Dataset for understanding why people share their travel experiences on social media: Structural equation model analysis

Abstract

The data presented in this article relates to the individual in- trinsic and extrinsic motivations to share travel experience in social media. The 381 records were gathered in Portu- gal using an online survey. A statistical analysis of the data was carried out using partial least squares (PLS). This dataset shows a relationship between identification, internalization, and compliance to perceived enjoyment, and also, between perceived enjoyment, altruistic motivations, personal fulfill- ment, and self-actualization as well as security and privacy reasons to actual travel experience sharing. For further find- ings and interpretation, please refer to the research article entitled “Why do people share their travel experiences on so- cial media?”[1]. We suggest the use of this data to compare with data collected by other researchers to develop cross- country analyses based on the model proposed by Oliveira, Araujo, and Tam [1].