From virtual voyeurism to social learning: effects of travel photo viewing on the behavior of social network users

Abstract

Basing on Social Learning Theory, this qualitative and exploratory work aimed to identify factors associated with viewing of travel photos on social networks that may affect the beliefs and behaviors of users in relation to the destination and its tourist practices. Results indicated that the photographs, as well as influence the process of forming the image of destinations, create informational content that facilitates the learning of users, through modeling. This process stimulates the reproduction of the behavior observed and influences travel desires and the intention to adopt new tourist activities. It was possible to identify the following variables influence on this learning process, including: 1) the strength of ties and identification between pairs (transmitter and receiver of visual message), 2) degree of novelty that the image presents to the observer photos 3) perception of self-efficacy for adoption of the observed behavior and 4) type of content represented.