Antecedents of Sharing Tourism Photographs on Social Network Sites for Young Generation Y

Abstract

With the advancement of modern communication technology the evolution and popularization of smartphones and the development of social media more and more tourists share their travel-related photos with their families and friends on social networking sites during or after the trip among which the young generation Y is also concerned about getting as more “likes” and “comments” as possible on social network sites when choosing destinations And because sharing travel experience on social networking sites is a form of user generated content and can be seen as electronic word-of-mouth(e-WOM) it helps marketing destinations or tourism-related products and influence the financial performance of tourism destinations and corporations This research focuses on exploring the antecedents of young generation Y tourists share their travel photos on social network sites hoping the research results provide advice on marketing for tourism related products This study collected data through online questionnaires and collected 794 copies in June 2020 The number of valid samples was 373 Multiple regression analysis was used as the research method for analysis The research results show that social interaction and perceived enjoyment did not have a significant impact on tourism photographs sharing Personal documentation altruism narcissism and the coolness of travel destinations can affect the tourism photos sharing

Date of Award	2020
Original language	English
Supervisor	Dung-Chun Tsai (Supervisor)