African Journal of Hospitality, Tourism and Leisure (Oct 2024)

Influencing Travel Decisions: Social Media's Role in Destination Perception and Visit Intentions

  • Eko SUSANTO,
  • Vanessa GAFFAR,
  • Disman DISMAN

DOI
https://doi.org/10.46222/ajhtl.19770720.537
Journal volume & issue
Vol. 13, no. 3
pp. 531 – 539

Abstract

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This study explores the influential factors shaping tourists' perceptions and intentions toward destinations in the context of contemporary tourism management and marketing strategies. Employing Partial Least Squares Structural Equation Modeling (PLS-SEM), the research examines the relationships among destination credibility, user-generated content (UGC), engagement and interaction on social media, influencer endorsements, tourist destination perception, and intentions to visit. The study collected data from 982 respondents, predominantly from Generation Z and Millennials, through online surveys distributed on social media platforms. The findings reveal that destination credibility significantly affects tourist perceptions, underscoring the importance of trust and transparency in destination marketing. Similarly, UGC and engagement on social media platforms play crucial roles in shaping perceptions, highlighting the democratization of travel information and the influence of peer-generated content. Influencer endorsements emerged as potent drivers of destination perception, reflecting their role as credible sources of information and opinion in travel decision-making. These findings contribute theoretically by expanding knowledge on the dynamics of tourist decision-making and practically by offering insights for destination marketers to enhance visitor experiences and competitiveness. This study underscores the evolving landscape of destination marketing in the digital age, emphasizing the critical roles of credibility, user-generated content, social media engagement, and influencer endorsements in shaping tourist perceptions and behaviours. Future research could delve deeper into the emotional and psychological dimensions of tourist decision-making and explore emerging trends in digital communication channels to refine destination marketing strategies further.

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