The Effects of Sharing Travel Experiences on Travel Happiness: Focusing on the Mediating Role of Online Social Support

Abstract

Recent studies have revealed the relationship between sharing travel experiences on SNS and travel happiness. Travelers build their own self-image and status on social network sites and enhance other travelers' travel decision-making and travel experiences by posting their experiences on SNS (Gretzel et al., 205). The number of 'likes' and 'comments' becomes the standard of popularity, which results in satisfaction with the responses improved self-esteem and happiness (Blease, 2015; Zell & Moeller, 2018). In tourism context, there are few studies on travel satisfaction and happiness through online social interactions. Therefore, the purpose of this study is to investigate the mediating role of online social support between sharing travel experiences and happiness.