Social media has changed travelers’ behavior in many aspects, including tourism experience sharing. This study examines the influence of tourism experience sharing on travelers’ posttrip evaluations, by considering three facets of experience sharing on social media: expressive writing, sharing on social media, and audience response on social media. Through an experimental design, this study reveals that (1) travelers’ posttrip evaluations increase when they write expressively about their positive travel experiences in a private setting; (2) travelers’ posttrip evaluations also increase when they share their positive travel experiences on social media, although the increase shows no significant difference between sharing and expressively writing about their experiences; and (3) constructive responses from online viewers increase travelers’ positive moods when they share positive travel experiences, thereby enhancing their posttrip evaluations.

社交媒体已在许多方面改变了旅行者的行为，包括旅游经验分享。这项研究通过考虑在社交媒体上分享体验的三个方面来研究旅游体验分享对旅行者的旅行后评价的影响：表达性写作，在社交媒体上分享以及在社交媒体上的受众反应。通过实验设计，这项研究表明：（1）当旅行者在私人场合表达自己的积极旅行经历时，他们对旅行后的评价会增加；（2）当旅行者在社交媒体上分享积极的旅行经历时，其旅行后评价也有所提高，尽管这种增长表明分享和表达他们的经历之间没有显着差异；