Does travel sharing type promote creativity? The serial mediation effect of self-concept clarity and self-efficacy

Creativity has emerged as a significant outcome in tourism benefits literature. However, existing research has yet to explore the impact of travel sharing, an increasingly popular and ubiquitous aspect of tourism, on individual creativity. Drawing on constructive-developmental theory, this study examines how different types of travel sharing (desirability vs. feasibility) influence individual creativity in everyday life. Five studies revealed that desirability sharing, compared to sharing focused on feasibility, is more effective in stimulating individual creativity. Additionally, the research suggests that clarity of self-concept and self-efficacy act as sequential mediators in this relationship while sharing motivation plays a moderating role. Bridging the world of tourism and everyday life, our study contributes to the literature on travel sharing and creativity, providing valuable insights for both tourists and marketers on leveraging the strategies of travel sharing to promote creativity.