Skip to main content
Log in

Social media use for travel purposes: a cross cultural comparison between Portugal and the UK

  • Original Research
  • Published:
Information Technology & Tourism Aims and scope Submit manuscript

Abstract

Social media plays an important role in travelers’ planning and decision-making. Research has highlighted that the use of social media on travel planning may differ among countries, whereas culture may explain those differences. This article explores the use of social media for travel and compares United Kingdom and Portuguese citizens based on Hofstede’s cultural dimensions. Results revealed that travelers from both countries use social media essentially before travelling yet, some differences were found regarding the use after traveling and between social media consumption and creation. Travel marketers can use this knowledge to adapt social media strategies to country specific situations.

This is a preview of subscription content, log in via an institution to check access.

Access this article

Price excludes VAT (USA)
Tax calculation will be finalised during checkout.

Instant access to the full article PDF.

Institutional subscriptions

Fig. 1

Source http://geert-hofstede.com/. Accessed 3rd March 2015

Similar content being viewed by others

References

Download references

Author information

Authors and Affiliations

Authors

Corresponding author

Correspondence to Paulo Duarte.

Rights and permissions

Reprints and permissions

About this article

Check for updates. Verify currency and authenticity via CrossMark

Cite this article

Amaro, S., Duarte, P. Social media use for travel purposes: a cross cultural comparison between Portugal and the UK. Inf Technol Tourism 17, 161–181 (2017). https://doi.org/10.1007/s40558-017-0074-7

Download citation

  • Received:

  • Revised:

  • Accepted:

  • Published:

  • Issue Date:

  • DOI: https://doi.org/10.1007/s40558-017-0074-7

Keywords

Navigation