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If You Travel, I Travel: Testing a Model of When and How Travel-Related Content Exposure on Facebook Triggers the Intention to Visit a Tourist Destination

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  • Kashmala Latif
  • Muhammad Yousaf Malik
  • Abdul Hameed Pitafi
  • Shamsa Kanwal
  • Zara Latif

Abstract

This study aims to examine the role of exposure to travel-related content posted by friends on Facebook in triggering the intention to visit a tourist destination (IVTD). The study further examines how travel-related content exposure is linked with IVTD, and why some travel consumers, unlike others, tend to trigger more IVTD in response to travel-related content exposure. The sample of the present study included 295 travel consumers who are users of Facebook in Pakistan. The hypothesized model is tested using PROCESS macros in SPSS 24.0. The findings of the study reveal that travel-related content exposure is positively associated with IVTD. The benign envy mediates the relationship between exposure to travel-related content posted by friends on Facebook and IVTD, but the online social identity moderated the relationship between exposure to travel-related content posted by friends on Facebook and IVTD such that high online social identity strengthened the impact of travel-related content exposure on IVTD, thus highlighting the pivotal role of online social identity in the comparison process. The study contributes to the tourism literature on social media and has practical implications for social media travel managers and advertisers. The travel managers and advertisers should develop marketing and communication strategies considering friends’ communications on Facebook as a factor that can influence travel consumers’ behavior and decision making.

Suggested Citation

  • Kashmala Latif & Muhammad Yousaf Malik & Abdul Hameed Pitafi & Shamsa Kanwal & Zara Latif, 2020. "If You Travel, I Travel: Testing a Model of When and How Travel-Related Content Exposure on Facebook Triggers the Intention to Visit a Tourist Destination," SAGE Open, , vol. 10(2), pages 21582440209, May.
    • Handle: RePEc:sae:sagope:v:10:y:2020:i:2:p:2158244020925511
    DOI: 10.1177/2158244020925511
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    Cited by:

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    4. Shamsa Kanwal & Abdul Hameed Pitafi & Muhammad Yousaf Malik & Naseer Abbas Khan & Rao Muhammad Rashid, 2020. "Local Pakistani Citizens’ Benefits and Attitudes Toward China–Pakistan Economic Corridor Projects," SAGE Open, , vol. 10(3), pages 21582440209, July.
    5. Beata Hysa & Aneta Karasek & Iwona Zdonek, 2021. "Social Media Usage by Different Generations as a Tool for Sustainable Tourism Marketing in Society 5.0 Idea," Sustainability, MDPI, vol. 13(3), pages 1-27, January.
    6. Jaeyoung Park & Beomsoo Kim & Sunhee Park, 2021. "Understanding the Behavioral Consequences of Upward Social Comparison on Social Networking Sites: The Mediating Role of Emotions," Sustainability, MDPI, vol. 13(11), pages 1-14, May.
    7. Han Lai & Abdul Hameed Pitafi & Noman Hasany & Tahir Islam, 2021. "Enhancing Employee Agility Through Information Technology Competency: An Empirical Study of China," SAGE Open, , vol. 11(2), pages 21582440211, April.
    8. Pitafi, Abdul Hameed & Rasheed, Muhammad Imran & Kanwal, Shamsa & Ren, Minglun, 2020. "Employee agility and enterprise social media: The Role of IT proficiency and work expertise," Technology in Society, Elsevier, vol. 63(C).
    9. Malik, Muhammad Yousaf & Latif, Kashmala, 2021. "Impact of outbound tourism on outward FDI," Annals of Tourism Research, Elsevier, vol. 91(C).

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