Understanding Destination Value Co-Creation on Social Media: An Application of Travel Blog Analysis

The sharing of travel experiences through social media platforms reflects contemporary consumer culture, but it is still a phenomenon being researched in tourism literature. In this paper, we theorize that sharing travel experience through social media may operate as a distinct social communication process, and investigate how it contributes to the co-creation of destination value. A qualitative analysis of 97 travel blogs reveals three distinct themes that have the potential for co-creating destination value: motivation, memorable travel experiences, and advice. The results indicate that tourists and destination marketers interpret destination value differently in motivation. The sharing of memorable travel experiences and advice with readers and fellow tourists improves potential tourists’ cognition and emotional connection to the destination, thereby increasing the level of tourist destination engagement. The extension of the consumer socialization framework provides a deeper understanding of the destination value co-creation process, and provides useful insights for destination promotion and management.