These result from their embedded culture, social circles, and the trust placed in word-of-mouth review platforms.

Researchers found that backpackers enjoy receiving comments and complements on their social media posts, and the process of editing and posting photos. Interacting with comments is an essential element of their trip.

They also highly value digital word-of-mouth recommendations when travelling abroad, making good use of their familiar review platforms, as well as popular ones banned in China. This requires them to learn to use new technologies more commonly used outside their home country.