Seeking Validation in Digital Tourism: Social Desirability and Travel Sharing
Abstract
Information and communication technology (ICT) developments have fundamentally transformed the tourism industry, significantly influencing travel planning and experience-sharing behaviors in particular. Social media platforms enable individuals to meet their needs for identity construction and self-expression through content sharing. These sharing motivations are largely shaped by drivers such as the pursuit of social approval and the desire to be liked. This study examines the effects of social approval and the desire to be liked on the online sharing of travel experiences. Data obtained from 408 participants reveal that both factors have a significant impact on experience-sharing behaviors (social approval: R² = 0.926; desire to be liked: R² = 0.905). In addition, sharing motivations were found to differ across gender, income level, educational attainment, and generations. In particular, women, younger generations, and individuals with higher income and education levels are more likely to share their travel experiences. The findings provide important insights for understanding the dynamics of online self-presentation and for developing digital tourism marketing strategies. The study underscores approval-seeking patterns that shape individuals’ digital content-sharing behaviors.
Keywords
social approval, social desirability, social networking, travel information
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