Published Paper Details:

The vast amount of information available on all social media platforms influences traveler's destination choice. The growth of these platforms has made it easy for travelers and destination management organizations to share content in many forms. Video content has gained faster popularity and is being researched by many. Live streaming is made possible through platforms like Facebook Live, YouTube Live, Instagram Live, etc., which is the latest trend in video sharing. This study is proposed to examine why travelers post videos about their travel on social media. A conceptual framework based on the social influence theory is proposed to determine the behavior of travelers who post or share travel videos online. Understanding the effects of travel videos on all social media platforms could influence any traveler to promptly decide their travel choice and make it easy for organizations to market their destination in this digital world. The three concepts of the social influence theory help in categorizing the travelers based on how they perceive the videos as they decide to share them online. Therefore, this can help travel organizations gain an understanding of how to stimulate travel video sharing in social media.