Assessing the drivers to share the content on social media in tourism: the empirical evidence on a world heritage city

Abstract

Purpose. This study seeks to provide a greater understanding of the variables that influence travellers’ intention to participate in social media, paying special attention to (1) the direct impact of perceived usefulness (PU) of social media and (2) the moderating impact of tourists’ altruism and self-interest. Design/methodology/approach. The proposed conceptual model was empirically tested using an online questionnaire distributed to a sample of 394 tourists visiting a World Heritage city. Findings. The findings show that perceived social media usefulness has a significant effect on users’ intention to share experiences. Additionally, self-interest appears to moderate the relationship between perceived social media usefulness and users’ sharing intention, but the results do not support the moderating effect of altruism. Originality/value. Despite scholars’ growing interest in social networks as sources of tourist information, little is known about the aspects that encourage users’ participation in these platforms. This paper offers key contributions to the relevant literature in this field and offers compelling recommendations for tour operators' management of social networks.