In search of "likes": The influence of social media on consumer behavior in travel consumption

The evolution of social networks has generated important reflections on inter-personal relationships in the contemporary world. This theme is of great economic and socio-cultural importance in tourism. The present study aims to understand the interactive consumption of shared experiences on the social networks and its influence on tourist destinations. A qualitative study was carried out, using in-depth interviews and projection techniques, to identify how social media produce constructs of identity, the effects of the search for popularity, the desire of self-exhibit and, the need for approval as motivating factors for the choice of any one tourist destination and for sharing the travel experience. These analyses go beyond the constructs already studied in the literature on tourism and marketing that link the influence of social networks to consumer behavior.