An examination of Chinese social media profiles and travel information sharing

Abstract

The influence of social media has since beenrecognized by the travel industry and scholars alike as having a significant impact on consumer behavior. Thisstudy examined Chinese travelers and analyzed factors that would affect the amount and nature of social media travel information sharing behaviors. The data comprised five hundred and sixty social media extracted from two dominant social networks in China and had twenty one variables of interest. Social media travel information engagement was measured based on amount of information shared by participants. Findings indicate that both demographic characters and social media involvement levels have a significant impact on travel information sharing on social media networks.