Investigating the facilitators and deterrents for sharing travel experiences on social networks

Social networks have provided a convenient platform for communication between users due to their ease of use and they have infiltrated people's social life with great speed. The purpose of this study is to investigate the factors affecting the sharing of travel experience in social networks, which are classified into two categories of facilitators and deterrents. Perceived pleasure, altruism and self-fulfillment variables as facilitators and personal variables, relationships, security reasons, and privacy were examined as deterrents. The present research is applied in terms of purpose and descriptive and correlational in terms of data collection. The statistical population of the study included tourists and visitors to the tourist destination of Babolsar city. The statistical sample was calculated based on Cochran's formula of 384 people. Simple random sampling method was used to select the sample. Data were collected through the distribution of a questionnaire. Data analysis was performed using SPSS24 and SmartPLS2 software package. Findings indicate the importance of the effect of deterrents and facilitators on sharing travel experiences on social networks and the results encourage tourism and marketing activists to become aware of the power of user-generated content through social media.