Unravelling the dynamics of knowledge sharing in the tourism tips community: based on a cognitive-motivation-behaviour model

Shengyou Liu · Shaopeng Zhu · Zhiping Hou · Sai Zhu

6 citations0/0 files storedCurrent Issues in Tourism

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Knowledge Management and Sharing Digital Marketing and Social Media Expert finding and Q&A systems

Abstract

Investigating user behaviour in China's leading tourism community, Mafengwo.cn, this study unveils how cognitive capabilities and individual motivations drive knowledge sharing. Leveraging web crawlers, we extracted data from over 14,000 users and 22,000 travel footprints, applying hierarchical regression and Bootstrap method for analysis. Our innovative cognitive-motivation-behaviour model reveals that cognitive capability and motivation positively influence knowledge sharing. Notably, individual motivation mediates the impact of cognitive capability on knowledge sharing, with community status moderating this effect. These insights illuminate the dynamics of knowledge sharing in online tourism communities.

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2000Self-determination theory and the facilitation of intrinsic motivation, social development, and well-being.1989Social Cognitive Theory of Organizational Management 2020Tourist engagement and loyalty: gender matters?2021The influence mechanism of rewards on knowledge sharing behaviors in virtual communities 2016The impact of social media and offline influences on consumer behaviour. An analysis of the low-cost airline industry 2020The effect of commitment on knowledge sharing: An empirical study of virtual communities 2020Rural teachers’ sharing of digital educational resources: From motivation to behavior 2018Knowledge sharing behavior in online discussion communities: Examining behavior motivation from social and individual perspectives

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