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You submitted: You bragged, I booked: An exploration of how social network behaviour influences destination choice

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Title: You submitted: You bragged, I booked: An exploration of how social network behaviour influences destination choice
Author: Lutes, Brittany
Department: School of Hospitality, Food and Tourism Management
Program: Tourism and Hospitality
Advisor: Elliot, Statia
Abstract: As social media users seek destinations based on how "Instagrammable" images of the destination will appear amongst their network, marketing organizations are at an advantage to capitalize on this trend. For the present study, participants tendencies towards conformity, being socially influenced, bragging, and social return were measured in conjunction with their desire to visit a trending destination. Willingness to share information and intensity of social network use preceded these four personality characteristics. An online survey was distributed to convenience samples, with four rounds of reminders, of which 305 responses were retained for analysis. It was found that Instagram users who have tendencies to conform or be socially influenced have a greater inclination to visit trending destinations. Alternatively, participants who have a tendency to use their Instagram as a means to brag or display social return have negative intention to visit trending destinations. This study provides Destination Marketing Organizations (DMO's) with insights on how social network behaviour influences braggarts and conformists differently when it comes to selecting travel destinations. Additionally, this study extends current theoretical implications as it relates to bragging and conforming in the context of social media.
URI: http://hdl.handle.net/10214/16047
Date: 2019-05
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