Motivations to share travel experiences in online travel communities: The moderating effect of dissatisfaction

Document Type : Original Article

Author

Faculty of Tourism and Hotels, Alexandria University

Abstract

Online travel communities have become a crucial source of information for travelers in making their travel decisions. Therefore, it is important to understand the reasons behind members' willingness to share their travel experiences in these communities. This information is highly valuable for tourism stakeholders. This study examines the impact of five main motivations on the sharing behavior of travel experiences: Altruism, Perceived Enjoyment, Self-actualization, Reciprocity, and Perceived Social Support. Moreover, the study also explores the moderating effect of dissatisfaction on the relationship between these motivations and sharing travel experiences. To test these hypotheses, the researchers conducted Confirmatory Factor Analysis (CFA) using Amos and Structural Equation Modeling (SEM). They sent an online questionnaire to subscribers in online travel communities. The results confirmed that all five motivations have a significant impact on sharing travel experiences in online travel communities. Additionally, dissatisfaction had a moderating effect on the relationship between four motivations and sharing travel experiences, except for perceived social support. These findings have significant implications for marketers, managers, and social media managers.

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