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Abstract

The main objective of the paper is to determine whether latent variables (constructs) regarding tourists' motivations can be found in the studied social media use behaviour of tourists. Design/methodology/approach: The study was carried out via an on-line survey questionnaire. Responses to questions were measured on a nominal or ordinal scale. Factor analysis was used in the data analysis. The subject of the study involves the use of social media by tourists and analyses their motivation. Findings: Tourists' motivators for using social media were identified and these are: 1) Visibility in the crowd, 2) Obtaining information about nearby events, 3) Building relationships with the local community, 4) Relying on the opinions of others. Research limitations/implications:The study was carried out only in one country. There are plans to expand the study area in the future in order to make international comparisons. Moreover, motivators were not identified by age group, which is planned in future studies. Practical implications: Identification of tourists' motivation to use social media enables city managers, tourism organisations and tourism facility managers to have a targeted impact on tourist behaviour. These activities can result in the desired objectives being achieved, e.g. relations between tourists and the local community will be built. This will also enable the identification of people who are motivated to be visible in the crowd and offer them cooperation in the promotion of tourist destinations or attractions. Social implications: Identification of tourists' motivators will make it possible to influence tourists in such a way that they will participate in solving problems of the local community or provide information on situations requiring intervention in the area of tourist attractions. Originality/value: New insights on latent variables concerning tourists' motivation when using social media have been provided. The paper is addressed to city managers, tourism organisations and tourism facility managers what will help them to improve the quality of provided services.