隨著現代通訊技術的進步、智慧型手機的演進普及、與社群媒體的發展，越來越多遊客在旅途中或旅途後於社群網站上分享旅遊照片，向社群親友「曬旅遊」，其中年輕Y世代遊客更視社群潛力決定旅遊動向。本研究的主要目的在於探討年輕Y世代於社群網站上分享旅遊照片之前因，希望針對研究結果提供觀光旅遊相關民間業者行銷上的建議，促使遊客自發性地拍照打卡進而達到宣傳的效果。
本研究經文獻回顧後挑選出七個社群網站上旅遊照片分享之前因並建立假設，前因分別為:社交互動、知覺愉悅性、自我展現、個人紀錄、利他、自戀、酷，希望藉由此次研究得知何種前因將影響遊客分享何種旅遊照片。本研究透過網路問卷蒐集資料，主要研究對象為年輕Y世代，並為比較年輕Y世代與年長Y世代之差異，蒐集資料上亦包含年長Y世代，於2020年6月中共計回收794份，其中有效問卷包含年輕Y世代373份以及年長Y世代296份，並以複迴歸分析法進行分析。
研究結果顯示，對於年輕Y世代而言，社交互動、知覺愉悅性不會影響旅遊照片分享，而自我展現、個人紀錄、利他、自戀以及酷會影響旅遊照片分享。而比較年輕Y世代和年長Y世代的複迴歸分析結果發現，兩群體間的動機和旅遊照片分享之間的關係多不相同；然而共同點為，「酷」皆顯著影響年輕或年長Y世代分享「多以景點與美食為主」之照片，「女性」皆顯著影響年輕或年長Y世代分享「人物以我為主」之旅遊照片，且「女性」和「較常使用Instagram」皆顯著影響年輕和年長Y世代分享「經過挑選、編排、美化」之照片。
本研究建議廠商應思考鎖定年輕Y世代發展行銷策略，並思考將產品或目的地加入酷的元素，以吸引年輕Y世代拍照打卡分享。

With the advancement of modern communication technology, the evolution and popularization of smartphones, and the development of social media, more and more tourists share their travel-related photos with their families and friends on social networking sites during or after the trip, among which the young generation Y is also concerned about getting as more “likes” and “comments” as possible on social network sites when choosing destinations. And because sharing travel experience on social networking sites is a form of user generated content and can be seen as electronic word-of-mouth(e-WOM), it helps marketing destinations or tourism-related products, and influence the financial performance of tourism destinations and corporations. This research focuses on exploring the antecedents of young generation Y tourists share their travel photos on social network sites, hoping the research results provide advice on marketing for tourism related products. This study collected data through online questionnaires and collected 794 copies in June 2020. The number of valid samples was 373. Multiple regression analysis was used as the research method for analysis. The research results show that social interaction and perceived enjoyment did not have a significant impact on tourism photographs sharing. Personal documentation, altruism, narcissism, and the coolness of travel destinations can affect the tourism photos sharing.

網路文獻
Hotels.com (2017)。Hotels.com發佈最新行動裝置旅遊調查，國人旅途中平均花上3.6小時使用手機，黏著度超越全球平均值，「曬旅遊」成最潮趨勢，社群潛力決定旅遊去向。2020年7月11日，取自:https://reurl.cc/Kkaxqp

中文文獻
吳萬益(2019)。企業研究方法。臺北市:華泰書局。

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