Title: Why travellers share information online: a model of trust, innovativeness and loyalty in Generation Y travellers

Authors: Anupama Sukhu; Anil Bilgihan

Addresses: Department of Human Sciences, The Ohio State University, 1787 Neil Avenue, Campbell Hall, 100, Columbus, OH 43210, USA ' Department of Marketing, Florida Atlantic University, 777 Glades Rd, Boca Raton, FL 33431, USA

Abstract: Online social network (OSN) websites are increasingly gaining attention from both researchers and practitioners as more and more people use OSN websites to express their opinions about products and services. Particularly for youth, OSN websites provide new avenues for self-expression, self-creation and connectivity. This rapid development of Web 2.0 has influenced tourism industry such that travellers share information about hospitality products and services through OSN websites. Since information sharing is the pivotal role of OSNs, the purpose of this study is to investigate the antecedents and outcome of young travellers' information sharing behaviours in OSN websites. Findings indicate that personal innovativeness and trust in service positively influence consumers' information sharing behaviours in online contexts. Furthermore, the more information users share on social media, the more likely to stay loyal to the website.

Keywords: social media; travel; tourism; information sharing; Generation Y; knowledge exchange; trust; innovativeness; loyalty; online information sharing; social network sites; SNS; young travellers.

DOI: 10.1504/IJSEM.2014.062139

International Journal of Services, Economics and Management, 2014 Vol.6 No.2, pp.115 - 131

Available online: 30 May 2014 *

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