Literature review
Introduction
Technology is developing more and more every day. Mobile phones turned into smartphones, which offer a broad amount of possibilities for tourists (Wang et. al, 2014). More often, mobile technology is used to structure and improve the travel experience (Gretzel, 2010). In some cases, mobile phones are even the key factor of the tourist experience (Wang et. al, 2016; Neuhofer et. al, 2014). With the development of smartphones also the use of social media grew rapidly and has now become one of the most powerful online networking tools (Zeng & Gerritsen, 2014). It may be no surprise that also in the tourism world social media has gained great importance, whereas social media platforms make it possible for tourists to share their emotions and experiences online (Jacobsen & Munar, 2012). Web-based platforms made āreal-timeā sharing possible, which means that nowadays tourists can immediately share their travel experience online, even when the experience isnāt even over yet (Munar, 2010; Jansson, 2007). As a result tourists stay more and more connected with home while on holiday and the use of technology hereby influences the travel experience (Rosh-White & White, 2007) as friends and relatives can follow the tourist experiences of the traveler from their homes (Gretzel, 2010). Previous studies assume that mobile technology will grow even more and it will be highly embraced by future travelers thus enhancing the tourist experience (Neuhofer et. al, 2014). However, studies also have shown a critical approach to this assumption (Germann Molz & Paris, 2013; Hannam et. al, 2014) or even a contradiction by arguing that mobile technology decreases the tourist experience (Neuhofer, 2016). Whether sharing on social media positively influences the tourist experience and the motivation of tourists to share their experiences on social media hasnāt been (thoroughly) studied yet (Yoo & Gretzel, 2011; Berger & Schwartz, 2011; Bronner & de Hoog, 2011; Munar & Jacobsen, 2014). This leads to the urge of new research, where the effects of sharing tourist experiences through social media should be examined. Existing literature describes a direct connection between the tourist experience and the touristā emotions (Jennings & Weiler, 2006; Uriely, 2005; Ryan, 2002; Wang, 2000; Tung & Ritchie, 2011; Wang et. al, 2014).
Social media
Social media is defined by Kaplan and Haenlein (2010) as āa group of internet-based applications that build on the ideological and technological foundations of Web 2.0 and that allow the creation and exchange of user-generated contentā (p. 61). Zeng & Gerritsen (2014) argue that the development of social media simultaneously requires adjustments of its definition. Important characteristics of social media are the fact that it depends on technology, it is a communication tool which enables content creation and the fact that this āvirtual communityā affects peopleās behavior in real life (Zeng & Gerritsen, 2014). Many different types of social media are distinguished, like wikis, blogs, social network sites (like Twitter), media- sharing sites (like Flickr), review sites and voting sites (Munar & Jacobsen, 2014). A previous study of Jacobsen & Munar (2012) shows that all types of social media are used by tourists. Shared information on social media has become an important source for tourists in the phase of travel planning and it can even affect the decision- making process (Zeng & Gerritsen, 2014). However, not only knowledge but also tourist experiences are more often being shared through social media platforms (Munar & Jacobsen, 2014).
Sharing travel experiences
According to Tung & Ritchie (2011) a travel experience is defined as āan individualās subjective evaluation and undergoing (i.e. affective, cognitive and behavioral) of events related to his/her tourist activities that begins before (i.e., planning and preparation), during (i.e., at the destination) and after the trip (i.e., recollection)ā (p. 1369). In this study the main focus lays on the part of the travel experience during the trip, as real-time sharing makes it possible to immediately share travel experiences online while still at their holiday destination (Munar, 2010; Jansson, 2007). This allows tourists to maintain their relationships with home during their travel abroad (Munar & Jacobsen, 2014) whilst gaining new interpretation which shape and influence the current travel experience (Moores, 2003).
Baym (2010) argues that experiences are personal and each individual reacts different to tourism places or products. Besides, sharing travel experiences goes beyond sharing facts about basic holiday aspects such as the weather or price conditions. Through posting photographs or emoticons on social media also emotions, imaginations and fantasies about the travel experience are being shared (Baym, 2010). While the sharing of knowledge is often by means of textual and narrative content (like blogs or reviews), shared experiences consist usually of visual content like photographs or short videos (Munar & Jacobsen, 2013). This is enhanced by Konijn et. al (2016) as they state that visualization of travel experiences by posting photoās has become a great part of todays technological universe. Also, directly linked to making photo- graphs is sharing them online (Konijn et. al, 2016). As sharing behavior is of great impact on social relations during travel (Lo et. al, 2010) after a photograph is made, it is often shared with traveling companions and friends and relatives at home via social network platforms (Thrulow & Jaworski, 2011). Social media platforms such as Facebook and Instagram lowered the threshold to share photographs online, thus making it very easy for tourists to share their emotions and fantasies through visual content (Zeng & Gerritsen, 2014).
Emotions
Emotions are defined in the literature as affective states which are accompanied by powerful feelings and which can lead to a specific kind of behavior (Cohen & Areni, 1991). Also in tourism literature, theory about emotions is gaining recognition and itās role in the tourist experience is being researched more often (Hosany & Prayag, 2011). According to Tung and Ritchie (2011) emotions have a great impact on the creation of memorable tourist experiences. Aho (2001) even states that emotions are indispensable when speaking of tourism, where they are the core element of tourist experiences.
In the past, studies have shown that emotions can affect the satisfaction of tourists (de Rojas & Camarero, 2008; del Bosque & San MartĆn, 2008; Yuksel & Yuksel, 2007) and emotions can influence the behavior of tourists (Grappi & Montanari, 2011; BignĆ© et. al, 2005). In regards to tourism, emotions are frequently positive, as McIntosh & Siggs (2005) state that tourism experiences are regularly accompanied by feelings like satisfaction and pleasure. However, many factors contribute to the development of a travel experience, as mentioned before both affective, cognitive as well as behavioral components are included in the travel experience (Tung & Ritchie, 2011). This shows that many factors can lead to touristā emotions and this is a dynamic concept rather than something static.
As a result, every situation will lead to different emotions and therefore research is needed to fully understand the relationship between the travel experience and touristā emotions. Thus in this case, to fully understand touristā emotions when it comes to technology use, research should be conducted regarding the sharing of these travel experiences and the emotions that might occur doing so.
Sharing travel experiences and emotions
The arrival of social media brings new opportunities when it comes to self-directed connectivity. This phenomenon allows tourists to empower them- selves (Castells, 2001).
According to Qu and Lee (2011) participation in an online travel community results to positive feelings, like the sense of belonging, which subsequently may lead to sharing behavior. Previous studies show different motivations of sharing behavior on social media, differing from self-centered motivations to community-related motivations (Hsu et. al, 2007). Self-centered motivations include āgaining respect and recognition, increasing social ties, augmenting oneās self-esteem, enjoyment of online activity and achieving enhanced co- operation in returnā whereas community-related motivations relate to āsocial norms, interests, goals and feelings of solidarityā (Munar & Jacobsen, 2014, p. 48).
Existing literature and research shows the relevance of social media and sharing tourist experiences. Besides, tourist experiences are intertwined with emotions and according to tourism literature they have a great influence on the experience of tourists and they are even stated as the key element of tourist experiences. Despite advancements in this topic, there is still a need for further research on the relationship between sharing tourist experiences through social media and touristsā emotions.
The aim of this research was to find out whether sharing tourist experiences through social media is related to positive emotions and to find out both the motivates as well as the type of content behind this concept.
In order to do so, the following research questions have been established:
Is sharing travel experiences through social media related to positive emotions?
What makes tourists want to share their travel experience on social media?
What type of content do tourists share on social media while on holiday?
Curious for the answers? Check out my latest blog about this topic for the results!
References
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