Journal of Tourism Sciences 2023 KCI Impact Factor : 2.7
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pISSN : 1226-0533 / eISSN : 2713-6388
- https://journal.kci.go.kr/JTS
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An Exploratory Study of Barrier Factors of Travel Information Sharing Behavior on Social Media: Focusing on User’s Personality
- Journal of Tourism Sciences
- Abbr : JTS
- 2017, 41(1), pp.29-46
- DOI : 10.17086/JTS.2017.41.1.29.46
- Publisher : The Tourism Sciences Society Of Korea
- Research Area : Social Science > Tourism
Yejin Lee 1, Han, Jin-Seong 1, Yoon Ji-Hwan 1
1경희대학교
Excellent Accredited
ABSTRACT
As social media is gaining in importance these days, many people share their travel experiences through social media and share their memories with others. Nevertheless, there still exist many hidden people who gather their precious travel information without posting their results on social media. To find reasons for their behavior, this study finds barrier factors on travel information sharing behavior and tries to adjust them within the 5 big factor model. The study then distinguishes the differences between the personality and its perceived barrier by adjusting the market segmentation. Therefore, the survey was basically designed for people who have travelled within one year and not posted their travel experiences on social media. The results show barrier types consisting of ‘privacy’, ‘lack of inner motivations’ and ‘structural constraints’. Using cluster analysis, we divided the subjects into three groups according to their personality based on the big 5 factor model and investigated their characteristics. The results help to understand the hidden traveler’s reasoning behind their behaviors and gives insight to stakeholder to make them turn to travel information sharer.
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