Dataset for understanding why people share their travel experiences on social media: Structural equation model analysis

The data presented in this article relates to the individual intrinsic and extrinsic motivations to share travel experience in social media. The 381 records were gathered in Portugal using an online survey. A statistical analysis of the data was carried out using partial least squares (PLS). This dataset shows a relationship between identification, internalization, and compliance to perceived enjoyment, and also, between perceived enjoyment, altruistic motivations, personal fulfillment, and self-actualization as well as security and privacy reasons to actual travel experience sharing. For further findings and interpretation, please refer to the research article entitled “Why do people share their travel experiences on social media?” [1]. We suggest the use of this data to compare with data collected by other researchers to develop cross-country analyses based on the model proposed by Oliveira, Araujo, and Tam [1].