Abstract
The purpose of this study was to investigate how image sharing behavior of travel destinations continues and spread on SNS. In order to achieve this goal, the effect of emotional attachment toward posting travel photos/videos both on word-of-mouth(WOM) intention to posting travel photos/videos and continuous sharing intention was investigated. Additionally, the moderating function of travel satisfaction was verified. After reviewing previous literature, the conceptual model was proposed. To empirically test the proposed model, survey was conducted targeting travelers who had posted their travel photos/videos on SNS. A total of 449 responses collected from travelers were analyzed using structural equation model analysis. The results revealed that emotional attachment to posting travel photos/videos had a positive impact on both WOM intention to posting travel photos/videos and continuous sharing intention. Additionally, travel satisfaction significantly moderated the effect of emotional attachment to posting travel photos/videos on WOM intention to posting travel photos/videos, while it did not moderate the effect of emotional attachment on continuous sharing intention. The results provide useful practical and academic implications to marketing managers.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
