Analysing Ecotourists’ Satisfaction in Socialisation and Knowledge Sharing Intentions via Social Media

Consumer perception of knowledge-sharing in travel-related Online Social Networks

“…In the travel context, it was found that social support is a relevant reason for participation in online groups. The majority of tourists consider helping others as an important reason for sharing their experiences (Sarkar, Au, & Law, 2013). Additionally, tourists tend to share knowledge online because they want to prevent other people from selecting incorrect products and services (Munar & Jacobsen, 2014).…”

Value Co-Creation in Ecotourism: Finding Solutions in a Digital Era

“…There have been some studies on experiential value co-creation alongside ecotourism tour guides (Awuor et al, 2015), and on the effects of value co-creation on ecotourism's brand image (Revilla et al, 2016). Moreover, we have identified some studies on ecotourism value co-creation on social networking sites, which includes content generation by travelers on platforms like TripAdvisor about stays at ecolodges (Lu & Stepchenkova, 2012); co-creative behavior and social interactions among ecotourists in virtual communities (Chuang et al, 2013;Sarkar et al, 2015), as well as drivers to the socialization and exchange of knowledge by ecotourists using social networking sites (Sarkar et al, 2013).…”

“…Consumers can influence the value co-creation process, compete with companies in extracting value, and partner with them (Tussyadiah, I., & Zach, 2013); that is, as well as contributing through the expression of desires and needs, they get involved by offering their knowledge, skills, and resources. Sarkar et al (2013) show that ecotourists looking for opportunities to learn and generate knowledge, as well as to socialize experiences with their peers. To open up a dialogue with ecotourists, there is a need for ecotourism organizations to provide platforms that foster intense interaction between participants and formation of the relationships required to build a community (Füller, 2010).…”

“…As well as being useful co-creation tools, the technological mechanisms with which customers publish their opinions and comments also become important sources of marketing information (Grissemann & Stokburger-Sauer, 2012). Therefore, two-way communication platforms between users play an ever-more important role in facilitating word-of-mouth exchanges between ecotourists, a form of socialization that can lead in turn to knowledge sharing (Sarkar et al, 2013).…”

“…Hence, we refer in this study to ecotourism consumers as "ecotourists" in line with Sarkar et al (2013) who describe them as "anyone travelling with the primary motivation of viewing, enjoying and experiencing nature in a relatively undisturbed and uncontaminated natural area and undertaking at least one ecotourism experience during their trips". Ecotourists are motivated by the prospect of experiencing peace and quiet in a natural environment, being close to nature, learning about the natural environment, acquiring new emotional and adventurous experiences, and selfdiscovery (Weaver & Lawton, 2002).…”