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How Relational Incentives Motivate Guests to Post on Social Media About Their Restaurant Experiences

In: Information and Communication Technologies in Tourism 2026

Author

Listed:
  • Michael Beier

    (University of Applied Sciences of the Grisons)

  • Katrin Schillo

    (University of Applied Sciences of the Grisons)

Abstract

Word of mouth on social media is an important marketing channel for restaurants. Accordingly, restaurants aim to increase the number of positive social media posts and online reviews about them. But how can restaurant guests be effectively encouraged to post reviews and comments? Although numerous studies have examined the factors that influence the motivation to post on social media, uncertainty remains, particularly regarding social motives and influences. In this study, we introduced the concept of “relational incentives” and examined nine such incentives to determine their influence on people's motivation to post about their dining experiences on social media and online review platforms. Using survey data from 818 people in Germany and Switzerland, we analyzed the motivational influences of relational incentives in general, as well as the differences between various guest segments. Finally, we used an exploratory factor analysis to cluster the relational incentives into two groups. Our findings will help marketers, social media platforms, and restaurants encourage people more effectively to share their restaurant experiences on social media.

Suggested Citation

  • Michael Beier & Katrin Schillo, 2026. "How Relational Incentives Motivate Guests to Post on Social Media About Their Restaurant Experiences," Springer Proceedings in Business and Economics, in: Peter O'Connor & Mattia Rainoldi & Julia Neidhardt (ed.), Information and Communication Technologies in Tourism 2026, chapter 31, pages 459-472, Springer.
    • Handle: RePEc:spr:prbchp:978-3-032-23925-9_31
    DOI: 10.1007/978-3-032-23925-9_31
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