Publication: The Influence Of Indonesian Millennials’ Motivations On Sharing Travel-Related Experiences In Social Media With Privacy Concerns As Moderator
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Date
2023-07
Authors
Septiari, Elisabet Dita
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Abstract
Understanding sharing behaviour among millennial domestic tourists is essential for enhancing the promotion of Indonesian tourism because they could become tourism marketing agencies when they share their travelling experiences on social media. Existing literature on tourism concerning the motivation and privacy issues related to travel-sharing behaviour in social media is hardly found. Therefore, based on self-determination theory (SDT) and communication privacy management (CPM) theory, this study identifies the influence of intrinsic and extrinsic motivation towards sharing travel-related experiences in social media, with privacy concerns as the moderator. An online survey with a cross-sectional method was employed to collect data. Purposive sampling was applied to collect 409 respondents. The respondents were millennials who became domestic tourists in Indonesia and shared their experiences on social media. A partial least square structural equation modelling approach was applied to analyze the data. Among the fourteen tested hypotheses, seven were accepted. Intrinsic motivation to know and intrinsic motivation to experience stimulation, integrated regulation, identified regulation, introjected regulation, and external regulation was proven to have a relationship with travel-related experiences in social media. However, the intrinsic motivation to accomplish was insignificant. Privacy concerns only significantly moderate the relationship between external regulation and travel-sharing behaviour.
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Keywords
Indonesian Millennials’ Motivations , Sharing Travel , Privacy Concerns