UNDERSTANDING TOURISTS’ EXPERIENCE-SHARING BEHAVIOR ON SOCIAL MEDIA: A META-ANALYSIS
Vol. 134 No. 5S (2025), Tourism - Culture - Sustainability
Vol. 134 No. 5S (2025)

UNDERSTANDING TOURISTS’ EXPERIENCE-SHARING BEHAVIOR ON SOCIAL MEDIA: A META-ANALYSIS

Tourism - Culture - Sustainability
https://doi.org/10.26459/hueunijed.v134i5S.8184
Published 2025-12-31
Thi Thuy Van Nguyen
School of Hospitality and Tourism - Hue University
Nguyễn Thị Hồng Ngọc
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Keywords

English Experience sharing behavior
social media platforms
tourist experience
sharing motivation
technology
meta-analysis

Abstract

Tourist experience sharing on social media (SM) has become a critical factor in destination development strategies. This study aims to clarify the determinants of tourists’ sharing behavior, including both intention and actual behavior, using a meta-analytic approach. Based on 39 studies with 114 observations for each relationship, the results indicate that three key factors: tourist experience, sharing motivation, and technology have positive and statistically significant effects on sharing behavior. Specifically, tourist experience exerts the strongest influence on sharing intention, while sharing motivation has the greatest impact on actual sharing behavior; technology shows a moderate but significant effect on both dimensions. The study also confirms the varying strength of each factor and resolves inconsistencies found in previous research. Theoretically, this study develops a comprehensive three-factor model of tourist experience sharing on SMPs and provides quantitative evidence of the relative influence of each factor. Practically, the findings suggest that destination managers should focus on enhancing tourist experiences, stimulating sharing motivation, and improving technological infrastructure to foster both intention and actual sharing, thereby transforming tourists into active digital ambassadors for destinations.

https://doi.org/10.26459/hueunijed.v134i5S.8184
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