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Who wants to see what? : an exploratory qualitative study on how the level of Sensation Seeking influences preferences regarding visual online tourism content on social media

Krabbenborg, N.A.M. (2021) Who wants to see what? : an exploratory qualitative study on how the level of Sensation Seeking influences preferences regarding visual online tourism content on social media.

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Abstract:Objective: The purpose of this study is to provide in-depth and rich explorations and understandings of the visual social media preferences of travellers with different levels of the Sensation Seeking personality trait. This includes a possible difference between online and offline preferences, the difference in social media platforms and visual content themes. Method: An exploratory, qualitative study was established. 21 DMO-marketeers, travellers and tourism bloggers were interviewed to get an insight and deeper understanding of Sensation Seeking in the tourism social media research field. They were found through purpose and snowball sampling. Furthermore an infographic and semi-structured interview guides were created and the data was inductively analysed through a three step coding process. Results: It is found that online content should be similar to offline Sensation Seeking preference. However, it is also expected that low Sensation Seekers are interested in both types of content and high Sensation Seekers only in high Sensation Seeking content. Additionally, it was found that Instagram presumably fits both low and high Sensation Seekers, Snapchat high Sensation Seekers and Pinterest low Sensation Seekers. Finally, it became apparent that the content themes of low and high Sensation Seeking are mostly in line with previous research. Conclusions: It is suggested that extremity bias might play a role when the content shown on social media is a bit more extreme than that of the real world counterpart. Further research should be done about this. Furthermore, the high Sensation Seeking fit of Snapchat and the low Sensation Seeking fit of Pinterest could both be because of age.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/86204
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