An analysis of factors of user generated content on social networks that motivate pleasure travel enthusiasts of Sri Lanka

Abstract

This research contributes to the knowledge of user generated content on social networks and how it can be used to motivate pleasure travellers. Different roles in the communication process of user generated content on social networks and how their qualities determine the effectiveness of content were explored. The research was focused on the pleasure travel enthusiasts of Sri Lanka. Pleasure traveling often involve hiking, trekking, rafting, sightseeing etc. within attractive destinations. This research examined the qualities that should be in the creator and in the message of user generated content to motivate a potential traveller. The hypothesis was derived with seven identified qualities that should possess in the ‘creator’ and in ‘content’ and they were tested using interviews and a questionnaire. Interviews were done with content creators and a questionnaire was distributed among pleasure travel enthusiasts to inquire whether the predetermined seven qualities of content are applicable to motivate pleasure travel enthusiast of Sri Lanka. It was concluded that, only five out of the seven qualities which were determined earlier has the power of motivating a pleasure traveller. Based on the study, author could drew a guiding framework for content creators and also determine that ‘identity disclosure’, ‘reputation’ and ‘storytelling ability’ of the creator and ‘clarity and construction’ and ‘usage of media’ of the content help in motivating potential travel enthusiasts.