Understanding Tourists’ Social Networking Site (SNS) Intention with Regards to World Heritage Sites: The Role of Motivation and Overall Image

Abstract

With the growing recognition of sustainability and environmental protection, World Heritage Sites (WHSs) are becoming popular destinations among tourists. To promote heritage destinations in South Korea via social networking site (SNS) platforms, the importance of joint support from tourists to share their experiences should be emphasized. In this research, we aimed to assess the formation process of WHS tourists’ SNS intentions by adopting concepts of travel motivation and overall image. As a part of this study, a survey was conducted among 238 tourists currently living in South Korea who have visited WHSs within the country. The survey results showed that cultural, travel, and social motives led to the construction of the overall destination image. The overall image also affects SNS intention in a positive and significant regard. We also examined the mediating effect of overall image on the relationship between motives and SNS intention. The findings of this study provide further theoretical and practical contributions that can be used to help analyze tourists’ motivations and increase the number of international visitors to a particular country.