Who am I if you can’t see me?: The “self” of young travellers as driver of eWOM in social media

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Styvén, Maria,1969-Luleå tekniska universitet,Industriell Ekonomi (author)

Who am I if you can’t see me? : The “self” of young travellers as driver of eWOM in social media

Article/chapterEnglish2018

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Emerald Group Publishing Limited,2018
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LIBRIS-ID:oai:DiVA.org:ltu-66904
https://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-66904URI
https://doi.org/10.1108/JTF-12-2017-0057DOI

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Language:English
Summary in:English

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Subject category:art swepub-publicationtype

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Validerad;2018;Nivå 2;2018-06-07 (andbra)
PurposeThe 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/approachAn 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.FindingsYoung 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/implicationsFuture 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 implicationsMillennial 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/valueThis 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.

Subject headings and genre

SAMHÄLLSVETENSKAP Ekonomi och näringsliv Företagsekonomi hsv//swe
SOCIAL SCIENCES Economics and Business Business Administration hsv//eng
eWOM
Generation Z
Millennials
social media
self
travel experience
Industriell marknadsföring
Industrial Marketing

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Foster, TimLuleå tekniska universitet,Industriell Ekonomi(Swepub:ltu)timfos (author)
Luleå tekniska universitetIndustriell Ekonomi (creator_code:org_t)

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In:Journal of Tourism Futures: Emerald Group Publishing Limited4:1, s. 80-922055-59112055-592X

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