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<p>This study attempts to evaluate the impact of the four critical constructs of altruism, innovativeness, self-enhancement, and involvement on the likelihood of creating travel-related content on social media in India. Due to prominence of user-generated content (UGC) in shaping travel decisions, there is limited understanding about how user-generated social media content influences tourists’ behavioural intentions in Indian context. Hence, this research is an initial endeavour to understand the motivations for social media content creation. After a thorough literature review, a conceptual framework is formed, and original research hypotheses are formulated. A purposive sampling technique was deployed to reach the respondents. The study uses survey data collected from 539 respondents using online data collection methods, field surveys, and social network data that are analyzed with structural equation modeling (SEM). The findings confirm the positive impact of innovativeness, altruism, self-enhancement, and involvement in travel-related content creation on social media. Involvement had the strongest impact followed by self-enhancement. Innovativeness had significant but least impact as compared to others. A major limitation of the previous studies was that the constructs of innovativeness, altruism, self-enhancement, and involvement, although of crucial importance, have never been investigated collectively in a holistic model so far. Therefore, this study expands the literature by simultaneously testing these constructs on travel-related content creation on social media. This research further explains determinants of content creation on social media through the lens of Social Exchange Theory and Expectation Confirmation Theory thereby extending these theories in the context of tourism. The study’s results offer practical guidance for tourism marketers to craft effective social media content strategies that enhance traveler engagement and influence decision-making. Additionally, the findings can inform the development of recommendation systems integrated with social media platforms to suggest personalized travel options and assist travelers in making informed choices. </p>

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Unpacking the drivers of tourists’ social media content creation: an empirical investigation

  • 期刊论文

  • 发表日期：

    2026年1月3日

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  • Sakshi Kathuria,
  • Urvashi Tandon,
  • Vasundhra

摘要

This study attempts to evaluate the impact of the four critical constructs of altruism, innovativeness, self-enhancement, and involvement on the likelihood of creating travel-related content on social media in India. Due to prominence of user-generated content (UGC) in shaping travel decisions, there is limited understanding about how user-generated social media content influences tourists’ behavioural intentions in Indian context. Hence, this research is an initial endeavour to understand the motivations for social media content creation. After a thorough literature review, a conceptual framework is formed, and original research hypotheses are formulated. A purposive sampling technique was deployed to reach the respondents. The study uses survey data collected from 539 respondents using online data collection methods, field surveys, and social network data that are analyzed with structural equation modeling (SEM). The findings confirm the positive impact of innovativeness, altruism, self-enhancement, and involvement in travel-related content creation on social media. Involvement had the strongest impact followed by self-enhancement. Innovativeness had significant but least impact as compared to others. A major limitation of the previous studies was that the constructs of innovativeness, altruism, self-enhancement, and involvement, although of crucial importance, have never been investigated collectively in a holistic model so far. Therefore, this study expands the literature by simultaneously testing these constructs on travel-related content creation on social media. This research further explains determinants of content creation on social media through the lens of Social Exchange Theory and Expectation Confirmation Theory thereby extending these theories in the context of tourism. The study’s results offer practical guidance for tourism marketers to craft effective social media content strategies that enhance traveler engagement and influence decision-making. Additionally, the findings can inform the development of recommendation systems integrated with social media platforms to suggest personalized travel options and assist travelers in making informed choices.