Unveiling the Influence of Tourism Experience Value on Social Media Sharing Intentions and motivations: A Qualitative Ethnographic Study within the Context of Guided Tours

  • Abdallah El Maich Ibn Zohr University/Laboratory of Tourism and Innovation/Ecole Nationale de Commerce et de Gestion of Agadi
  • Mohamed Zniber Ibn Zohr University/Laboratory of Tourism and Innovation/Ecole Nationale de Commerce et de Gestion of Agadi


User-generated content (UGC) shared on social media significantly influences tourists' travel planning and decisions regarding destinations. Existing research has extensively examined the impact of UGC on tourists' intentions and behaviours, categorizing this influence into technological, user-related, and destination perception dimensions. However, limited qualitative research has thoroughly explored the factors contributing to the availability of UGC online. Scarcely researched, these factors include self-centred considerations, technological influences, and the tourism experience. Notably, the relationship between the value of tourism experience, sharing attitudes and intentions remains underexplored. To address this gap, our qualitative research utilizes an ethnographic approach to investigate how the value of a "guided tour" enhances tourists' content creation and sharing intentions. Thematic analysis of interviews with 30 participants reveals key components and themes, offering insights for local guided tour experiences. The findings provide practical implications and contribute theoretical insights, paving the way for further studies in the context of local guided tours.


Antón, C., Camarero, C., & Garrido, M.-J. (2018). Exploring the experience value of museum visitors as a co-creation process. Current Issues in Tourism, 21(12), 1406–1425. https://doi.org/10.1080/13683500.2017.1373753
Becker, L., & Jaakkola, E. (2020). Customer experience: Fundamental premises and implications for research. Journal of the Academy of Marketing Science, 48, 630–648.
Boswijk, A., Thijssen, T., & Peelen, E. (2007). The experience economy: A new perspective. Pearson Education.
Brewer, J. B., Zhao, Z., Desmond, J. E., Glover, G. H., & Gabrieli, J. D. (1998). Making memories: Brain activity that predicts how well visual experience will be remembered. Science, 281(5380), 1185–1187.
Caber, M., Albayrak, T., & Crawford, D. (2020). Perceived Value and Its Impact on Travel Outcomes in Youth Tourism. Journal of Outdoor Recreation and Tourism, 31, 100327. https://doi.org/10.1016/j.jort.2020.100327
Chung, N., Han, H., & Koo, C. (2015). Adoption of travel information in user-generated content on social media: The moderating effect of social presence. Behaviour & Information Technology, 34(9), 902–919. https://doi.org/10.1080/0144929X.2015.1039060
Cox, C., Burgess, S., Sellitto, C., & Buultjens, J. (2009). The Role of User-Generated Content in Tourists’ Travel Planning Behavior. Journal of Hospitality Marketing & Management, 18(8), 743–764. https://doi.org/10.1080/19368620903235753
Craig-Smith, S. J., & French, C. (1994). Learning to live with tourism. Pitman Publishing Pty Limited.
Cutler, S. Q., & Carmichael, B. A. (2010). The dimensions of the tourist experience. The Tourism and Leisure Experience: Consumer and Managerial Perspectives, 44, 3–26.
Duman, T., & Mattila, A. S. (2005). The role of affective factors on perceived cruise vacation value. Tourism Management, 26(3), 311–323.
Gârdan, I. P., Mauri, A., Dumitru, I., Gârdan, D. A., Maican, S. Ștefania, & Moise, D. (2022). User-Generated Multimedia Content Impact on the Destination Choice: Five Dimensions of Consumer Experience. Electronics, 11(16), 2570. https://doi.org/10.3390/electronics11162570
Gardial, S. F., Flint, D. J., & Woodruff, R. B. (1996). Trigger Events: Exploring the Relationship Between Critical Events and Consumers’ Evaluations, Standards, Emotions, Values and Behavior. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 9, 35–51.
Godovykh, M., & Tasci, A. D. (2020). Customer experience in tourism: A review of definitions, components, and measurements. Tourism Management Perspectives, 35, 100694.
Habibi, A., & Rasoolimanesh, S. M. (2021). Experience and service quality on perceived value and behavioral intention: Moderating effect of perceived risk and fee. Journal of Quality Assurance in Hospitality & Tourism, 22(6), 711–737.
Haji, S. A., Surachman, S., Ratnawati, K., & Rahayu, M. (2021). The effect of experience quality on behavioral intention to an island destination: The mediating role of perceived value and happiness. Accounting, 1221–1230. https://doi.org/10.5267/j.ac.2021.2.015
Holbrook, M. B., & Hirschman, E. C. (1982). The experiential aspects of consumption: Consumer fantasies, feelings, and fun. Journal of Consumer Research, 9(2), 132–140.
Hosany, S., Sthapit, E., & Björk, P. (2022). Memorable tourism experience: A review and research agenda. Psychology & Marketing, 39(8), 1467–1486. https://doi.org/10.1002/mar.21665
Hosany, S., & Witham, M. (2010). Dimensions of cruisers’ experiences, satisfaction, and intention to recommend. Journal of Travel Research, 49(3), 351–364.
Jennings, G., & Weiler, B. (2006). Mediating meaning: Perspectives on brokering quality tourist experiences. Quality Tourism Experiences, 57–78.
Jin, N. P., Lee, S., & Lee, H. (2015). The Effect of Experience Quality on Perceived Value, Satisfaction, Image and Behavioral Intention of Water Park Patrons: New versus Repeat Visitors: The Effect of Experience Quality. International Journal of Tourism Research, 17(1), 82–95. https://doi.org/10.1002/jtr.1968
Kim, H., & So, K. K. F. (2022). Two decades of customer experience research in hospitality and tourism: A bibliometric analysis and thematic content analysis. International Journal of Hospitality Management, 100, 103082.
Kim, J. H. (2009). Development of a scale to measure memorable tourism experiences. 141 f. Tese de doutoramento. Indiana University. School of Health, Physical ….
Kim, Y., Ribeiro, M. A., & Li, G. (2022). Tourism memory characteristics scale: Development and validation. Journal of Travel Research, 61(6), 1308–1326.
Knobloch, U., Robertson, K., & Aitken, R. (2017). Experience, emotion, and eudaimonia: A consideration of tourist experiences and well-being. Journal of Travel Research, 56(5), 651–662.
Larsen, S. (2007). Aspects of a psychology of the tourist experience. Scandinavian Journal of Hospitality and Tourism, 7(1), 7–18.
Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6), 69–96.
Lin, Z., & Rasoolimanesh, S. M. (2022). Sharing tourism experiences in social media: A systematic review. Anatolia, 1–15. https://doi.org/10.1080/13032917.2022.2120029
Munar, A. M., & Jacobsen, J. K. S. (2014). Motivations for sharing tourism experiences through social media. Tourism Management, 43, 46–54.
Neal, J. D., Sirgy, M. J., & Uysal, M. (1999). The role of satisfaction with leisure travel/tourism services and experience in satisfaction with leisure life and overall life. Journal of Business Research, 44(3), 153–163.
Oh, H., Fiore, A. M., & Jeoung, M. (2007). Measuring experience economy concepts: Tourism applications. Journal of Travel Research, 46(2), 119–132.
Parasuraman, A., Zeithaml, V. A., & Berry, L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. 1988, 64(1), 12–40.
Pine, J., & Gilmore, J. (1999). The Experience Economy: Work is Theatre and Every Business a Stage (Boston, MA: Harvard Business School Publishing).
Prebensen, N. K., Vittersø, J., & Dahl, T. I. (2013). Value co-creation significance of tourist resources. Annals of Tourism Research, 42, 240–261.
Pujiastuti, E. E., Soeprapto, A., Susanta, S., Utomo, H. S., & Maharaniputri, A. (2022). The role of perceived value in understanding tourist experience and post experience at heritage destinations. Jurnal Siasat Bisnis, 26(1), 35–56. https://doi.org/10.20885/jsb.vol26.iss1.art3
Rahmani, K., Gnoth, J., & Mather, D. (2018). Hedonic and eudaimonic well-being: A psycholinguistic view. Tourism Management, 69, 155–166.
Ryan, C. (1995). Researching tourist satisfaction: Issues, concepts, problems. Routledge.
Sheth, J. N., Newman, B. I., & Gross, B. L. (1991). Consumption values and market choices: Theory and applications. (No Title).
Skavronskaya, L., Moyle, B., Scott, N., & Kralj, A. (2020). The psychology of novelty in memorable tourism experiences. Current Issues in Tourism, 23(21), 2683–2698.
Song, H. J., Lee, C.-K., Park, J. A., Hwang, Y. H., & Reisinger, Y. (2015). The Influence of Tourist Experience on Perceived Value and Satisfaction with Temple Stays: The Experience Economy Theory. Journal of Travel & Tourism Marketing, 32(4), 401–415. https://doi.org/10.1080/10548408.2014.898606
Sweeney, J. C., Soutar, G. N., Hausknecht, D. R., Dallin, R. F., & Johnson, L. W. (1997). Collecting information from groups: A comparison of two methods. Market Research Society. Journal., 39(2), 1–14.
Tulving, E. (2002). Episodic memory: From mind to brain. Annual Review of Psychology, 53(1), 1–25.
Tung, V. W. S., & Ritchie, J. R. B. (2011). Exploring the essence of memorable tourism experiences. Annals of Tourism Research, 38(4), 1367–1386. https://doi.org/10.1016/j.annals.2011.03.009
Wang, D., Park, S., & Fesenmaier, D. R. (2012). The role of smartphones in mediating the touristic experience. Journal of Travel Research, 51(4), 371–387.
Williams, P., & Soutar, G. N. (2000). Dimensions of Customer Value and the Tourism Experience: An Exploratory Study.
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2–22.
How to Cite
El Maich, A., & Zniber, M. (2024, June 10). Unveiling the Influence of Tourism Experience Value on Social Media Sharing Intentions and motivations: A Qualitative Ethnographic Study within the Context of Guided Tours. Journal of Tourism and Heritage Research, 7(2), 295-323. Retrieved from http://www.jthr.es/index.php/journal/article/view/583