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The identification of SM drivers influencing tourists’ PEB for the tourism…

- - - - digital community
      - exchange of experience
      - social identification
        Bulent and Hancer (2022)
      - dvpmt of strong bonds with fellow travellers
    - - continuous info flow
      - educating and raising awareness
      - empowerement (of the TCJ)
      - SM influencers > sharing expertise on specific domain Bulent and Hancer (2022)
    - - motivator/incentive
      - self-esteem booster (Garcia et al., 2013)
      - sense of recognition
- - - - non-biased
      - honest
      - authentic
      - reliable
      - personal
    - - seek advice
      - dif. sources of info
      - specific details
      - minimize risks associated with purchase of tourism products
    - - content source & trustworthiness
        
        Family & friends
        
        C2C (fellow travellers)
        
        B2C
    - - positive
      - negative
      - inexistent
- - - - E-wom
        
        High inluence
      - customer engagement
      - interactive content
        
        audio-visual cues
        
        pictures
        
        videos
        
        hashtags
      - digital traveller community
      - overcome distrust and transparency issues from official sources - Tölkes (2020)
        
        for e.g eco-certifications and greenwashing
    - - Pre-travel - Gulati, 2021; Martínez-Navalón et al., 2020
        
        level and clarity of pro-envtal info provided online - Tölkes, 2020
        
        facilitation and access to wide choice of eco-resp. travel offers
        
        Awareness/education
      - Social & Personal norms (Han et al., 2021; Juvan and Dolnicar, 2017
        
        Norm Activation Theory (NAT)
        
        Awareness of consequences
        
        Ascription of responsibility
        
        Moral obligations
        
        SM - Han et al. (2023)
        
        trigger cognitive & emotional reactions
        
        consensus beliefs/norm cascade - Kapoor et al., 2021
        
        interpersonal interactions > reciprocal expectations > behavioral change - Han and Cheng, 2020
        
        mediating role in persuading consumers’ beliefs, attitudes and their behaviours (Han and Cheng, 2020)
        
        most used/promising channels: Tripadvisor/Instagram/Facebook (Varkaris and Neuhofer (2017); Harrigan et al. (2017)
- - - - Gen Z
        
        Insta travel influencers
        
        high engagement during entire travel journey
        
        pre-trip: short. visual, engaging content / online review websites/family&friends recs
        
        during/post-trip: share their experience with online community
        
        trust positive comments from online travel community
      - Gen Y/Millenials
        
        reduce risks through info gathering
        
        use social media prior to & during holidays/create content via instagram/facebook/tripadvisor
        
        .
        
        Unique experiences
      - Gen X
        
        use of OTA, reviews, online apps
      - Boomers
        
        use of OTA/Search engines/facebook
        
        Spend most money
        
        package holidays
    - - +demanding
      - +complex
      - +sophisticated
    - - frequency of SM use
      - influence of positive/negative comments in travel planning
      - reliance/use of SM for trip planning