Abstract
Trends in tourism industry are dramatically changing with information communication technology such as Instagram, Facebook, and YouTube. In this respect, this study examined the impact of altruism on selfie-posting behavior using the model of goal directed behavior. To this end a Google survey was conducted for 293 respondents who experienced uploading their selfie more than 1 time. The results of this study reveal that altruism significantly influenced attitude, subjective norm, perceived behavior control, and positive and negative anticipated emotions toward selfie-posting. Also, the results show that attitude, subjective norm, and positive and negative anticipated emotions toward selfie-posting had significant impacts on desire which in turn influenced behavioral intention for selfie-posting. This study contributes to tourism literature by exploring the role of altruism in passengers’ decision making process in the context of selfie-posting.
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