Do tourists’ personality traits moderate the relationship between social media content sharing and destination involvement?

ABSTRACT

This study investigates how the importance attached to consumer-generated content on social media affects the destination involvement. This study also examines the moderating role of personality traits between social media content and destination involvement. Data was collected from 586 respondents. Study results suggest that the importance attached to participant sharing and the importance attached to non-participant sharing affect destination involvement in a positive and significant way. In addition, the impact of the importance attached to participant sharing on involvement is more determinant for individuals where agreeableness, extraversion, openness, and conscientiousness traits are high.

KEYWORDS:

• Social media sharing
• customer-generated content
• destination involvement
• personality traits
• big-five

Disclosure statement

No potential conflict of interest was reported by the authors.

Additional information

Funding

This work was funded in great part by National Science Foundation Grant No. 0732233, “Learning Progressions for Scientific Inquiry: A Model Implementation in the Context of Energy.”