Cultural differences of self-presentation motivation on photogenic tourism between Hong Kong and Japan

抄録

“Photogenic travelers” actively take “photogenic” photographs that get “Like” on Social Networking Services (SNS) like Instagram and post their favourite ones to SNS. Such “photogenic travelers” are on the rise in Japan. Hanai et al. [2019] pointed that the psychological background of their behaviors may include “self-expression” and “conformity” factor. Moreover, the “conformity” factor may have active conformity arising from the desire to seek praise and passive conformity as well as avoid rejection. The purpose of this study is twofold. First, this study examines whether the psychological background of “photogenic travelers” who post travel photographs on SNS, as observed in the Japanese study, is also observable in Hong Kong. The other is to explain the two routes to “conformity” in terms of the different self-presentation strategy, “ingratiation” and “self-promotion,” which is the three-factor structure. An internet survey was conducted with 200 participants living in Hong Kong in September 2021. Confirmatory factor analysis showed the model with a three-factor structure had sufficient validity and the three-factor structure model had a slightly better fit than the two-factor model. The two side in “conformity” that is “self-promotion” and “ingratiation” was shown.