Abstract: Drawing on Theory of Reasoned Action (TRA) and Self-Determination Theory (SDT), this paper develops a research model of travel experiences sharing behavior in social media. In addition, this study tests the roles of the intrinsic motivation, extrinsic motivation, protective and acquisitive face orientations on the intention and behavior of sharing tourism experiences. Finally, this study examines how protective and acquisitive face orientations moderate the causal relations of sharing motivations and intention. Our data is collected from social media, and the research model and hypotheses are verified through a two-stage methodology. The results of this study can help make up for the theoretical gaps in the existing literature of sharing travel experience, and provide practical implications for tourism suppliers and social media platforms.

Key words: social media, intrinsic motivation, extrinsic motivation, travel experiences, face orientation