Evolving self-conceptions of Chinese travellers suggested by their travel photo-sharing behaviours

Drawing data from online tourist discussion forums by using a netnographic approach, the aim of the study was to explore the ways that travel photo-sharing behaviours influence the evolution and development of Chinese travellers' self-concepts. Chinese tourists' narratives related to posting travel photos on social network sites (SNS) were analysed, based on the theories of self-concept and self-presentation. Five categories of self-conceptions relating to Chinese travellers’ photo-sharing behaviours on social network platforms were identified, including, public self, possible self, hidden self, unknown self, and filial self. The practical implications of this paper are also discussed.