Why travellers share information online: a model of trust, innovativeness and loyalty in Generation Y travellers

Online social network (OSN) websites are increasingly gaining attention from both researchers and practitioners as more and more people use OSN websites to express their opinions about products and services. Particularly for youth, OSN websites provide new avenues for self-expression, self-creation and connectivity. This rapid development of Web 2.0 has influenced tourism industry such that travellers share information about hospitality products and services through OSN websites. Since information sharing is the pivotal role of OSNs, the purpose of this study is to investigate the antecedents and outcome of young travellers' information sharing behaviours in OSN websites. Findings indicate that personal innovativeness and trust in service positively influence consumers' information sharing behaviours in online contexts. Furthermore, the more information users share on social media, the more likely to stay loyal to the website.