Means and standard deviations of variables measuring social media use during the travel process (n = 406)
| Item | Frequency and percent (%) (1 = Never; 7 = Every time) | Mean | SD | ||||||
|---|---|---|---|---|---|---|---|---|---|
| 1 | 2 | 3 | 4 | 5 | 6 | 7 | |||
| Pre-trip (mean = 5.42) | |||||||||
| Search ideas about destination options | 14 | 37 | 32 | 65 | 62 | 111 | 85 | 4.96 | 1.722 |
| 3.4% | 9.1% | 7.9% | 16.0% | 15.3% | 27.3% | 20.9% | |||
| Search information for screening choices of destinations | 6 | 24 | 28 | 66 | 59 | 131 | 92 | 5.24 | 1.544 |
| 1.5% | 5.9% | 6.9% | 16.3% | 14.5% | 32.3% | 22.7% | |||
| Confirm good destination choices | 7 | 18 | 20 | 61 | 58 | 138 | 104 | 5.40 | 1.494 |
| 1.7% | 4.4% | 4.9% | 15.0% | 14.3% | 34% | 25.6% | |||
| Search information about accommodation | 3 | 10 | 17 | 30 | 51 | 137 | 158 | 5.85 | 1.323 |
| 0.7% | 2.5% | 4.2% | 7.4% | 12.6% | 33.7% | 38.9% | |||
| Search information to screen choices of attractions | 3 | 11 | 14 | 57 | 60 | 138 | 123 | 5.63 | 1.344 |
| 0.7% | 2.7% | 3.4% | 14% | 14.8% | 34% | 30.3% | |||
| During-trip (mean = 5.19) | |||||||||
| Search information about specific attractions and leisure activities | 5 | 10 | 20 | 51 | 70 | 129 | 121 | 5.57 | 1.391 |
| 1.2% | 2.5% | 4.9% | 12.6% | 17.2% | 31.8% | 29.8% | |||
| Communicate with friends and acquaintances | 6 | 20 | 25 | 50 | 66 | 106 | 133 | 5.46 | 1.553 |
| 1.5% | 4.9% | 6.2% | 12.3% | 16.3% | 26.1% | 32.5% | |||
| Leisure purpose | 4 | 24 | 41 | 81 | 62 | 109 | 85 | 5.07 | 1.549 |
| 1.0% | 5.9% | 10.1% | 20.0% | 15.3% | 26.8% | 20.9% | |||
| Develop relationship with other travellers | 24 | 42 | 41 | 73 | 65 | 83 | 78 | 4.66 | 1.824 |
| 5.9% | 10.3% | 10.1% | 18.0% | 16.0% | 20.4% | 19.2% | |||
| Post-trip (mean = 4.95) | |||||||||
| Share photos and videos with friends and other travellers | 15 | 17 | 18 | 51 | 60 | 123 | 122 | 5.42 | 1.615 |
| 3.7% | 4.2% | 4.4% | 12.6% | 14.8% | 30.3% | 30.0% | |||
| Provide comments and reviews about travel experiences | 22 | 25 | 35 | 59 | 68 | 99 | 98 | 5.01 | 1.769 |
| 5.4% | 6.2% | 8.6% | 14.5% | 16.7% | 24.4% | 24.1% | |||
| Obtain ideas of inspiration for next trip | 39 | 33 | 57 | 81 | 58 | 63 | 75 | 4.42 | 1.895 |
| 9.6% | 8.1% | 14.0% | 20.0% | 14.3% | 15.5% | 18.5% | |||
| Item | Frequency and percent (%) (1 = Never; 7 = Every time) | Mean | SD | ||||||
|---|---|---|---|---|---|---|---|---|---|
| 1 | 2 | 3 | 4 | 5 | 6 | 7 | |||
| Search ideas about destination options | 14 | 37 | 32 | 65 | 62 | 111 | 85 | 1.722 | |
| 3.4% | 9.1% | 7.9% | 16.0% | 15.3% | 27.3% | 20.9% | |||
| Search information for screening choices of destinations | 6 | 24 | 28 | 66 | 59 | 131 | 92 | 1.544 | |
| 1.5% | 5.9% | 6.9% | 16.3% | 14.5% | 32.3% | 22.7% | |||
| Confirm good destination choices | 7 | 18 | 20 | 61 | 58 | 138 | 104 | 1.494 | |
| 1.7% | 4.4% | 4.9% | 15.0% | 14.3% | 34% | 25.6% | |||
| Search information about accommodation | 3 | 10 | 17 | 30 | 51 | 137 | 158 | 1.323 | |
| 0.7% | 2.5% | 4.2% | 7.4% | 12.6% | 33.7% | 38.9% | |||
| Search information to screen choices of attractions | 3 | 11 | 14 | 57 | 60 | 138 | 123 | 1.344 | |
| 0.7% | 2.7% | 3.4% | 14% | 14.8% | 34% | 30.3% | |||
| Search information about specific attractions and leisure activities | 5 | 10 | 20 | 51 | 70 | 129 | 121 | 1.391 | |
| 1.2% | 2.5% | 4.9% | 12.6% | 17.2% | 31.8% | 29.8% | |||
| Communicate with friends and acquaintances | 6 | 20 | 25 | 50 | 66 | 106 | 133 | 1.553 | |
| 1.5% | 4.9% | 6.2% | 12.3% | 16.3% | 26.1% | 32.5% | |||
| Leisure purpose | 4 | 24 | 41 | 81 | 62 | 109 | 85 | 1.549 | |
| 1.0% | 5.9% | 10.1% | 20.0% | 15.3% | 26.8% | 20.9% | |||
| Develop relationship with other travellers | 24 | 42 | 41 | 73 | 65 | 83 | 78 | 1.824 | |
| 5.9% | 10.3% | 10.1% | 18.0% | 16.0% | 20.4% | 19.2% | |||
| Share photos and videos with friends and other travellers | 15 | 17 | 18 | 51 | 60 | 123 | 122 | 1.615 | |
| 3.7% | 4.2% | 4.4% | 12.6% | 14.8% | 30.3% | 30.0% | |||
| Provide comments and reviews about travel experiences | 22 | 25 | 35 | 59 | 68 | 99 | 98 | 1.769 | |
| 5.4% | 6.2% | 8.6% | 14.5% | 16.7% | 24.4% | 24.1% | |||
| Obtain ideas of inspiration for next trip | 39 | 33 | 57 | 81 | 58 | 63 | 75 | 1.895 | |
| 9.6% | 8.1% | 14.0% | 20.0% | 14.3% | 15.5% | 18.5% | |||
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