How does sharing travel experiences on social media improve social and personal ties?

Sharing travel experience on social media has become an important element of many people’s lifestyle, whether it be as a hobby, personal expression, economic rewards or other purposes. While previous studies have extensively investigated the significant role of social media in the sharing of travel experience and how it influences the travel decisions of others, very little research has examined on the travel-sharing behaviour of frequent travellers and how they select travel content and social media platforms on which share and how this sharing behaviour improves their personal ties. This study applied a qualitative research design focusing on 22 in-depth interviews with frequent travellers. The results revealed that frequent travellers have mindfully different sharing behaviour pre, during and post trips, and consider the needs and reactions of followers. Authenticity, uniqueness, relevancy, emotional connection, engagement, visual appeal and educational value of the experience are key factors in selecting what they share. Functionality, wide reach, visual appeal, engagement and the target audience were key in selecting effective social media platforms. Finally, sense of community, fostering empathy, communication with peers, memories together and documentation of their experiences were important in improving their personal ties. The results offer significant theoretical and practical implications.