Examining gender differences of social media use for activity planning and travel choices

Maria Karatsoli · Eftihia Nathanail

86 citations0/0 files storedEuropean Transport Research Review

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Transportation Planning and Optimization Digital Marketing and Social Media Human Mobility and Location-Based Analysis

Abstract

Abstract Background The explosive growth of social media has rendered them powerful communication channels. User generated content is an important source of inspiration and influence among web friends, it generates new activities and consequently affects mobility decisions. Whether to visit a place, or how to get to a place of interest are decisions that can be triggered through people’s interactions on social media. Objective The main objective of this paper is to investigate the influence of social media use on activity planning and travel arrangements for women and men. Methods An online survey was conducted to examine the social media use and the impact of the shared content for women and men, on the phase before any activity in an urban environment. Inferential statistics were applied to detect gender differences in a sample size comprised of 804 respondents. Result The significant results showed that the variables gender and social media use for activity planning and travel arrangements are associated with each other. Results have also indicated that the influence of reviews and ratings, photos/ videos and proposed transport mode on activity planning is gender dependent. Photos/ videos influence more often both women (m=3.47) and men (m=3.00) than reviews and ratings (m=3.21 for women and 2.94 for men). Both these contents influence more than proposed transport mode (m=2.62 and 2.37 for women and men). Conclusion The analysis of the results indicated that before an activity, both women and men tend to use majorly social media for activity planning and travel arrangements, while photos/videos influence women’s decisions more often than men.Travel arrangements of the majority of respondents would be influenced by a post of a designated account related to transport. Finally, social media use affects travel arrangements of both women and men more before performing an activity rather than during.

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References

2009Role of social media in online travel information search 2011Friendship and mobility 2018International Journal of Humanities and Social Science 2011Why people use social networking sites: An empirical study integrating network externalities and motivation theory 1982Tourism: Economic, Physical and Social Impacts 1983Tourism: Economic, Physical and Social Impacts 2004Fear appeals in social marketing: Strategic and ethical reasons for concern 2009Fear, guilt, and shame appeals in social marketing

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