Unravelling the dynamics of knowledge sharing in the tourism tips community: based on a cognitive-motivation-behaviour model

ABSTRACTInvestigating user behaviour in China's leading tourism community, Mafengwo.cn, this study unveils how cognitive capabilities and individual motivations drive knowledge sharing. Leveraging web crawlers, we extracted data from over 14,000 users and 22,000 travel footprints, applying hierarchical regression and Bootstrap method for analysis. Our innovative cognitive-motivation-behaviour model reveals that cognitive capability and motivation positively influence knowledge sharing. Notably, individual motivation mediates the impact of cognitive capability on knowledge sharing, with community status moderating this effect. These insights illuminate the dynamics of knowledge sharing in online tourism communities.KEYWORDS: Knowledge sharing behaviourtourism tips communityself-determination theorysocial cognitive theorycognitive-motivation-behaviour model AcknowledgmentsThe authors would like to sincerely thank the editor and reviewers for their kind comments.Author contribution statementShengyou Liu: Conceptualization, Methodology, Investigation, Supervision, Funding acquisition. Shaopeng Zhu: Investigation, Writing–original draft, Writing–review & editing, Visualization. Zhiping Hou: Conceptualization, Methodology, Formal analysis, Data curation, Writing–original draft. Sai Zhu: Conceptualization, Validation, Project administration, Supervision.Disclosure statementNo potential conflict of interest was reported by the author(s).Data availability statementThe raw data supporting the conclusions of this article will be made available by the authors, without undue reservation.Additional informationFundingThis research supported by the National Natural Science Foundation of China (Grant No. 71962005).