Cetinsoz, Burcin CevdetCakir, OnurDurdu, Karaca MinaArica, Resat2026-01-242026-01-2420241332-74611849-1545https://doi.org/10.37741/t.72.4.4https://hdl.handle.net/20.500.12868/4820The study examines the effects of the importance of social media (SM) sharing and the knowledge-sharing facilitators on the tourists' tendency to share their actual experiences on SM. Data were collected from 323 local (Turkish) tourists through face-to-face interviews. The convenience sampling method was used to collect data. PLS algorithm, blindfolding and bias-corrected bootstrapping methods were utilized to test the measurement and structural models. The findings revealed that the importance of participant and non-participant sharing did not directly affect the actual travel experience-sharing behaviour. Altruistic and personal fulfilment and selfactualization motivations as facilitators were found to have a full mediating effect in the relationship between the importance of content sharing and actual travel experience sharing. Thus, tourism sector managers should stimulate altruistic and self-actualization motivations as facilitators to encourage tourists to share their actual travel experiences on SM.eninfo:eu-repo/semantics/openAccesscontent sharingsocial mediatourism experiencealtruisticAntalyaArticle10.37741/t.72.4.47245665802-s2.0-85213335304Q2WOS:001279617900004Q3