To share or not to share: Examining the stress of sharing tourism experiences on social media

Abstract

This study employs a mixed-methods approach to explore the stress individuals experience when sharing tourism experiences on social media, which is underexplored in existing tourism literature. Guided by the Stressor-Strain-Outcome model, a conceptual framework concerning the stress of sharing is developed and empirically tested using Generalized Structural Equation Model, incorporating six stressors, two coping strategies and two psychological linkages. Results highlight the critical role of positive self-presentation in sharing tourism experiences on social media. Through exploring people's coping strategies, the study advances understanding of human-technology interactions, and pinpoints the future research direction to the role of social media as the environment and the context rather than media content. This research also provides valuable practical insights for destination marketing organizations and tourism suppliers to better understand today's tourists and design appropriate products.

Rationale of this research

This study was motivated by the authors' shared experiences as active WeChat users who have personally encountered the psychological burden associated with sharing travel experiences on social media platforms. The dilemma of whether to share, what content to post, and how to present it has become a significant concern for many users. Through examining this phenomenon, we have gained a better understanding of the broader social transformations brought about by the widespread use of social media platforms.