Mapping motivations for a Canadian leisure experience : impact of social media engagement
Subject
Destination Selection/Loyalty; Marketing; Millennials; Social Media/eWOM; Tourism; Tourist ExperienceAbstract
Mapping Motivations for a Canadian Leisure Experience seeks to reveal the impact
social media has on the leisure tourist experience in Canada. Desired experiences vary from
generation to generation. How influential are informally generated images shared through
modern day technology such as social media forums to the leisure experience of a tourist? Does
the impact override or align with the formal marketing message intended by destination
marketing professionals? Are tourist expectations inflated as a result of communications via
social media? Are experiences deflated due to hyper-communication? Are people too involved
with their devices to enjoy or be present during the lived moments that make up their tourist
experiences? This report offers an analysis of the impact of social media engagement during the
leisure experience on the experience itself through a qualitative discourse of perceptions, posted
social media images and text as shared by Australian Millennials as they travel and experience
the Canadian leisure landscape. This analysis generates informative data on the relationship
between Millennials, their leisure journey, and social media delivering a social media
engagement theory that is applicable to future research that seeks to gain further insight into the
effects of social media on leisure and travel.
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