Original scientific paper
EMOTIONS DURING SOCIAL MEDIA USAGE ACROSS TRAVEL STAGES: DREAMING, EXPERIENCING, AND SHARING
Ana Čuić Tanković
orcid.org/0000-0002-4383-684X
; University of Rijeka, Faculty of Tourism and Hospitality Management, Primorska 46, B.O. 97, 51410 Ika, Croatia
Abstract
This study explores the relationship between social media use and the emotions associated with planning and sharing trips on social media, focusing on the dreaming, experiencing, and sharing stages. Social media platforms based on Web 2.0 technology have revolutionized the way tourists plan and experience their trips and have significantly influenced their decision-making processes. This study aims to fill a gap in understanding potential travellers’ attitudes towards social media content at these stages. Using a structured questionnaire, data was collected from 168 social media users, who have travelled in the past year, and was analysed with PLS-SEM. The results show that the Dreaming and Experiencing phases significantly influence users' emotions, while the Sharing phase shows no significant influence. These results highlight the importance of engaging users emotionally in the Dreaming and Experiencing phases and suggest that companies should use immersive storytelling, experiential marketing, and personalized experiences. Despite the non-significant effect of the Sharing phase, optimizing this phase remains crucial for seamless transitions and higher user satisfaction. This study highlights the central role of emotion in user perception and behaviour and recommends that companies prioritize emotionally engaging initiatives to drive positive user experiences.
Keywords
social media; emotions; planning phase; dreaming phase; sharing phase; travel stages
Hrčak ID:
328988
URI
Publication date:
6.3.2025.
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