earticle

영어

Social media has become an important forum for sharing travel experiences, with a considerable impact on traveler behavior and decision-making. This study examines the motives and barriers to sharing travel experiences on social media, with a focus on Facebook users. The study is based on social influence theory and investigates three constructs: identification, internalization, and compliance, with subjective enjoyment serving as a mediating element. To study these concerns, we use social influence theory and its three constructs—identification, internalization, and compliance—along with the users' personalities. Based on 300 responses, travelers share their vacation experiences online primarily for perceived delight. Second, security and privacy concerns are the most prevalent latent causes. This study contributes to tourism literature by incorporating all online behaviors into a single model. These findings are useful for tourism marketers and social media professionals looking to boost user engagement and user-generated travel content.