Consumers are increasingly relying on user-generated content on social media for their awareness and subsequent decisions regarding travel destinations. This user-generated content – photos, comments, narratives and stories – is perceived by consumers to be more trustworthy and reliable compared to traditional sources of tourism information. ). Thus, understanding consumer motivations for sharing their travel through social media may provide tremendous advantage for tourism marketers.
Taylor, D.G. (2016, July). "(Don’t you) wish you were here?”: narcissism, envy and sharing of travel photos through social media: an extended abstract. Paper presented at the Nineteenth Academy of Marketing Science World Marketing Congress, Paris, France.
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