When and how sharing tourism experiences on social media backfires: TMSP model of sharing driven outcomes

Sharing tourism experiences on social media is a topical area in contemporary tourism research. However, existing studies tend to exclusively emphasise positive outcomes. This conceptual piece seeks to stimulate constructive discourse designed to reverse this misconception. Through the lens of Elaboration Likelihood Model and Impression Management Theory, we postulate the negative evaluation of tourism experiences may occur when intention to share interferes with the psychological engagement with an experience. Compounding this, negative evaluation can also potentially arise when sharing motivations are self-centred due to self-presentation concerns. This research proposes two theoretically informed caveats clarifying the underlying psychological mechanism which underpins how the negative evaluation is triggered. A conceptual model, termed TMSP model of sharing driven outcomes, is offered as a contribution designed to stimulate future empirical work on sharing tourism experiences on social media. To mitigate against the negative sharing driven outcomes, this research suggests theoretically and managerially relevant guidelines to produce desired outcomes and memorable experiences.