Posting Travel Selfies: Harm or Blessing?

Abstract

Social networks are responsible for the success of selfie travel, that is, photo of yourself in connection with a tourist attraction. The nature of the dominantly shared content of travel photos indicates the formation of a new segment of travelers, for whom the goal is not only to experience the atmosphere of a unique place, but the desire to create the most liked selfie photo on the social network. The goal of our study was to identify factors which significantly affecting tourist's self-presentation, as well as to examine the homogeneity of the selfie travel segment of travelers. The obtained data were processed using the methods of regression analysis and cluster analysis. The result is the creation of a regression model of causal dependencies as well as the determination of group clusters of respondents who have similar attitudes, preferences and behavior depending on their relationship to the creation of selfies. The results of the study of tourists' behavior during a visit to a destination can be helpful for managers of tourist destinations.

Keywords

• travel selfies
• social media
• tourists’ photo-sharing behavior
• tourism