You Want to go where? Shifts in social media behaviour during the COVID-19 pandemic

ABSTRACT

COVID-19 restrictions have transformed acceptable sociability, shifting behaviours toward technology-facilitated interactions as a substitute for face-to-face connectivity. Virtual communities are increasingly important forums to share leisure travel experiences while travel itself remains severely disrupted. Pre-pandemic posting about travel built social capital, reflecting values that were generally pro-tourism. However, instances of “shaming’ those continuing to travel during COVID-19 have devalued tourism’s social currency. To understand the impact of COVID-19 on travel-related self-disclosure patterns, the study analysed data from Canada’s destination marketing organization’s Instagram page over two peaks and one valley of the pandemic, uncovering several behaviours, including expressions of sentiment, popular for their simplicity and minimal risk, and affective advocacy, a riskier other-focused behaviour. From first peak to second, the use of self-focused behaviours went up, whereas the use of other-focused behaviours went down. The findings show how social calculus impacts patterns of self-disclosure, reshaping digital interactions associated with leisure.

KEYWORDS:

• Social media
• leisure travel
• self-disclosure
• COVID-19 pandemic
• social calculus

Disclosure statement

No potential conflict of interest was reported by the author(s).

Additional information

Notes on contributors

Statia Elliot

Dr. Statia Elliot is a Professor and Director of University of Guelph's School of Hospitality, Food and Tourism Management. She teaches graduate level courses and researches destination image, place branding and travel behaviour.

Michael William Lever

Dr. Michael W. Lever is a Sessional Lecturer and Post-Doctoral Researcher at the University of Guelph in the School of Hospitality, Food and Tourism Management. His research agenda focuses on consumer behaviour, digital marketing/social media, and brand advocacy.