Why disclose? Understanding users’ self-disclosure on hospitality and tourism social networking sites

Despite the proven link between user-generated content and the popularity of tourist destinations, research has left relatively unexamined the drivers of members’ self-disclosure on hospitality and tourism social networking sites (SNSs). Such work is important, because studies report that members of hospitality and tourism SNSs update their personal information and interact with other members significantly less than members of more traditional social media platforms. Accordingly, we draw on social exchange theory and self-regulatory theory to develop a theoretical model that connects perceived benefits and costs to self-disclosure in tourism. We add nuance to our model by examining whether these relationships differ across promotions vs. prevention-focused individuals. The model was empirically tested using structural equation modelling with data gathered from 509 members of two popular Chinese hospitality and tourism SNSs. The findings indicate that while reciprocity, popularity, self-presentation, security, and anonymity positively influence users’ self-disclosure on SNSs, privacy risk has a negative influence. Our findings also show differences across members who are promotion versus prevention focused. This study contributes to the existing literature by proposing a holistic model of self-disclosure on social networking sites. • Reciprocity & popularity fuel SNS sharing. • Privacy concerns reduce disclosure. • Self-presentation key to user engagement. • Model tested on Chinese tourism SNSs.