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Sharing memorable tourism experiences on mobile social media and how it influences further travel decisions

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  • Jose Weng Chou Wong
  • Ivan Ka Wai Lai
  • Zhang Tao

Abstract

Tourists like to share their memorable experiences on mobile social media. This sharing behaviour may stimulate tourists’ future holiday intentions. Within an ethnic minority tourism setting in Guangxi Zhuang, this study examines the relationship between sharing memorable ethnic minority tourism experiences (MEMTEs) on mobile social media and intentions to visit other ethnic destinations. Partial least squares structural equation modelling and Sobel tests were performed to analyse survey data from 279 tourists. The results indicate that three dimensions of MEMTEs (scenery, entertainment, and interaction) affect tourists’ sharing behaviour and that sharing behaviour during trips mediates the effects of during-trip experiences (scenery and interaction) on tourists’ post-trip intentions to visit other destinations. This study explores MEMTE as the source of during- and post-trip behaviours, explains the role of sharing experiences, contributes a scale for measuring sharing behaviour, and makes recommendations for developing ethnic minority tourism.

Suggested Citation

  • Jose Weng Chou Wong & Ivan Ka Wai Lai & Zhang Tao, 2020. "Sharing memorable tourism experiences on mobile social media and how it influences further travel decisions," Current Issues in Tourism, Taylor & Francis Journals, vol. 23(14), pages 1773-1787, July.
    • Handle: RePEc:taf:rcitxx:v:23:y:2020:i:14:p:1773-1787
    DOI: 10.1080/13683500.2019.1649372
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    Citations

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    Cited by:

    1. Wenxi (Bella) Bai & Jiaojiao (Jane) Wang & Jose Weng Chou Wong & Xingyu (Hilary) Han & Yiqing Guo, 2024. "The soundscape and tourism experience in rural destinations: an empirical investigation from Shawan Ancient Town," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-12, December.
    2. Wenxi (Bella) Bai & Ivan Ka Wai Lai & Jose Weng Chou Wong, 2023. "Memorable Tourism Experience Research: A Systematic Citation Review (2009–2021)," SAGE Open, , vol. 13(4), pages 21582440231, December.
    3. Marios Sotiriadis & Shiwei Shen, 2022. "Tourist consumer-driven agility : A framework for tourism marketing," Post-Print hal-04088878, HAL.
    4. KARACA , Şükran & KEMERCİ , Murat & BARAN , Züleyhan, 2022. "The Effect Of Social Media Use And Self-Promotion On Travel Photo Sharing," Academic Review of Humanities and Social Sciences, Bursa Teknik Üniversitesi, vol. 5(1), pages 92-104.
    5. Lifu Li & Kyeong Kang & Yafei Feng & Anqi Zhao, 2024. "Factors affecting online consumers’ cultural presence and cultural immersion experiences in live streaming shopping," Journal of Marketing Analytics, Palgrave Macmillan, vol. 12(2), pages 250-263, June.

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