In recent years, the issue of sustainability has received attention. The term “responsible tourism” has also become an important topic for social, economic, and environmental development. Responsible tourism considers how to maintain the interests of future generations, hoping to reduce the negative impact on local residents, damage and overload to the ecological resource during tourism. However, it can lead to overcrowding and environmental damage if travelers are encouraged to visit popular destinations by posts such as travel texts, pictures, or short videos on social media. That is, today's consumers are deeply influenced by social media messages and satisfy their personal social recognition by obtain the same items or visiting the same tourist destination as friends or others. A question is therefore revealed, what are the relationships between destination loyalty, motivation for social media posts, and responsible tourism? This study thus attempts to examine consumer perceptions and finds that the motivations for sharing tourist attractions on social media platforms are very diverse. The eight motivations for posting on social media platforms regarding tourist destinations have been found in this study, including social interaction, altruism, self-presentation, personal documentation, enjoyment, narcissism, show-off, and coolness. Higher social interaction, altruism, and personal documentation motivation are positively associated with increased destination loyalty when share the travel messages. Altruism and coolness play vital predictors of behavioral intentions of responsible tourism. The study's results should serve as a strategic reference for the government, related agencies, tourism operators, etc. to improve the environmental responsibility behavior of tourists.

Authors:
Hsiuhua Chang, Feng Chia University, Taiwan
Wan-Yi Wang, Feng Chia University, Taiwan
Ting-Yu Chang, Feng Chia University, Taiwan

About the Presenter(s)
Professor Hsiuhua Chang is a University Professor/Principal Lecturer at Feng Chia University in Taiwan

See this presentation on the full schedule – Sunday Schedule

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