly related to NFU and OL and may therefore indirectly influence the propensity to share. Some differences were found between generations and countries.

Research limitations/implications

Future research could consider comparisons between travellers from younger and older generations. The hypotheses formulated in this study could be tested in other countries. Further adaptions or extensions of existing NFU scales to fit in the travel and tourism context are suggested.

Practical implications

Millennial and Gen Z consumers will constitute an increasing part of travellers and visitors in the future. Through a better understanding of their behaviour, tourism managers can design strategies to engage them and increase electronic word-of-mouth (eWOM).

Originality/value

This study contributes by addressing the lack of research on “self”-related drivers of eWOM in general social media during the trip, and by providing an international perspective through cross-cultural comparisons.

Place, publisher, year, edition, pages
Emerald Group Publishing Limited, 2018.
Keyword [en]
eWOM, Generation Z, Millennials, social media, self, travel experience
National Category
Business Administration
Research subject
Industrial Marketing
Identifiers
URN: urn:nbn:se:ltu:diva-66904DOI: 10.1108/JTF-12-2017-0057OAI: oai:DiVA.org:ltu-66904DiVA, id: diva2:1162715
Projects
Morgondagens turist
Funder
The R&D Fund of the Swedish Tourism & Hospitality Industry (BFUF), 4831215
Available from: 2017-12-05 Created: 2017-12-05 Last updated: 2018-02-26

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Ek Styvén, MariaFoster, Tim
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