Differences between tourists in photographing and photo-sharing behaviours have been under-researched. We examined the influence of geographic origin and travel group composition on tourist photographing and sharing. Questionnaires were used to measure photographing and sharing frequency, while participant observation afforded a deeper examination of sharing processes. Findings showed differences in photography behaviour between solo and accompanied tourists. Tourists from some continents also took and shared photographs more frequently. Observations uncovered processes connecting sharing, photographing, and content of photographs. As user-generated content becomes increasingly influential in tourism management, attention to origin, group composition and other individual differences can help engage tourists in photographing and sharing.
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Why people conduct different sharing about their travel is unclear. Understudied areas include the roles of tourism activity type, tourist well-being, and social context. Under the framework of construal level theory, three studies which combined secondary data and experiments revealed that: 1) challenging (relaxing) tourism activities lead to more desirability (feasibility) sharing; 2) eudaimonia (hedonia) occupy the dominant position and mediate the relationship between challenging (relaxing) tourism activity and desirability (feasibility) sharing; and 3) social context induces the transformation of the relationship between eudaimonia and hedonia, and has a significant moderating impact on the mechanism of travel experience sharing type. Theoretical and managerial implications of travel experience sharing type and mutual transformation between eudaimonia and hedonia are discussed.
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