ENTER2017 eTourism Conference presentation

1. ENTER 2017 Research Track Slide Number 1
How was your Trip Experience while
you were obsessed with Social
Media?
- The influence of Compulsive Social
Media Usage on Trip Experience -
Seob-Gyu Songa
, Dae-Young Kimb
University of Missouri, U.S.
a
: Doctoral Student, sswq8@mail.missouri.edu
b
: Associate Professor, kimdae@missouri.edu

2. ENTER 2017 Research Track Slide Number 2
PHOTO-TAKING
Can you imagine that you do
not take photos during your
trip?

3. ENTER 2017 Research Track Slide Number 3
10
%
39
%
2%
Did NOT update their social media accounts
while traveling
Used a smartphone to take photos
Did NOT take photos
Source: ‘Topdeck Travel’, 31,000 people from 134 different
countries
From “Forbes”, January 2016

4. ENTER 2017 Research Track Slide Number 4
PHOTO TAKING IMPAIRMENT EFFECT
Linda A. Henkel (2014)
“The Influence of Taking Photos on
Memory for a Museum Tour”
Students were led on a museum tour and asked to take photos of certain
works of art and only observe others.
When they were tested the next day, they were less able to remember
details of objects that they had photographed.
This is what Henkel calls a “Photo-taking Impairment Effect.”

5. ENTER 2017 Research Track Slide Number 5
WHY?
1. Commemorating special
events & Remembering family
life
2. Communicating to their
peers, Forming their own
identity, and Bolstering social
bonds
Henkel says,
“Many times people are taking photos – NOT to serve as a later
memory cue, BUT rather to say this is how I’m feeling
right here, right now.”

6. ENTER 2017 Research Track Slide Number 6
PROBLEM IS…
1. Taking Photos
2. Posting Photos
3. Checking Social Media
If tourists are doing these
behaviors during their trips,…
Is it possible that they
appreciate or experience tour
destination fully ?
These behaviors could be
regarded as
‘Compulsive Behavior’.

7. ENTER 2017 Research Track Slide Number 7
COMPULSIVE BEHAVIOR
“A response to an uncontrollable drive or desire to obtain, use, or
experience a feeling, substance, or activity that leads the individual to
repetitively engage in behavior that will ultimately cause harm to the
individual and/or others” – O’Guinn & Faber, 1989
e.g., Compulsive buying, eating, gambling, exercise, hoarding, etc.
In this research, Compulsive behavior is…
1. Compulsive Photo-Taking
2. Compulsive Posting
3. Compulsive Checking comments and feedback

8. ENTER 2017 Research Track Slide Number 8
Research Model & Hypotheses
Social
Media
Usage
Compulsive
Behavior on
Social Media
Memorable
Tourism
Experience
Trip
Satisfaction
Memory of
Trip
H1H1
H1. Social Media Usage in ordinary life has positive influence on Compulsive Behavior
on social media during the trip.
H2. Compulsive Behavior on social media during the trip has negative influence on
Memorable Tourism Experience.
H3. Memorable Tourism Experience has positive influence on Trip Memory.
H4. Memorable Tourism Experience has positive influence on Trip Satisfaction.
H5. Trip Memory has positive influence on Trip Satisfaction.
H2H2 H4H4
H3H3 H5H5

9. ENTER 2017 Research Track Slide Number 9
MEASUREMENT SCALES
Social Media UsageSocial Media Usage
Compulsive BehaviorCompulsive Behavior
Memorable Tourism ExperienceMemorable Tourism Experience
Bergen Social Media Addiction Scale (Andreassen, Pallesen, &
Griffiths, 2016)
Revising ‘Compulsive Buying Scale (Faber & O’Guinn, 1992)’
Compulsive photo-taking / posting / checking social media
Kim, Ritchie, & McCormick, 2012

10. ENTER 2017 Research Track Slide Number 10
SURVEY
QUESTIONNAIRE CONSTRUCTIONQUESTIONNAIRE CONSTRUCTION
ONLINE SURVEYONLINE SURVEY
SAMPLESSAMPLES
By using ‘Qualtrics’, questionnaire was constructed
To collect samples, ‘mTurk.com’ was used
August 19th
to 24th
, 2016
A total of 197 usable sample

11. ENTER 2017 Research Track Slide Number 11
Analysis
DATA SCREENINGDATA SCREENING
DESCRIPTIVEDESCRIPTIVE
CONFIRMATORY FACTOR ANALYSISCONFIRMATORY FACTOR ANALYSIS
Missing value, Univariate outlier, Multivariate outlier
Demographics
Loadings, Composite Reliability, Validity
STRUCTURAL EQUATION MODELINGSTRUCTURAL EQUATION MODELING
Verification of hypotheses
Tools: EXCEL, SPSS, AMOS

12. ENTER 2017 Research Track Slide Number 12
DEMOGRAPHIC INFORMATION
Gender Ethnic
Male 78 (39.6%) White 147 (74.6%)
Female 119 (60.4%) Hispanic 14 (7.1%)
Age American Indian 1 (0.5%)
18-29 61 (31.0%) African American 16 (8.1%)
30-39 68 (34.5%) Asian 11 (5.6%)
40-49 33 (16.8%) Other 8 (4.1%)
50-59 25 (12.7%) Income
60 and over 10 (5.1%) < $20,000 20 (10.2%)
Education $20,000-39,999 42 (21.3%)
High School 14 (7.1%) $40,000-59,999 40 (20.3%)
Some College 63 (32.0%) $60,000-79,999 35 (17.8%)
Bachelor 87 (44.2%) $80,000-100,000 31 (15.7%)
Graduate 33 (16.8%) > $100,000 29 (14.7%)

13. ENTER 2017 Research Track Slide Number 13
CONFIRMATORY FACTOR ANALYSIS
Construct Loadings CR AVE
Social Media
Usage
.895 .591
SMU1 .643
SMU2 .701
SMU3 .663
SMU4 .853
SMU5 .878
SMU6 .838
Compulsive
Behavior
.924 .802
Photo taking .837
Posting .954
Checking
comments
.891
Construct Loadings CR AVE
Memorable
Tourism
Experience
.904 .576
Hedonism .870
Refreshment .731
Local Culture .712
Meaningfulness .823
Knowledge .652
Involvement .842
Novelty .648
• Loadings: Standardized loadings (>.6)
• CR: Composite Reliability (>.8)
• AVE: Average Variance Extracted (>.5)

14. ENTER 2017 Research Track Slide Number 14
Social Medial Usage Items
1. I have difficulties in focusing on my work due to my social media use.
2. I lose sleep over spending more time on social media.
3. My social media use interferes with doing social activities.
4. My family or friends think that I spend too much time on social media.
5. I feel anxious if I cannot access to social media.
6. I have attempted to spend less time on social media but have not succeeded.

15. ENTER 2017 Research Track Slide Number 15
CONFIRMATORY FACTOR ANALYSIS
Construct Loadings CR AVE
Trip Memory .910 .722
MEM1 .907
MEM2 .829
MEM3 .898
Trip
Satisfaction
.946 .814
SAT1 .914
SAT2 .888
SAT3 .917
SAT4 .890
• Loadings: Standardized loadings (>.6)
• CR: Composite Reliability (>.8)
• AVE: Average Variance Extracted (>.5)
Based on the results of CFA
and the validity test, all
constructs were satisfactory
required conditions.

16. ENTER 2017 Research Track Slide Number 16
CONFIRMATORY FACTOR ANALYSIS
CR AVE
MEM 0.910 0.772
SMU 0.895 0.591
MTE 0.904 0.576
SAT 0.946 0.814
CB 0.924 0.802
MEM SMU MTE SAT CB
0.879
-0.444 0.769
0.693 -0.206 0.759
0.730 -0.382 0.599 0.902
-0.419 0.795 -0.291 -0.418 0.89
5
Convergent Validity & Discriminant ValidityConvergent Validity & Discriminant Validity
Model FitModel Fit
Chi-square =381.404 (p-value = .000); df =210
RMSEA =.065; CMIN/df =1.816; TLI =.946; CFI =.955

17. ENTER 2017 Research Track Slide Number 17
STRUCTURAL EQUATION MODELING
Compulsive
Behavior
Memorable
Tourism
Experience
Trip Memory
Trip
Satisfaction
Social
Media
Usage
SM
U1
SM
U2
SM
U3
SM
U4
SM
U5
SM
U6
CB1 CB2 CB3
MTE
1
MTE
2
MTE
3
MTE
4
MTE
5
MTE
6
MTE
7
ME
M1
ME
M2
ME
M3
SAT
1
SAT
2
SAT
3
SAT
4
.795*** -.325***
.196*
.592***
.709***
***: <.001
*: <.05
Hypotheses Coefficient Results
Social Media Usage → Compulsive Behaviours (H1) .795*** Supported
Compulsive Behaviours → Memorable Tourism Experience (H2) -.325*** Supported
Memorable Tourism Experience → Memory (H3) .709*** Supported
Memorable Tourism Experience → Satisfaction (H4) .196* Supported
Memory → Satisfaction (H5) .592*** Supported

18. ENTER 2017 Research Track Slide Number 18
DISCUSSION
Compulsive
Behaviors
Trip
Experience
Negative
Social Media
Usage
Compulsive
Behaviors
Negati
ve
Ordinary Life
During the
trips
Achievement
Performance
Trip Memory
&
Satisfaction

19. ENTER 2017 Research Track Slide Number 19
IMPLICATIONS
Compulsive
Behaviors
Trip
Experience
Prepare Engaged Programs that tourists want to participate in
e.g., events, performances, etc.
Minimize Compulsive Behaviors

20. ENTER 2017 Research Track Slide Number 20
FUTURE RESEARCH
Destination TypeDestination Type
Examination the degree of compulsive behaviors during the trips
separately based on the types of tour destinations
e.g., Nature vs. City
Experimental DesignExperimental Design
To investigate the effects of compulsive behaviors on trip memory

21. ENTER 2017 Research Track Slide Number 21
I’m living inside a moment,
not taking pictures to save it.
- Drake, “The Resistance”

22. ENTER 2017 Research Track Slide Number 22
• Memories
– I have wonderful memories of my visit to the recent trip destination.
– I won’t forget my experience visiting the recent trip destination.
– I will remember many positive things about the recent trip destination.
• Screening Questions
– Have you made any domestic leisure trip in the past six months?
– Are you a professional or amateur photographer?
– Do you have social media account(s)?