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Journal of Travel & Tourism Marketing Volume 30 Issue 1-2 2013 (Doi 10.1080 - 10548408.2013.751237) Kang, Myunghwa Schuett, Michael A. - Determinants of Sharing Travel Experiences in Social Media PDF
Journal of Travel & Tourism Marketing Volume 30 Issue 1-2 2013 (Doi 10.1080 - 10548408.2013.751237) Kang, Myunghwa Schuett, Michael A. - Determinants of Sharing Travel Experiences in Social Media PDF
To cite this article: Myunghwa Kang & Michael A. Schuett (2013): Determinants of Sharing Travel Experiences in Social Media,
Journal of Travel & Tourism Marketing, 30:1-2, 93-107
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Journal of Travel & Tourism Marketing, 30:93–107, 2013
Copyright © Taylor & Francis Group, LLC
ISSN: 1054-8408 print / 1540-7306 online
DOI: 10.1080/10548408.2013.751237
ABSTRACT. The advent of Internet-based social media technologies has enabled travelers to quickly
and conveniently share their travel experiences. Shared information on social media sites is recognized
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as an important information source which may influence travel decision making for potential travelers.
This study tests a conceptual framework which examines why travelers share their travel experiences on
social media based on the social influence theory and its three conceptual foundations—identification,
internalization, and compliance. Data were collected using an online survey and the research model was
tested with 543 respondents who were social media users. Results showed that identification and inter-
nalization are critical determinants that positively increase actual travel-experience sharing on social
media as mediated by perceived enjoyment. Our research extends prior literature on social media by
identifying specific determinants that can impact travel-experience sharing. Suggestions are provided
for academics, the travel industry, and those working with social media.
KEYWORDS. Social media, social influence theory, perceived enjoyment, travel-experience sharing
Myunghwa Kang is in the Department of Hospitality, Restaurant & Tourism Management, Department
of Agricultural Leadership, Education and Communication, University of Nebraska–Lincoln, 300 Ag Hall,
Lincoln, NE 68583, USA (E-mail: mkang5@unl.edu).
Michael A. Schuett is in the Department of Recreation, Park and Tourism Sciences of the Center for
Socioeconomic Research & Education (CSRE) at Texas A&M University in College Station, TX, USA
(E-mail: mschuett@tamu.edu).
The authors would like to thank Mandala Research, LLC and the Center for Socioeconomic Research &
Education at Texas A&M University for technical assistance.
Address correspondence to: Myunghwa Kang at the above address.
93
94 JOURNAL OF TRAVEL & TOURISM MARKETING
videos, etc. (Postman, 2008; Rau, Gao, & Ding, quality. Therefore, travel organizations have
2008). With the help of these applications, the encouraged consumers to participate in online
users of social media can share travel-related activities and share travel experiences on their
information, stories and experiences upload- social websites. Currently, much of the research
ing text contents, images, audios, and videos emphasis has focused on social media, but lit-
without any special technical skills as well as tle has explored why users share their travel
their travel-related comments, opinions, reviews information and experiences. It is expected that
and ratings, and recommendations (Xiang & identifying the determinants underlying travel-
Gretzel, 2010). These contents are known as experience sharing behavior would help travel
user-generated content (UGC; Blackshaw & and tourism organizations gain an understanding
Nazzaro, 2006; Blackshaw, 2005) and consid- on how to stimulate travel-experience sharing
ered as a more objective and reliable informa- in social media. Therefore, the purpose of this
tion source in travel planning. study is to identify the determinants that influ-
Since people can’t try travel-related prod- ence the travel-experience sharing behaviors of
ucts and services before they consume them social media users.
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social networking sites; 12% read blogs; and 5% referred to both the antecedents and conse-
watched videos (eMarketer, 2007). quences of behavior and the process and state
Social media enables individuals to share of attachment to specific behaviors (Malhotra &
individual meaning and convey social benefits Galletta, 2005).
(Wang, Yu, & Fesenmaier, 2002). A core con- Kelman’s (1958, 1961) social influence the-
cept that underlies this research is that social ory is a well-established basis for understand-
influence has an impact on travel-experience- ing the psychological commitment to a specific
sharing behavior. Social psychological lenses on behavior or attitude (Malhotra & Galletta, 2005;
online communities have been widely discussed O’Reilly & Chatman, 1986). Social influence
in the literature (Chiu et al., 2006; Wang & theory argues that changes in behaviors pro-
Fesenmaier, 2004a). Wang and Fesenmaier duced by social influence occur at three different
(2004b) showed a positive relationship between process modes—internalization, identification,
perceived social benefits and level of participa- and compliance—and distinguishes three differ-
tion in an online travel community. In order to ent underlying processes (Kelman, 1958). These
identify why social media users participate in three modes represent different commitments
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sharing their travel experiences on social media, resulting from a desire to satisfy different per-
this study proposes a framework of travel- sonal goals (Malhotra & Galletta, 2005). Unlike
experience sharing behavior based on Kelman’s the social normative compliance, these three
(1958, 1961) social influence theory and per- levels of psychological attachment result from
ceived enjoyment concept (Davis, Bagozzi, & proactive choice responses made by individu-
Warshaw, 1992). als in conformance with their own beliefs and
values (Malhotra & Galletta, 2005).
According to Kelman (1958), “identifica-
THEORETICAL FOUNDATION AND tion occurs when an individual adopts induced
behaviors to establish or maintain a satisfying
RESEARCH HYPOTHESES
self-defining relationship to another person and
Social Influence Theory group” (p. 53). Similarly, Malhotra and Galletta
(2005) state that, “behavior adopted through
Shared-travel experiences on social media are identification is performed only under condi-
one of the most important aspects of traveler tions of salience of the individuals’ relationship
behaviors for customers as well as travel and to the influencing agent” (p. 123). Based on this
tourism organizations. Therefore, it is critical to concept, individuals feel a sense of belonging
see that users are active and engaged in cre- or fitting into a group of social media users
ating, editing, and sharing travel experiences because they share travel experiences through
on social media. People participating in social social media. Internalization occurs “when an
media activities are usually in communities and individual accepts influence because the con-
appear to be socially influenced by community tent of the induced behavior is intrinsically
group members. Social influence is defined as rewarding” (Kelman, 1958, p. 53) and is con-
the degree to which a person believes that people gruent with his/her value systems and beliefs
who are important to him or her want that per- (Malhotra & Galletta, 2005). Therefore, “behav-
son to perform a particular behavior (Venkatesh, ior adopted through internalization is integrated
Speir, & Morris, 2002). Such proactive engage- with the users’ own values and becomes a
ment and volitional contributions often depend part of his or her personal norm” (Malhotra &
upon users’ personal norms and values as well Galletta, 2005, p. 123). Thus, the reason indi-
as normative social compliance (DeLone & viduals prefer using social media is based on the
McLean, 2003; Kelman, 1958). The levels and similarity of their values represented by social
types of volitional commitment to a behavior media. In contrast, compliance occurs “when
(e.g., sharing travel experiences) appear to be an individual accepts induced behaviors because
different among people (Malhotra & Galletta, he/she hopes to achieve a favorable reaction
2005). Commitment to a certain behavior has from another person or group and gain a reward
96 JOURNAL OF TRAVEL & TOURISM MARKETING
or approval, and avoid costs such as disap- motivation (Deci, 1971; Pritchard, Campbell, &
proval by conforming” (Kelman, 1958, p. 53). Campbell, 1977). Extrinsic motivation is the
According to Malhotra and Galletta (2005), performance of activity perceived to be instru-
“behavior based upon compliance will be per- mental in achieving valued outcomes such as
formed by the user only under conditions of improved job performance, pay or promotions,
surveillance by the influencing agent” (p. 123). distinct from the activity itself. Intrinsic moti-
In contrast to behavior underlying identifica- vation refers to the performance of activity not
tion and internalization, individuals participat- forced by external reinforcement other than the
ing in social media may try to make an effort process of performing the activity (Davis et al.,
to provide information because they feel pres- 1992). According to Davis et al. (1992), per-
sured to do so. As discussed, a commitment ceived enjoyment is intrinsic motivation which
to certain behaviors would enable individuals leads to extrinsic motivation that represents per-
to achieve personal, meaningful, and rewarding ceived usefulness. A number of studies have
goals through internalization and identification shown that social factors (e.g., identification,
through which they can enjoy the behaviors. internalization, compliance) influence increased
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H4
Identification
Use of Social
H1
Media in travel H7
H5
planning
Actual travel-
experience
Perceived
Internalization sharing
H2 Enjoyment
H6 Experience with H8
Social Media
H3
Compliance
Myunghwa Kang and Michael A. Schuett 97
ness (Brandtzeg, Folstad & Heim, 2003; Monk, want to do it; rather, their primary focus is
Hassenzahl, Blythe, & Reed, 2002; Zajonc, on rewards and punishment. Accordingly,
1965). Therefore, the following hypothesis is compliance occurs when an individual accepts
suggested: the induced behavior because he or she wants
to achieve a favorable reaction from another
Hypothesis 1: Identification will have a pos- person or group, conform to gain rewards or
itive influence on perceived enjoyment of approval, and minimize costs such as punish-
knowledge and information sharing on ment or disapproval. Therefore, in the case of
social media. compliance, induced behavior is seen by the
user as controlling and pressurizing and has a
negative influence on the users’ affective status.
Internalization occurs when influence is In contrast to the affective process underlying
accepted because the increased behaviors are identification and internalization, a social
congruent with one’s own values—e.g., the val- process driven by compliance may not create
ues of the individual and community are the an enjoyable commitment to a certain behavior
same (O’Reilly & Chatman, 1986). Behavior such as knowledge and information sharing on
adopted through internalization is integrated social media. Thus, the following hypothesis is
with an individual’s own values or intrinsic proposed:
motivation and becomes a part of his or her
personal norms (Kelman, 1958; Malhotra & Hypothesis 3: Compliance will have a neg-
Gelletta, 2005). Therefore, internalization drives ative influence on perceived enjoyment of
adoption of the induced behavior by the system knowledge and information sharing on
user based on perceived congruence with one’s social media.
own personal norms and values (Malhotra &
Gelletta, 2005). In this sense, information shar-
ing on social media through internalization The Effect of Perceived Enjoyment on
tends to be integrated with one’s own personal Travel-Experience Behavior
norms and values as intrinsically rewarding.
Thus, the user derives satisfaction from inter- A number of studies have shown that per-
nalization due to the content of behavior and ceived enjoyment as an intrinsic motivation
finds technology use intrinsically rewarding. directly influences inducing behavior toward
The internalization, characterized by the highest using information technologies (Davis et al.,
level of psychological and affective attachment 1992; Lee, Kang, & Kim, 2007; Reeve, 1996).
to technology use, is expected to have a direct This study also suggests that, increased by
influence on perceived enjoyment. social influence, perceived enjoyment affects
98 JOURNAL OF TRAVEL & TOURISM MARKETING
travel-experience sharing, the use of social enabling people to gain more experience with
media in travel planning, and experience with various technologies.
social media. All of these factors will lead to
travel-experience sharing. Previous studies have Hypothesis 6: Perceived enjoyment has a pos-
found that perceived enjoyment is an important itive influence on experience with social
antecedent for predicting the use of technol- media.
ogy such as the Internet (Novak et al., 2003)
and mobile services (Cyr et al., 2006; Thong
et al., 2006; Hong et al., 2008). Therefore, Past research has conceptualized that behav-
this study proposes that perceived enjoyment ior is determined by extrinsic motivation—e.g.,
increases travel-experience sharing behavior. usefulness or perceived value (Fang, Chan,
Brzezinski, & Xu, 2006; Davis et al., 1992).
Individuals who use social media as an informa-
Hypothesis 4: Perceived enjoyment positively tion source for travel planning are more likely
influences increased travel-experience to share their travel experiences on social media.
sharing on social media. A positive benefit of social media as an informa-
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and CFI exceeding .90 indicate an acceptable fit of the respondents had household income over
(Hu & Bentler, 1999). $75,000 or more while 44% had less than
$50,000 household income. The social media
users were largely White (75.1%) with approx-
RESULTS imately 11% African American. In comparison
to the entire sample, the social media group had
Profile of Respondents slightly more females, a higher percentage of
younger individuals (under 44 years old), and
Table 2 shows the profile of the social media fewer seniors. Race/ethnicity, education, and
participants: 47% were male, 53% female. income were all very similar.
Over half the participants (59.9%) were under Approximately 52% of leisure travelers used
44 years of age and 11% were over 64 years social media in their trip for the past 12 months
of age. Approximately 41% graduated with a to share their travel experiences. Approximately
2-year degree or some college, followed by 23% of social media users (n = 124) used
26.7% with a 4-year degree and 16.8% with all 7 social media sites; 42% of them (n =
a graduate/professional degree. Almost 30% 228) used 4–6 social media sites; 35% (n = 190)
Myunghwa Kang and Michael A. Schuett 101
TABLE 2. Descriptive Profile of Respondents TABLE 3. Percentage of Use for Seven Social
Media Sites
Profiles Total (%) Social media
users N = 543 Sites used by Both read & Read Post
(%) social media users post
decent
Native American 3.4 3.3 The final measurement model (Table 4)
Something else 5.1 5.9 exhibited adequate internal consistency and uni-
Education (n = 1044) dimensionality such as loading values and com-
High school/GED or 14.6 14.6
less
posite reliability. Composite reliability and aver-
2-year degree or some 42.0 40.6 age variance extracted (AVE) for each construct
college were investigated to assess internal consistency
4-year degree 26.7 27.4 of the constructs in the model (Fornell &
Graduate/professional 16.8 17.3
degree
Larcker, 1981). A value of composite reliabil-
Household income ity over .70 indicates internal consistency of the
Less than $50,000 (n = 964) indicators assessing a given factor. A desirable
$50,000 ∼ $74.999 44.2 41.8 level of AVE estimates measuring the amount
$75,000 ∼ $99,999 24.6 23.2
More than $100,000 15.8 14.4
of variance captured by the factors is 50% or
15.5 14.0 higher. As Table 4 shows, all the composite reli-
∗ Exceeded
abilities ranged from .71 to .94, and the AVE
over 100% due to multiple responses.
of all the constructs also exceeded .57. The
result supports the internal consistency of the
proposed measurement.
used 1–3 social media sites. Table 3 shows Convergent validity was tested by analyzing
level of usage by website. A majority of the the squared multiple correlations (SMC) and
social media users (65%) have used Facebook testing the significance and magnitude of the
to both read and post activities and 59% of them indicator’s estimated coefficient on its speci-
participated in reading Myspace. fied underlying construct (Anderson & Gerbing,
1988; Netemyer, Johnston, & Burton, 1990).
Measurement Model Fit Assessment The SMC ranged from .27 to .81, loading values
ranged from .52 to .93, and the t-values showed
Based on the first test results of the mea- convergent validity of the measurement model.
surement model, one of the three items of Discriminant validity was evaluated by investi-
compliance (COMP 3: see Table 1) was elim- gating AVE and squared correlations between
inated because the item was cross-loaded with constructs. Discriminant validity is achieved
other constructs—identification and enjoyment when AVE is greater than the squared correla-
(Byrne, 1997). The resulting CFA of the final tion between the constructs (Fornell & Larcker,
measurement model tested with four constructs 1981; Netemyer et al., 1990). In this study,
and its 10 indicators revealed that the fit of the the smallest AVE of the construct was .57
overall confirmatory factor model was adequate. (Table 4) and the largest squared correlation
102 JOURNAL OF TRAVEL & TOURISM MARKETING
Note. a If t > 3.291, significant at p < .001. b Reference indicator. CFA loading = completely standardized estimate.
Model fit indices: χ 2 (df = 47) = 226.56, p = .00, RMSEA = .030, NFI = .99, NNFI = 1.0, CFI = 1.0. All items were
scored from 1 strongly disagree to 5 strongly agree. The estimate of composite reliability and AVE are based on
Fornell and Larcker’s (1981) formula.
Identification 1.00
Internalization .65 1.00
Compliance .26 .27 1.00
Perceived .70 .68 .23 1.00
enjoyment
Use of social media .27 .27 .10 .32 1.00
in travel planning
Experience with .27 .21 .04 .35 .21 1.00
social media
Actual .24 .19 .05 .30 .22 .37 1.00
travel-experience
sharing
(Table 5) between the identification and enjoy- internalization, and compliance), perceived
ment was .49. Therefore, discriminant valid- enjoyment, experience with social media, use
ity of the constructs was achieved. After CFA of social media in travel planning, and actual
identified the adequacy of measurement of all travel-experience sharing behavior. Table 6
four latent constructs in the structural model, presents the goodness-of-fit indices for the
we proceeded with confidence to the structural hypothesized structural model. As shown in
equation modeling (SEM) analysis. Table 6, the model has a good model fit to the
data, χ 2 (df = 57) = 280.69 at p = .00, RMSEA =
Structural Model Fit Assessment .033, NFI = .99, NNFI = 1.00, and CFI =
1.00). The overall fit indices of the model
SEM assessed the relationships among showed that the proposed model provided a
the three social influences (identification, good fit for hypothesis testing.
Myunghwa Kang and Michael A. Schuett 103
.36
(p = .0001)
Table 6 provides a summary of the path sharing information and knowledge on social
parameter estimates and their test significance. media.
The structural model illustrated in Figure 2 Likewise, perceived enjoyment had a positive
includes significant standardized path coeffi- relationship to actual travel-experience sharing
cients. As shown in Table 6 and Figure 2, behavior (path coefficient = .36, t = 3.95, p =
the path correlations (standardized coefficient .0001); the use of social media in travel planning
weights) between variables were all statistically (path coefficient = .37, t = 10.87, p = .0001);
significant. Identification was positively related and the level of experience with social media
to perceived enjoyment (path coefficient = .61, (path coefficient = .18, t = 12.06, p = .0001).
t = 3.06, p = .023); internalization to per- Accordingly, H4, H5, and H6 were statistically
ceived enjoyment (path coefficient = .45, t = supported. This result indicates that perceived
2.10, p = .0036); however, compliance was enjoyment increases the use of social media as a
negatively related to perceived enjoyment (path travel information source in travel planning and
coefficient = −.16, t = −4.03, p = .0001). experience with social media directly influences
Therefore, H1, H2, and H3 were supported. increased travel-experience sharing behavior.
Consistent with previous studies, these finding Finally, the use of social media in travel
showed that identification and internalization planning had a positive influence on increasing
had a positive influence on increasing perceived actual travel-experience sharing behavior (path
enjoyment of knowledge and information shar- coefficient = 0.10, t = 2.24, p = .025); and
ing on social media. Compliance had a negative the experience with social media also positively
influence on increasing perceived enjoyment of related to actual travel-experience sharing on
104 JOURNAL OF TRAVEL & TOURISM MARKETING
social media (path coefficient = .28, t = 6.26, media sites. Time will tell if quality control
p = .0001). Therefore, H7 and H8 were sta- and accuracy should be investigated more dili-
tistically supported. These results demonstrate gently to ensure how shared information should
that with increased perceived enjoyment, the use be assessed and how it is being used.
of social media increases as a source in travel Our results suggest that the success of social
planning, and level of experience with social media depends on a user’s choice for social
media has a positive influence on sharing travel media use and the ability to share their experi-
experiences on social media. ences. Social media users committed to travel-
In sum, the study results supported a research experience sharing have used social media
model which predicted the effect of social for personally meaningful and rewarding goals
influence factors—i.e., internalization, identi- (internalization and identification). If users do
fication, and compliance—on actual travel- not perceive travel-experience sharing on social
experience sharing behavior as mediated by per- media as useful in achieving their goals, travel-
ceived enjoyment, use of social media in travel experience sharing behavior may not be pur-
planning, and social media experiences. More sued. As identified in this research, the goals
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importantly, this study identified the importance may be achieved through harmonious activities
of perceived enjoyment which is a consequence and interaction.
of social influence and determinant of social Another important implication is the nega-
media experiences and perceived usefulness as tive influence of compliance. Compliance leads
measured by social media use. to cognitive commitment to travel-experience
sharing which creates the potential for disap-
proval by other users (Malhotra & Galletta,
CONCLUSIONS AND IMPLICATIONS 2005). Therefore, in contrast to the affective
process underlying identification and internal-
The purpose of this study is to gain a better ization, a social process driven by compliance
understanding of why travelers share their travel may not create an enjoyable commitment to
experiences on social media. This study devel- knowledge and information sharing. Thus, a
oped an integrated research model based on functional menu where users can post their opin-
social influence theory and its three constructs— ions or evaluations about posted travel expe-
identification, internalization (personal norm), riences is at best uncertain. Therefore, travel
and compliance (social norm; Kelman, 1961) marketers may not provide a function where
and perceived enjoyment (Davis et al., 1992)— users can evaluate posted information. However,
to understand psychological commitment to comments on posted information (e.g., star rat-
a specific behavior, travel-experience sharing. ings) possibly influence users’ decisions to see
This study has significant implications for travel the information. Thus, the influence ratings have
marketers in the development of effective com- on decision making could be an area ripe for
munication strategies though social media and future inquiry. In sum, in designing social media
its user-generated content (UGC); in particu- or online travel communities, designers should
lar, shared travel experiences posted by users. ensure that users’ needs for internalization and
The results encourage tourism organization mar- identification, which are the components of the
keters to recognize social media as a platform affective process, are closely met while needs
where travelers share their travel experiences for compliance are minimized.
and search for independent and credible travel As Wang and Fesenmaier (2004b) empha-
information to plan their travel. Shared-travel sized, the online community on social media has
experiences on social media play a key role as been redefining travel markets by opening direct
a necessary marketing information source. One channels of communication among potential
note of caution is worth mentioning; since UGC travelers themselves as well as between them
is created by social media users, travel marketers and travel organizations. In this newly emerging
cannot control the quality and quantity of the communication environment, shared informa-
UCG on their own or other independent social tion and experiences will become more critical
Myunghwa Kang and Michael A. Schuett 105
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