Understanding the Social Media Use in Travel: Pre-, In- and Post- Travel

Social media play a significant role in the development of tourism industry; especially they shape traveler’s behaviour in the whole processes of travel. This study aims to explore the motivators to use social media at pre-, in- and post-travel stagesfrom the uses and gratifications perspective. This study conducted a qualitative study by interviewing 12 international students who are both social media users and travelers. The results show that technology gratification, content gratification, and social gratification are solid motivators for travelers to use social media. Further, the motivators vary at different stages of travel. The findings of this research generate additional insights into individuals’social media use following different phases and provide deepen understanding of travelers’ social media use according to their travel stages. This study also offers some practical advice for tourism operators on how to promote social media use in travel.