The Moderating Effect of Privacy Concern on Intrinsic Motivation and Actual Travel Sharing in Social Media
DOI:
https://doi.org/10.31674/ijmhs.2023.v07i01.005Abstract
This research examines the privacy concern as moderator in the relationship between multidimensional intrinsic motivation (knowledge, accomplishment, and stimulation) and actual travel sharing in social media. Research on privacy concern and intrinsic motivation on tourism perspective, so far, is relatively rare. A cross sectional survey was employed on 409 Indonesian millennial domestic tourists and data were analyzed using Partial Least Square (PLS). The findings from this study showed that knowledge, accomplishment, stimulation, and privacy concern had positive effects on actual travel sharing behaviour in social media. However, privacy concern only moderated the knowledge and travel sharing in social media. This study supports the paradox of privacy concern roles in social media and the importance of multidimensional intrinsic motivation in encouraging travel sharing. Thus, the managerial implications for tourism marketers are to develop low budget promotion through tourists’ voluntary sharing in social media.
Keywords:
Intrinsic Motivation, Self-Determination Theory, Actual Travel Sharing, Privacy Concern, Social MediaDownloads
References
Ana, M. I., & Istuador, L. G. (2019). The Role of social media and user-generated-content in millennials’ travel behaviour. Management Dynamics in the Knowledge Economy, 7(1), 87–104. https://doi.org/10.25019/MDKE/7.1.05
Arica, R., Cobanoglu, C., Cakir, O., Corbaci, A., Hsu, M.-J., & Corte, V. Della. (2022). Travel experience sharing on social media: effects of the importance attached to content sharing and what factors inhibit and facilitate it. International Journal of Contemporary Hospitality Management, 34(4), 1566–1586. https://doi.org/10.1108/IJCHM-01-2021-0046
Auliya, A. (2020). The Role of Advertising in Social Media on Holiday Destinations Choice Among the Millennial Travelers. TRJ Tourism Research Journal, 4(1), 75-85. https://doi.org/10.30647/trj.v4i1.83
Bhandari, R. S., & Bansal, A. (2018). A comparison of psychological and socio-economic factors affecting individual user’s social media behaviour. FIIB Business Review, 7(2), 126-134. https://doi.org/10.1177/2319714518789759
Chai-Arayalert, S. (2020). Smart application of learning ecotourism for young eco-tourists. Cogent Social Sciences, 6(1), 1772558. https://doi.org/10.1080/23311886.2020.1772558
Chen, C. H., Nguyen, B., Klaus, P. P., & Wu, M. S. (2015). Exploring electronic word-of-mouth (eWOM) in the consumer purchase decision-making process: the case of online holidays–evidence from United Kingdom (UK) consumers. Journal of Travel & Tourism Marketing, 32(8), 953-970. https://doi.org/10.1080/10548408.2014.956165
Choi, S., Kim, I., Cha, K., Suh, Y.-K., & Kim, K.-H. (2019). Travelers’ parasocial interactions in online travel communities. Journal of Travel & Tourism Marketing, 36(8), 888–904. https://doi.org/10.1080/10548408.2019.1657053
de Vries, L., Peluso, A. M., Romani, S., Leeflang, P. S., & Marcati, A. (2017). Explaining consumer brand-related activities on social media: An investigation of the different roles of self-expression and socializing motivations. Computers in Human Behavior, 75, 272-282. https://doi.org/10.1016/j.chb.2017.05.016
Duan, H., Fernández, G., van Dongen, E., & Kohn, N. (2020). The effect of intrinsic and extrinsic motivation on memory formation: insight from behavioral and imaging study. Brain Structure and Function, 225(5), 1561-1574. https://doi.org/10.1007/s00429-020-02074-x
Ferguson, R., Gutberg, J., Schattke, K., Paulin, M., & Jost, N. (2015). Self‐determination theory, social media and charitable causes: An in‐depth analysis of autonomous motivation. European journal of social psychology, 45(3), 298-307. https://doi.org/10.1002/ejsp.2038
Ferrer, J., Ringer, A., Saville, K., A Parris, M., & Kashi, K. (2020). Students’ motivation and engagement in higher education: The importance of attitude to online learning. Higher Education, 83, 317–338. https://doi.org/10.1007/s10734-020-00657-5
Gerber, N., Gerber, P., & Volkamer, M. (2018). Explaining the privacy paradox: A systematic review of literature investigating privacy attitude and behavior. Computers & security, 77, 226-261. https://doi.org/10.1016/j.cose.2018.04.002
Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., Black, W. C., & Anderson, R. E. (2018). Multivariate Data Analysis (Eight). Cengage.
Hew, J., Tan, G. W., Lin, B., & Ooi, K. (2017). Generating travel-related contents through mobile social tourism : Does privacy paradox persist ? Telematics and Informatics, 34(7), 914–935. https://doi.org/10.1016/j.tele.2017.04.001
Ioannou, A., Tussyadiah, I., & Miller, G. (2021). That’s private! Understanding travelers’ privacy concerns and online data disclosure. Journal of Travel Research, 60(7), 1510-1526. https://doi.org/10.1177/0047287520951642
Kim, J. H. (2018). The impact of memorable tourism experiences on loyalty behaviours: The mediating effects of destination image and satisfaction. Journal of Travel Research, 57(7), 856–870. https://doi.org/10.1177/0047287517721369
Koohang, A., Paliszkiewicz, J., & Goluchowski, J. (2018). Social media privacy concern: trusting beliefs and risk beliefs concern. Industrial Management and Data Systems, 118(6), 1209-1228. https://doi.org/10.1108/IMDS-12-2017-0558
Liang, C. C., & Shiau, W. L. (2018). Moderating effect of privacy concerns and subjective norms between satisfaction and repurchase of airline e-ticket through airline-ticket vendors. Asia Pacific Journal of Tourism Research, 23(12), 1142-1159. https://doi.org/10.1080/10941665.2018.1528290
Lojo, A. (2020). Young Chinese in Europe: Travel behavior and new trends based on evidence from Spain. Tourism: An International Interdisciplinary Journal, 68(1), 7-20. https://doi.org/10.37741/t.68.1.1
Luo, N., Wang, Y., Jin, C., Ni, Y., & Zhang, M. (2019). Effects of socialization interactions on customer engagement in online travel communities. Internet Research, 29(6), 1509-1525. https://doi.org/10.1108/INTR-08-2018-0354
Malchrowicz-Mośko, E., Zarębski, P., & Kwiatkowski, G. (2020). What Triggers Us to Be Involved in Martial Arts? Relationships between Motivations and Gender, Age and Training Experience. Sustainability, 12(16), 6567. https://doi.org/10.3390/su12166567
Muslim, A., Harun, A., Ismael, D., & Othman, B. (2020). Social media experience, attitude and behavioral intention towards umrah package among generation X and Y. Management Science Letters, 10(1), 1-12. https://doi.org/10.5267/j.msl.2019.8.020
Nuzulita, N., & Subriadi, A. P. (2020). The role of risk-benefit and privacy analysis to understand different uses of social media by Generations X, Y, and Z in Indonesia. Electronic Journal of Information Systems in Developing Countries, 86(3), 1–17. https://doi.org/10.1002/isd2.12122
Oliveira, T., Araujo, B., & Tam, C. (2020). Why do people share their travel experiences on social media? Tourism Management, 78, 104041. https://doi.org/10.1016/j.tourman.2019.104041
Pop, R. A., Săplăcan, Z., Dabija, D. C., & Alt, M. A. (2022). The impact of social media influencers on travel decisions: the role of trust in consumer decision journey. Current Issues in Tourism, 25(5), 823–843. https://doi.org/10.1080/13683500.2021.1895729
Ryan, R. M., & Deci, E. L. (2020). Intrinsic and extrinsic motivation from a self-determination theory perspective: Definitions, theory, practices, and future directions. Contemporary educational psychology, 61, 101860. https://doi.org/10.1016/j.cedpsych.2020.101860
Su, L., Yang, X., & Huang, Y. (2022). How do tourism goal disclosure motivations drive Chinese tourists' goal-directed behaviors? The influences of feedback valence, affective rumination, and emotional engagement. Tourism Management, 90, 104483. https://doi.org/10.1016/j.tourman.2021.104483
Vallerand, R. J. (1997). Toward a hierarchical model of intrinsic and extrinsic motivation. In Advances in experimental social psychology (Vol. 29, pp. 271-360). Academic Press.. https://doi.org/10.1016/S0065-2601(08)60019-2
Van Schaik, P., Jansen, J., Onibokun, J., Camp, J., & Kusev, P. (2018). Security and privacy in online social networking: Risk perceptions and precautionary behaviour. Computers in Human Behavior, 78, 283-297. https://doi.org/10.1016/j.chb.2017.10.007
Vu, H. Q., Law, R., & Li, G. (2019). Breach of traveller privacy in location-based social media. Current Issues in Tourism, 22(15), 1825-1840. https://doi.org/10.1080/13683500.2018.1553151
Wong, J. W. C., Lai, I. K. W., & Tao, Z. (2019). Sharing memorable tourism experiences on mobile social media and how it influences further travel decisions. Current Issues in Tourism, 23(14), 1773–1787. https://doi.org/10.1080/13683500.2019.1649372
Zhang, T., Jahromi, M. F., Hua, N., & Lu, L. (2020). Engaging customers with hospitality brands in social commerce activities. Journal of Hospitality and Tourism Technology, 11(4), 627–642. https://doi.org/10.1108/JHTT-04-2019-0056
Published
How to Cite
Issue
Section
License
Copyright (c) 2022 International Journal on Recent Trends in Business and Tourism (IJRTBT)
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
