A Choice-based conjoint analysis of social media picture posting and souvenir purchasing preference: A case study of social analytics on tourism

作者：

Highlights：

• Tourists with different frequency of posting trip pictures (PTP) on social media always have different souvenir purchasing preferences.

• If tourists' PTP frequency rise, their souvenir preferences for ”Availability” will increase, and the preferences for "Uniqueness" will decrease.

• With the increase in the frequency of tourists' PTP, their willingness to pay (WTP) for souvenirs exhibiting high availability rises significantly, and note that the highest is the tourists (Always PTP) with the WTP reaching US$35.39.

• With the decrease of tourists' PTP frequency, their WTP for the medium level of the souvenir attribute "Uniqueness" fluctuates around US$15, and the WTP for the high level of "Uniqueness" rises to US$ 36.42 continuously.

摘要

•Tourists with different frequency of posting trip pictures (PTP) on social media always have different souvenir purchasing preferences.•If tourists' PTP frequency rise, their souvenir preferences for ”Availability” will increase, and the preferences for "Uniqueness" will decrease.•With the increase in the frequency of tourists' PTP, their willingness to pay (WTP) for souvenirs exhibiting high availability rises significantly, and note that the highest is the tourists (Always PTP) with the WTP reaching US$35.39.•With the decrease of tourists' PTP frequency, their WTP for the medium level of the souvenir attribute "Uniqueness" fluctuates around US$15, and the WTP for the high level of "Uniqueness" rises to US$ 36.42 continuously.

论文关键词：Social media,Souvenir preferences,Trip pictures,Purchasing behavior,Conjoint analysis

论文评审过程：Received 18 March 2021, Revised 26 July 2021, Accepted 3 August 2021, Available online 19 August 2021, Version of Record 19 August 2021.

论文官网地址：https://doi.org/10.1016/j.ipm.2021.102716