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Social media use for travel purposes: a cross cultural comparison between Portugal and the UK

Author

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  • Suzanne Amaro

    (Polytechnic Institute of Viseu)

  • Paulo Duarte

    (University of Beira Interior)

Abstract

Social media plays an important role in travelers’ planning and decision-making. Research has highlighted that the use of social media on travel planning may differ among countries, whereas culture may explain those differences. This article explores the use of social media for travel and compares United Kingdom and Portuguese citizens based on Hofstede’s cultural dimensions. Results revealed that travelers from both countries use social media essentially before travelling yet, some differences were found regarding the use after traveling and between social media consumption and creation. Travel marketers can use this knowledge to adapt social media strategies to country specific situations.

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  • Suzanne Amaro & Paulo Duarte, 0. "Social media use for travel purposes: a cross cultural comparison between Portugal and the UK," Information Technology & Tourism, Springer, vol. 0, pages 1-21.
    • Handle: RePEc:spr:infott:v::y::i::d:10.1007_s40558-017-0074-7
    DOI: 10.1007/s40558-017-0074-7
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    Cited by:

    1. Michela Fazzolari & Marinella Petrocchi, 2018. "A study on online travel reviews through intelligent data analysis," Information Technology & Tourism, Springer, vol. 20(1), pages 37-58, December.
    2. T. S. Stumpf & Christopher B. Califf & Joshua J. Frye, 2020. "Technological metaworlds in travel," Information Technology & Tourism, Springer, vol. 22(2), pages 273-296, June.
    3. Eleanor Kohler & Emmanuel Mogaji & İsmail Erkan, 2023. "Save the Trip to the Store: Sustainable Shopping, Electronic Word of Mouth on Instagram and the Impact on Cosmetic Purchase Intentions," Sustainability, MDPI, vol. 15(10), pages 1-18, May.
    4. Tatiana David-Negre & Arminda Almedida-Santana & Juan M. Hernández & Sergio Moreno-Gil, 2018. "Understanding European tourists’ use of e-tourism platforms. Analysis of networks," Information Technology & Tourism, Springer, vol. 20(1), pages 131-152, December.

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