Social media picture posting and souvenir purchasing behavior: Some initial findings

Almost one-half of pleasure travelers post travel pictures on social networking sites (Lo, McKercher, Lo, Cheung, & Law, 2011). Hence, this research explores whether travelers who post pictures on a social media site(s) of their trip otherwise known as ‘trip picture posters’ (TPPs) have different souvenir purchasing behaviors than those who do not engage in trip picture posting (non-TPPs). Findings indicate that TPPs are more apt to use souvenirs as gifts and souvenirs as evidence than non-TPPs. Further TPPs are more prone to purchase local and regional specialty items than non-TPPs. From a theory-building perspective, this study is one of the initial attempts to cross-pollinate the research streams of souvenir purchase behavior and social media usage. From a practical lens, these findings suggest that TPPs should be targeted with specific souvenir promotions.

► Those who post pictures on social media, purchase souvenirs differently to those who do not.
► Social media picture posters are more likely to purchase locally made souvenirs.
► Social media picture posters may be more sustainable tourists than non-posters.
► Potential relationship found between social media users and sustainable tourism.
► Wilkins (2011) scales measuring souvenir purchase motivations further validated.