Abstract: This study focused on determining and describing what characteristics of tourism-related social media posts impacted tourists’ and/or social media users’ decision-making and preferences, in terms of prospect travel destinations. While a number of studies have discussed the relationship between social media and the travel industry, as well as the motivations that drive tourists to travel, few have focused on studying the details and content of social media, known better as ‘social media posts’. This study aimed to bridge this gap, and additionally aimed for its findings to contribute to tourism establishments’ and stakeholders’ knowledge of social media as a tool for promotion and reaching out to a wider range of tourists. The proponents grounded the study on the Uses and Gratifications Theory (Katz et al., 1974), and the Travel-Buying Behavior Model by Mathieson et al. (1982). This quantitative study employed the descriptive research design, to describe social media posts’ characteristics and impact to travel decisions and preferences. Purposive sampling under the non-probability sampling methods was also used, with the first- to third-year BS Tourism Students of De La Salle University - Dasmarinas as the study’s participants. The study’s findings showed that for most of social media’s functions, there are no significant differences in the respondents’ assessment, with regards to their demographic profile. In contrast, it was found that there is a significant difference in the assessment of social media’s purchase decision influence depending on respondents’ level of social media usage. Through this study, tourism stakeholders can plan their social media contents accordingly, and ensure that their social media posts have a balance of informativeness, reliability, visual appeal, and accessibility to make sure that it positively impacts and motivates future guests. Furthermore, the data gathered in this study can be used in expanding social media users’ knowledge of tourism marketing.
Keywords: social media, tourist preferences, tourist decision-making, social media users, tourism posts.
Title: SOCIAL MEDIA AND ITS INFLUENCE TO TOURIST DECISION MAKING AND PREFERENCES
Author: Basco, Angelica Ann R., Mejia, Zyrene Joy L., Irene S. Gueco
International Journal of Management and Commerce Innovations
ISSN 2348-7585 (Online)
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