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E:	Investigating the Role of Weibo in Generating Chinese Tourist Motivations:
The Application of Self-Determination Theory

Abstract
With the role model of Facebook and Twitter, social media has been tailored to satisfy the social needs of users in different countries. Weibo as an online social community gets the limelight in China and has been used as a marketing technique in tourism industry. The primary purpose of this paper is to assess Chinese users� travel motivations generated by Weibo using self-determination theory and to investigate the impact of travel motivations on users� satisfaction with Weibo. The results indicated that among the three components (social influence, social comparison, and self-determination) of self-determination theory, social influence and social comparison have significant impacts on Chinese users� satisfaction with Weibo. This study provides a new theoretical foundation for future research on social media and suggests marketing strategies targeting Chinese tourists.
Keywords: Self-determination Theory, Weibo, social influence, social comparison, collectivism culture  
Introduction
Since the emergence of the Internet in the mid-1990s, the meteoric development of social websites has initiated a new chapter in world culture in the form of what is referred to as �social media� (Tuten & Solomon, 2014). Social media creates an innovative playing field for the world that is viewed as the biggest cultural shift since the Industrial Revolution (Jaffrey, 2011). Many scholars have reached consent on the significant impact of social media on marketing activities (Kaplan & Haenlein, 2012; Greene & Kesselheim, 2010). Specifically, social media expands the reach of businesses to vigorous communities (Thackeray, Neiger, Hanson, & McKenzie, 2008), enhances visibility among existing and prospective consumers (Kotler, 2011), and builds brand credibility (Chen, Fay, & Wang, 2011). 
Among the many social media sites, Facebook, Twitter, and Instagram are probably the most widely recognized. However, these websites have been blocked in China since 2009 (Yu, Asur, & Huberman, 2011). Several primary internet companies in China have launched their social media services known as �Weibo� (Zhang, 2012; Bamman, O'Connor & Smith, 2012). A Weibo is a microblogging website supporting online chatting and communication. It is a form of social media that allows users to broadcast short messages to friends and followers and provide frequent and immediate updates on their activities, opinions, and statuses (Barnes et al., 2010). Weibo combines the functions of both Twitter and Facebook, but its market base includes mainly Chinese language users. Weibo has rapidly gained popularity across China since its advent. Yang and Cao (2012) addressed the social impact of Weibo as follows:
 �If a blogger has more than 100 fans, the influence of her/his posts is equivalent to an international magazine� If a blogger has more that more than 1 million fans, the influence of her/his posst is equivalent to a national newspaper. If a blogger has over 10 million fans, the influence of her/his posts is equivalent to a TV program�. 
Although the significance of Weibo has been widely realized, only sporadic studies have investigated Weibo with regard to marketing activities, especially in the tourism industry (Zhang & Xu, 2012). To the knowledge of the present authors, the limited existing studies on the topic of Weibo have primarily investigated the impact of Weibo on users� travel planning using a qualitative approach (e.g., Xiang & Gretzel, 2010). However, no previous studies have assessed how users generate tourism motivations via Weibo from a theoretical perspective. Even with regard to other social media platforms, previous studies have primarily focused on the external factors that motivate users� behavior, such as social media as an information source, for socializing, and as an entertainment platform (e.g., Manthiou, Chiang, & Tang, 2013; Wang & Fesenmaier, 2004). The present study aimed to fill the research gap with the employment of self-determination theory (SDT). 
Self-determination theory indicates that although people are often stimulated by external factors (e.g, rewards, grades, assessments), people are just as frequently motivated by intrinsic factors (e.g., interests, curiosity, caring) (Ryan, Kuhl, & Deci, 1997). The theory articulates a meta-theory that combines both intrinsic and extrinsic motivational factors to explain individuals� behavior and has been widely used to explain individuals� motivations in diverse fields, including healthcare (Williams et al., 2006), education (Standage, Duda & Ntoumanis, 2003), organizations (Gagne & Deci, 2005) and many others. Self-determination theory suggests three components of individuals� motivations to take actions; namely, social influence, social comparison, and self-determination. Social influence is defined as the amount of social pressure experienced by a target, and is also termed as �resultant force� (French & Raven, 1959) or �force field� (Latane, 1981). Social comparison explains a drive within individuals to gain accurate self-evaluations�(Festinger, 1954). Self-determination is the concept of a positive freedom that initiates actions (Doyle et al., 2010). 
The purpose of the present study was to examine the determinants of Weibo users� tourism motivations. Specifically, the authors developed and tested a model of the correlations between three components of SDT (self-determination, social comparison, and social influence) for Chinese users� travel motivations generated via Weibo and user satisfaction with Weibo. The present study is a pioneer in applying SDT to social media in the tourism industry, which provides a new angle on the evaluation of consumers� travel decision-making. From a practical perspective, the study can aid marketers in better predicting consumer behaviors and provide further guidance to improve the effectiveness of Weibo in the tourism industry. 
Literature Review
Social media 
Social media�is defined as "a group of Internet-based applications that build on the ideological and technological foundations of� HYPERLINK "https://en.wikipedia.org/wiki/Web_2.0" \o "Web 2.0" Web 2.0, and that allow the creation and exchange of� HYPERLINK "https://en.wikipedia.org/wiki/User-generated_content" \o "User-generated content" user-generated content" by Kaplan and Haenlein (2010, p 61). Social media is an interactive platform for users who have the same interests to share information, news, and thoughts via internet (G�ksu, 2014). The first social media, SixDegrees.com was introduced in 1997, was soon followed by Friendster, MySpace and Facebook. While Facebook, Twitter, Linkedin and Reffit are considered as probably the most successful social media over the globe today, they were blocked by Chinese government since 2009. 
Weibo is currently the most popular social media for China-based microblogs with more than 550 million users (China Internet information center, 2014). What�s more, there are almost 0.4 million official business blogs in Weibo which bring the income of a total 560 million dollars to the enterprises. An increasing number of international chain companies sign up their Weibo accounts to engage with Chinese consumers (China Internet information center, 2014). Therefore, Weibo has great potential in the global marketplace. Singh, Lehnert and Bostick (2012) indicated that the purpose of social media usage is significantly different from area to area (i.e., America, Europe and Asia) for either personal or business purposes. Therefore, it is anticipated that the study on Weibo would deliver valuable insights for industry practitioners in other countries.
Cultural impact on social media usage
Hofstede (1984) proposed a cornerstone cultural theory that describes the effects of a society's culture on the values of its members, and how these values relate to members� behavior. Hofstede (1984) suggested four dimensions of cultural variation: power distance, individualism/collectivism, uncertainty avoidance, and masculinity/femininity. Among the four dimensions, individualism/collectivism and power distance can be used to explain users� attitudes and behaviors on Weibo.  
Specifically, China is perceived as a Confucian collectivistic culture that shows strong group cohesion and conformity to social norms (Zigang & Fan, 2004). Chinese society has historically focused on social interests and collective actions and has de-emphasized personal goals and accomplishments (Michailova & Hutchings, 2006). Therefore, the Chinese are likely to behave in a communal way (e.g., social media) (Traindis, 2001). Along this line, Park et al. (2008) suggested that the consumption behavior of individuals in a collectivistic culture is explained via four values: materialism, conformity, the need for uniqueness, and social recognition. 
Materialism as a philosophical concept refers to the idea that nothing exists except for material matter (Armstrong, 2002). Conformity describes members who cherish the group welfare and public reputation (Chen, Wasti & Triandis, 2007). The need for uniqueness involves a feeling that sets individuals apart from the crowd, but in a manner that is appreciated by others (Rahman & Cherrier, 2010). Social recognition explains user behavior with regard to one�s social image (Ferguson, Young & Insel, 2002). These four values can explain how consumer behavior is formed on social media, specifically as it relates to Chinese users� choices of tourism products and services influenced by other members on Weibo (Yu et al. 2011).
Hofstede (1984) stated that "power distance is the extent to which the less powerful members of organizations and institutions (like the family) accept and expect that power is distributed unequally." Individuals in a society that exhibits a high degree of power distance accept without the need for justification hierarchies in which everyone has a place. Specifically, the less powerful members are inclined to accept that others possess higher power (De Mooij & Hofstede, 2002). Power distance has been used to explain consumer behavior; e.g., why the general public is inclined to imitate the consumption patterns of celebrities (McCracken, 1989). Social media (e.g., Weibo) maximizes the impact of celebrities on individual consumers� travel plans (Xiang & Gretzel, 2010). 
Self-determination theory
Self-determination theory (SDT) evaluates individuals� inherent growth patterns and internal psychological needs, which are the foundation of their self-motivation and personality integration (Ryan et al., 1997). Previous studies suggested that three components of needs are essential for facilitating optimal functioning of individuals� inner resources, which consequently contribute to personal well-being and social development, including the needs for competence (Harter, 1978; White, 1963), relatedness (Baumeister & Leary, 1995; Reis, 1994), and autonomy (DeCharms, 1968; Deci & Ryan, 1985). Based on the three categories of needs, Ryan and Deci (2000) identified three components of individuals� motivations to take actions; namely, social influence, social comparison, and self-determination. Self-determination theory has been widely used to explain individuals� motivations in diverse fields, such as employees� work motivations in organizational behavior (Gagne & Deci, 2005), adult smokers� health behavior changes for tobacco cessation (Williams et.al., 2006), adolescents� participation in optional school physical education (Standage et al., 2003), consumers� preferences for wine clubs�during travels (White & Thompson, 2009), and others.
Social influence
Social influence�occurs when an individual's emotions, opinions, or behaviors are affected by others (Cialdini & Goldstein, 2004). When presented with a force field, the target of influence has two alternatives (Cialdini & Goldstein, 2004): to confirm or keep with others, or to oppose and refuse to make changes (French, Raven, & Cartwright, 1959; Latane, 1981). 
Kelman (1958) identified social influence from three perspectives: compliance, identification, and internationalization. HYPERLINK "http://en.wikipedia.org/wiki/Compliance_(psychology)" \o "Compliance (psychology)"Compliance�describes when people appear to agree with others, but actually keep their dissenting opinions private (Cialdini & Trost, 1998). Identification describes when people are influenced by someone who is liked and respected (e.g., celebrities) (Fraser & Brown, 2002). HYPERLINK "http://en.wikipedia.org/wiki/Internalization" \o "Internalization"Internalization describes when people accept a belief or behavior and agree with it both publicly and privately (Kassin & Kiechel, 1996).
	Several previous studies have investigated social influence in the marketing and hospitality contexts. For example, Dholakia, Bagozzi, and Pearo (2004) confirmed the impact of social influence on consumers� participation in network- and small-group-based virtual communities. Butcher (2005)�investigated how social influence impacts consumers� repurchase intentions in cafes and notably confirmed the aspiration of respect from peers as a primary motivation of consumers. HYPERLINK "http://scholar.google.com/citations?user=GOxa1J4AAAAJ&hl=en&oi=sra"Schultz, Khazian, and Zaleski (2008) evaluated the influence of social norms (e.g., printed normative messages) both on guide and spur behavior.
Social comparison
Social comparison explains a drive within individuals to gain accurate self-evaluations�HYPERLINK "http://en.wikipedia.org/wiki/Leon_Festinger" \o "Leon Festinger"(Festinger, 1954). The theory describes how individuals assess their own opinions and capabilities by comparing themselves with others in order to reduce uncertainty (Suls & Wills, 1991). People are inclined to follow the behaviors of others who have similar characteristics, including age (e.g. Murray et al.,�HYPERLINK "http://www.jstor.org/stable/10.1086/586910" \l "rf33"1984), personality attributes (e.g. Carli, Ganley & Pierce-Otay,�HYPERLINK "http://www.jstor.org/stable/10.1086/586910" \l "rf8"1991), gender (e.g. White, Hogg, & Terry, 2002), and attitudes (e.g. Suedfeld, Bochner, & Matas,�HYPERLINK "http://www.jstor.org/stable/10.1086/586910" \l "rf41"1971). Several previous studies in hospitality and tourism have investigated the effects of social comparison on consumer behavior. For example, Abou-Zeid and Ben-Akiva (2011) investigated the effect of social comparison on travel happiness, while Jani and Han (2013) employed the��big five factors� (BFF) of personality to explain the social comparison behaviors of hotel guests. Doran, Larsen, and Wolff (2014) suggested that people prefer to think of themselves as authentic or individualistic travelers rather than stereotyped tourists through peer comparison. 
Self-determination
Deci and Ryan (1985) initially proposed the term �self-determination�, which has been elaborated and refined by scholars over the past three decades (e.g., Hagger & Chatzisarantis, 2007; Heraclides, 2012; Gagn� & Deci, 2005; Ryan & Deci, 2000). Self-determination is the concept of a positive freedom which initiates actions (Doyle et. al., 2010). The actions exhibit free will and �up to us� behavior (Koskenniemi, 1994). Self-determination is an intrinsic motivation that engages individuals for their own sake (Deci et al., 1991). For example, individuals can pursue enjoyment and satisfaction derived from their performance (Deci & Ryan, 2000). Deci and Ryan (1985) suggested that intrinsically motivated people are likely to involve themselves in activities that appeal to them and take actions freely with a full sense of will and without the requirement of material incentives or punishments. Intrinsically motivated deeds show the prototype of self-determination which stems from the self and are by the self (Cochran, 2013). 
Consumer satisfaction 
Consumer satisfaction is defined as a comprehensive assessment based on a consumer�s total purchase and consumption experience with a product or service over time (Oliver, 2010). If the consumption experience of a product meets or surpasses a consumer�s expectations, he or she will be satisfied with the product. If the consumption experience of the product is lower than the consumer�s expectations, he or she exhibits dissatisfaction with the product. Consumer satisfaction has been widely recognized in marketing literature as an important business management strategy (Kandampully & Suhartanto, 2000) and a vital engine of the long-term profitability and market value of businesses in the hospitality industry (Wu & Liang, 2009). Particularly, in the context of social media consumers express their satisfaction/dissatisfaction by posting reviews (Chen, Fay, & Wang, 2011). 
The relationship between SDT and satisfaction
Previous studies have primarily investigated the three components of SDT as the motivations of life satisfaction, particularly with regard to groups living in poverty (Chakravarti, 2006). Niemiec and Ryan (2009) suggested that three primary psychological needs must be met for people to experience fulfillment with their existence: autonomy, competence, and relatedness. Associations and connections with others and free will for actions affect individuals� evaluations of their lives and how they feel about future life directions (Baumeister & Leary, 1995; Ryan & Deci, 2000). Impoverishment lowers individuals� psychological restoration through their own resources, which makes life satisfaction difficult to achieve (Hill & Pargament, 2008; Hill & Stamey, 1990). In the same vein, Clark, Frijters, and Shields (2008) confirmed that SDT is an antecedent of students� satisfaction with school, work, and even larger communities. The present study was the first to extend the relationship between SDT and satisfaction on the platform of social media. Based on the discussions above, the conceptual model is illustrated in Figure 1.
(Insert Figure 1 around Here)


Methodology
Instruments
The finalized study questionnaire included three sections. At the beginning of the survey, respondents were asked to answer a screening question: �Do you have any experience using Weibo (e.g., www.sina.com, www.sohu.com,  HYPERLINK "http://www.163.com," www.163.com, www.yahoo.com,www.qq.com,  HYPERLINK "http://www.renren.com" www.renren.com)?� If respondents answered yes, they were invited to answer the questions in the subsequent three sections. Otherwise, they terminated the survey. 
The first section measured three components of SDT. Specifically, five items for social influence were adapted from Park (1977), social comparison was evaluated with three items from Frederick (1954), and four measurement items for self-determination were adapted from Sheldon and Deci (1996). Section two investigated consumer satisfaction toward Weibo with four items adapted from Oliver (2010). 
All of the items in the second and third sections were measured with a 7-point Likert scale ranging from 1 (strongly disagree) to 7 (strongly agree). Part three collected the demographic characteristics of the respondents, including age, income, education, and others.
Data Collection
To ensure the validity of the study, three faculty members in the tourism and hospitality department of a primary Midwestern university in the United States reviewed the preliminary questionnaire. A pilot test was conducted with a convenience sample of 30 graduate students in the same department. The wording of the pilot test was modified based on the feedback provided by the respondents. The remaining items for the component of SDT and consumer satisfaction were retained in the final questionnaire, as discussed in the instrument section above. 
Data collection was completed with the assistance of the site sojump.com, an online marketing company. The questionnaire was posted on the survey panels of the company website from July 13 to August 3, 2014. Only panelists 18 years of age or older were allowed to participate in the survey. In exchange for completing the survey, each respondent received 50 credits from the company that could be redeemed for cash later. A total of 263 surveys were collected. Among them, 198 surveys with a usable format were coded for data analysis.  
Data Collection and Analysis
The Amos 6.0 structural equation analysis (SEM) program was employed to evaluate the hypothesized model. Structural equation modeling analysis is composed of a measurement model and a structural model (J�reskog & S�rbom, 2001). The measurement model aims to identify how the latent variables are gauged based on the observed variables with confirmatory factor analysis (CFA) and to measure the validities and reliabilities of the observed variables. The structural model is used to stipulate the hypothesized relationships among latent variables (Diamantopoulos & Siguaw, 2000; J�reskog & S�rbom, 2001). 

Results
Profile of respondents
Among the 198 respondents, 67.2% were female and 32.3% were male. In terms of age distribution, the largest groups were 20-24 years old (56.5%) and 18-19 years old (29.6%). Regarding ethnicity, the majority (80.0%) of respondents were Han Chinese. In terms of marital status, 90.4% of respondents were single, whereas 7.0% were married and 2.6% haven�t reposted their marital status. Regarding educational level, 76.0% of respondents were attending college, 10.2% held bachelor�s degrees, and 9.8% had obtained graduate degrees. 41.4% of the respondents reported using social media at least four times per day. With regard to Weibo usage frequency, half of the respondents used Weibo 1-3 times (26.6%) or 4-6 times (26.2%) daily. The average amount of time respondents indicated spending on Weibo was 1-2 hours per day (35.2%), 2-3 hours per day (25.5%) and less than an hour per day (19.1%). 
Measurement model
This study employed confirmatory factor analysis (CFA) to estimate the measurement model by verifying the underlying structure of constructs and checking undimensionality, reliability, and validity before testing the structural model. To assess the internal consistency of the items, Cronbach�s alpha was used as a reliability test, which indicated satisfactory values for direct measures ranging from 0.67 to 0.86, and an acceptable level of reliability (� = 0.70) (Hair, Anderson, Tatham, & Black, 1998; Garson, 2013). The descriptive statistics are reported in Table 1. Convergent validity was acceptable based on the three criteria suggested by Fornell and Larcker (1981), and Anderson and Gerbing (1988). First, the standardized factor loadings of the items ranged from 0.51 to 0.99, which was greater than the minimum acceptable level of 0.50 with the exception of one item (SI4 = 0.43) (Bagozzi & Yi, 1988; Hair et al., 1998). However, according to some previous studies, a standardized factor loading greater than 0.40 for one item could be accepted based on the theoretical ground that it closely reflects the construct intended to measure (Gerbing & Anderson, 1988; O'Rourke, Psych, & Hatcher, 2013). Second, composite reliability ranged from 0.78 to 0.94, which exceeded the cutoff point of 0.70 (Nunnally & Bernstein, 1994). Third, the average variance extracted (AVE) of the eight constructs ranged from 0.54 to 0.76, which greatly exceeded the minimum acceptable value of 0.5 (Fornell & Larcker, 1981). Discriminant validity was confirmed by comparing the AVE of each construct with the squared variance (Table 2). 
(Insert Table 1 around Here)
(Insert Table 2 around Here)
Structural model
Structural equation modeling (SEM) was used to test the validity of the model and hypotheses. The estimation produced appropriate goodness-of-fit indices (�2 = 161.011, df = 94, p < .001, �2 /df =1.713, RMSEA = .060, CFI = .94, GFI = .91, TLI = .92, IFI = .94). The proposed model had a strong ability to predict satisfaction (R2 = .704). Approximately 70.4% of the variance in satisfaction was accounted for by this model. 
Hypothesis testing
The path significance of each hypothesized association in the research model and variance explained (R2) by each path was examined. Figure 2 and Table 3 show the standardized path coefficients and significance of the paths. As expected from Hypotheses 1, social influence (SI) significantly affected satisfaction (�11 = .855, p < .001). Social confirmation (SC) was significantly associated with satisfaction (H2 : �21 = .172, p< 0.001), which confirmed Hypotheses 2. However, self-determination (SD) did not affect satisfaction (H3 : �31 = .075, p = .076). Therefore, Hypothesis 3 was rejected.
(Insert Figure 2 around Here)
(Insert Table 3 around Here)

Conclusion and implications
Self-determination theory is a useful framework to explain Chinese tourists  travel motivations ignited by Weibo and to consequently predict their satisfaction with Weibo. Specifically, among the three components of self-determination theory, both social influence and social comparison have significant impacts on tourists� satisfaction with Weibo (H1 and H2 were accepted). However, no significant effect of self-determination on tourists� satisfaction was found (H3 was rejected). 
The present study makes substantial contributions to the theoretical development and examination of SDT. To the knowledge of the authors, it is the first research to apply SDT to investigate the role of social media in generating Chinese tourists� motivations. The application in a new context contributes to the body of knowledge on SDT and further verifies the effectiveness of the theoretical framework. The present study provides a theoretical foundation for future research on tourists� travel planning behavior. 
	This study provides industry practitioners with significant strategies for marketing activities in China with the cultures of collectivism and high power distance. Collectivism explains the interdependent connections of individuals in the community (Hsu, 1981). In a collectivistic society, social influence plays a significant role in the decision-making processes of individuals (Markus & Kitayama, 1991). Specifically, Weibo users are inclined to consult with their family members, friends, colleagues, and others in the trip planning process. Industry practitioners could motivate tourists to post about their previous travel experiences for others to read by using initiatives such as free trips, discounts, and coupons. Second, Weibo unites people with the same interests. Industry practitioners could identify opinion leaders in consumer groups by assessing the themes of their posts and numbers of followers. 
In a society of high power distance like China, the less powerful members of a community accept and expect that power is distributed unequally. High power distance explains how celebrities have a significant impact on the public in different aspects of their lives, such as clothing, hobbies, hairstyles, and behavior. Chinese celebrities communicate their lifestyles to the public through Weibo. For example, the famous Chinese movie star Kun Chen is a hiking enthusiast and has used Weibo to broadcast a new tourism style referred to as the �Power of Walking�. He advocates using a most simple and natural method (walking) to convey a positive attitude toward life and purify the mind. Several other celebrities have followed his call. Industry practitioners could cooperate with Mr. Chen to promote the Power of Walking and promote their nature travel destinations (Zhang, 2011). Another example is the Weibo promotion of the post small town of Selby in Yorkshire, England. Selby had not been widely known by Chinese tourists prior to 2015. Jay Chou, a Taiwanese pop mega-star, held his wedding in Selby in January 2015, which was quickly broadcasted on Weibo. The Deputy Mayor of Selby, Gavin Harding, noted that the wedding would "help put Selby back on the map" (Merril, 2015).�Another good example is that of tourist officials in New Zealand who have effectively promoted its tourism products to Chinese travelers by publicizing that the Chinese superstar actress Yao Chen held her wedding in New Zealand (Beech, 2013). 
	Industry practitioners are also advised to strategically adopt social comparison to improve the effectiveness of marketing activities on Weibo. In a collectivistic culture, materialism reveals a personality trait that shows one�s identity or social recognition through the patronage of luxury products (Douglas & Isherwood, 1996). Furthermore, Podoshen, Li, and Zhang (2011) suggested that young adult consumers aged 18�35 today show higher levels of materialism than the older generations. Weibo could be an efficient marketing channel particularly for destinations with conspicuous tourism images. For example, the destination image of Paris to Chinese citizens is one of romance and luxury shopping. Chinese tourists in Paris are interested in sharing their shopping experiences in luxury brand stores on Weibo, which inspires feelings of respect and envy in their families and friends. Industry practitioners at luxury tourism destinations could design competitions (e.g., who purchases the most luxury-brand handbags during a trip to Paris) to stimulate consumers� materialistic tendencies. Another useful example is that of Sanya in Hainan Province, China. In 2013, "Hainan Rendez Vous", an influential, high-end, international exhibition was held in Sanya. The event featured Chinese and Asian premier yachts, executive jets, and other materialist elements valued in this lifestyle exhibition, and only enormously wealthy celebrities could gain admission to the event. The guests at �Hainan Rendez Vous� posted their pictures on Weibo to display their social class and wealth. The �Hainan Rendez Vous� successfully transformed and upgraded Sanya. Since then, Sanya has become luxury destination �Holy Land� in the minds of many Chinese (Hill, 2014).
Individuals are inclined to pursue uniqueness during the social comparison process. Moreover, uniqueness is one of the four core values in a collectivistic society. Uniqueness explains that some consumers pursue distinct self-recognition by visiting tourism destinations recognized only by a minority. Weibo provides an information platform for many types of minority groups. Consequently, individuals can use Weibo to seek out niche tourism destinations in order to distinguish themselves from others. For example, some niche destinations have attracted small groups of interested consumers through information distribution on Weibo, such as visiting Kenya to see animal migrations, exploring obscure African tribes, seeing the glaciers inhabited by Antarctic penguins, and others. 
It was found that self-determination does not have a significant impact on consumers� satisfaction with Weibo. There are two potential reasons for this phenomenon. First, Weibo is a social media platform which unites people who are interested in interactions and contact with others in the community. Second, a collectivistic society values interdependency rather than independency. Interdependency explains the fundamental connectedness of individuals to each other, while independency indicates a belief that distinct individuals are inherently separate. Therefore, it is understandable that Chinese consumers in their collectivistic society are inclined to be influenced by others with the assistance of Weibo rather than make decisions solely by themselves in the travel planning process. 

Limitations and future research
The present study has several limitations that the authors would like to address. First, the research only investigated consumer satisfaction with Weibo as a consequence of three constructs of self-determination theory. Future studies are advised to examine other consequential constructs, such as memory, loyalty, revisit intention, and others. Second, moderating effects could be added to the conceptual model in future research, including the demographic, geographic, and socio-economic characteristics of consumers. Third, previous psychology studies have provided different measurement techniques for self-determination theory. Future studies could adopt other measurement scales which may provide different results to industry practitioners. Last but not least important, other scholars are advised to re-examine the conceptual model in other social media in other cultural contexts in order to test the generalizability of self-determination theory. 
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