Scholars Bulletin

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Subject Category: Business Administration

Influence of Social Media on Tourists' Destination Selection Decision

Himangshu Shakor Paul1*, Debashish Roy2, Raju Mia3
1
Assistant Computer Programmer, Information and Communication Technology Cell, Sylhet Agricultural University, Bangladesh
2
Assistant Professor, Department of Business Administration, Metropolitan University, Sylhet, Bateshwar, Sylhet-3100, Bangladesh
3
Undergraduate Student, Department of Business Administration, Metropolitan University, Sylhet, Bateshwar, Sylhet-3100, Bangladesh

DOI: 10.36348/SB.2019.v05i11.009 | Received: 19.11.2019 | Accepted: 26.11.2019 | Published: 30.11.2019

*Corresponding author: Himangshu Shakor Paul

Abstract

Social media are interactive communication platform usually used for community-based inputs, content sharing,
interaction and collaboration among people. Prominent social media platforms are, facebook, twitter, google+, wikipedia,
LinkedIn etc. These social media channels serve as source of information and influence in decision-making process.
Travel experience, photos, videos and other contents shared on social media may influence other prospective tourists in
their destination selection decision. This study intended to discover the impact of social media on tourists' decision
making. Data have been collected from 167 respondents using judgmental sampling technique. Collected data were
analyzed using principle component analysis where 15 variables were reduced to two factors (social media information
about destination and social media word-of-mouth). Further, the extent of influence of obtained factors on tourists'
destination selection decision was identified using regression analysis and stated that these two factors explains 52.2% of
the variance in data.
Keywords: Tourists' destination selection, social media, word-of-mouth, principle component analysis.
Copyright @ 2019: This is an open-access article distributed under the terms of the Creative Commons Attribution license which permits unrestricted
use, distribution, and reproduction in any medium for non-commercial use (NonCommercial, or CC-BY-NC) provided the original author and source
are credited.

INTRODUCTION Current study tries to explore the impact of social media

Due to the development of technology in tourist destination selection decision.
infrastructure and widespread availability of the internet
have vastly changed consumer behavior. In recent days Social media enabled each user to act as a
people take help from the internet to make there any communication vehicle. As people share their tourism
kind of decision. As of June 30, 2019, around 58.8 related experiences, photos, videos, and other
percent of people of the world use the internet [1]. information on their social media account, these can
There are 4.39 billion internet users in 2019, an increase serve as stimuli to other people on their network.
of 366 million (9 percent) versus January 2018. Moreover the overall tourism industry (e.g. tour
According to a study in 2019 around 3.48 billion people operators, hotels, resorts, restaurants, parks etc.) can
use social media and 3.2 6 billion of them use social access the benefit from the social media to promote
media on mobile devices [2]. Social media is a set of their service. Different tourist destination authorities
the online communication channel used for the purpose can confirm their exposure even at international level.
of community-based input, interaction, content sharing The output of this study will enable tour destination
and collaboration. Social media is becoming an integral business to better understand their prospect in terms of
part of life. Social media gained popularity in last few social media influence factor.
years because of its ability to share photos/ videos,
opinions, events etc. in real time. Social media allow its LITERATURE REVIEW
subscriber with the opportunity to meet new people, In recent age, the developments in information
join groups that share their interests, build up and communication technology (ICT) increased the
professional networking and so on. The use of social social media usages which significantly influence
media as an information source has been increasing consumer behavior and decision making [3] specifically
rapidly. People seek information in social media to during planning for travel or purchasing travel related
identify alternatives, evaluate and make the decision. products or services [4]. Gretzel, Kang, and Lee [5]

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proposed that the influence of social media on social media and mobile technologies have significantly
individuals' tourism decision may increased changed the tourist behavior [21].
dramatically. They denoted social media as a Souza and Machado [22] examined the use of
communication platform or channel that convey user- social media on different stages of trip planning. Their
generated contents and supplies travel related findings revealed that travelers use social media in all
information which may guide prospective tourists. stages of trip planning as a reliable source of
Presently, travelers uses social media to search for, information. Sahin and Sengun [23] studied the
evaluate, and select tourism destinations and spread importance of social media on tourism marketing. Their
travel stories and experiences. Social media enabled findings revealed that social media can affect tourism
destination marketers to expand the reach of their industry both positively and negatively and young
communication messages to global audiences at a generation is highly affected by contents shared by
comparatively low costs. Most of the social media others on social media. Carnoy [24] stated that social
platforms enable their users to share their pictures, media have significantly changed the way the travel
videos, comments and reviews which serve as source of companies communicate with their potential customers.
information and testimonials [6]. Many travelers rely on The identified that social media have transformed the
other travelers' experiences shared on social media to tourism marketing in five ways; i.e. travel research,
know about the problems and facilities available in any social sharing, enhanced customer service, interactive
destination [7, 8]. travel agencies and changed tourist behavior. Olenski
[25] mentioned that 20% of leisure tourists take help
Tourism products are basically experiential; from social media sites in making their travel plan and
contain all the characteristics of services (i.e. intangible, destination selection. Kazak [26] also found a huge
variable, inseparable and perishable). Thus, it is impact of social media in our daily decision making
difficult to evaluate the tourism products before including the decisions related to travel and tourism.
purchase. As a result, decision making related to Dwityas and Briandana [27] also found that social
tourism is quite risky and require extensive information media play an important role as an information source
during information search phase of decision [9-12]. To in travelers decision making and these information help
reduce the risks associated with tourism decision travelers in every stages of decision making.
making, travelers usually search for information in In another study, Li [28] stated that there is
various sources of information [13, 14]. Due to the more chance of using social media in tour planning by
interactivity, customization capability and vastness tourists who expect to travel foreign countries. He also
world wide web became the popular source of observed that tourists use social media not only as a
information to the tourists for effective decision making source of information but also for recommendations and
[15]. However, all the information found in internet testimonials about tourism destinations. Similarly, Pike
may not be reliable to tourists. Information from other [29] mentioned that most of the modern travelers are
travelers who already have experienced particular technology savvy and 85 percent of prospective tourists
tourist destination seemed to be more reliable to the rely on social media and internet. In the same vision,
potential tourists [16]. Social media enable tourists to Minazzi [30] suggests that travel preparation stems
share travel experiences with their contacts. Due to the from an internal need to gain new experience by
experiential nature of tourism, prospective tourist often traveling to a specific destination. Importantly, because
rely on others experience shared on social media in of either internal or external stimuli, or both, this
their travel related decision making or destination internal need can arise. Minazzi [30] therefore reiterates
selection to reduce risks or uncertainties [7] [17]. Social that visitors focus on meeting such a need by
media play a vital role as a source of information in concentrating on finding the destination with a high
travel planning and tourist destination selection for potential to better meet such a need. In line with this,
potential travelers [6]. In selecting an unfamiliar social media does indeed have a vital role to play in
destination to travel, tourism related blogs are found to helping travelers find tourist goods and/or services that
be more helpful than friends and family [18, 19]. can meet these needs.
Along with the advancement in information
technologies and social media platforms, major changes Various factors of social media, like
have also been observed in consumer behaviors in trustworthiness, reliability and dependability were
tourism industry. Changes in values and life styles, found to be important in tourists' decision making.
extended work schedule and shortened leisure period Munar and Jacobsen [31] have found that tourists have
have made tourists more informed, more independent high level of trust towards travel related review website.
and more individualistic [20]. In cooperation with social In addition to trustworthiness, other facets of the impact
media platforms, new technological advancements (i.e. of social media on tourism that researchers and scholars
Global positioning systems, high definition photo and have analyzed in the past include credibility or
video making devices, artificial intelligence etc.) have reliability. In this regard, one of the researchers '
increased the volume and coverage of content sharing concerns is whether travel consumers view social media
among travelers via social media applications. Thus as a credible and reliable tool for travel research and

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planning [32]. Uysal, Perdue and Sirgy [32] noted that study will also gauge the extent of influence created by
most travelers view social media as a reliable resource these factors.
in providing a variety of information that might help
them search and plan their travel. This is particularly METHODOLOGY OF THE STUDY
the case in addition to the fact that in most cases the This study is mainly based on primary data
materials accessed via social media actually represents collected through structured questionnaire. The survey
the current status of the destination(s) travelers are was conducted through personal interview and online
interested in. Moreover, through social media survey (via Google form). Judgmental sampling
platforms, social media users can easily find critical technique was applied and respondents were selected
information about their desired destination. from several tourism spots (for personal interview) and
travel related blogs and social media groups/pages (for
The number of users of social media continues online survey). Data have been collected from 167
to rise considerably. Most importantly, use of social respondents who used to travel regularly. Data
media platform in tourism related decision making has collection period was from July 15, 2019 to August 10,
also been increasing tremendously. This is because 2019. Descriptive statistics were used to analyze the
most of these people assume that social media offers a demographic profile of the respondents. Principle
precise description of these destinations in terms of Component analysis has been applied to identify the
factors such as the products services and experiences factors of social media that influence tourists'
they give their customers. Social media plays a key role destination selection decision and regression analysis
in helping future visitors make informed choices about was used to predict the influence of identified factors in
their destinations. Despite increasing work on the role tourist decision making. For analyzing data, SPSS-24
of social media in the tourism industry, there are still was used.
areas to be adequately covered by researchers and
scholars. Data Analysis and Findings
Social media are tremendous source of
Objective(s) of the Study information nowadays. Thus, tourists can use social
In current era social media play a enormous media in their destination selection decision. The
role as a source of information for all kind of users for collected data to measure the impact of social media in
any kind of decision. The objective of the present study tourists’ decision have been analyzed in this section.
is to identify the factors of social media that influence
tourists' destination selection decision. Moreover, this

Table-1: Demographic profile of the respondents

Frequency Percent
Gender Male 106 63.5
Female 61 36.5
Age Group Under 18 6 3.6
18-30 years 149 89.2
30-45 years 11 6.6
Above 45 1 0.6
Marital Status Single 146 87.4
Married 21 12.6
Level of education Secondary 5 3.0
Higher secondary 20 12.0
Honors 116 69.5
Masters 26 15.6
Occupation Student 133 79.6
Service 21 12.6
Business 6 3.6
Others 7 4.2
Monthly family income Up to BDT. 10,000 14 8.4
BDT. 10,000-20,000 31 18.6
BDT. 20,000-30,000 32 19.2
BDT. 30,000-40,000 22 13.2
BDT. 40,000+ 62 37.1
Total 161 96.4
Missing-System 6 3.6
Total 167 100.0

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 Himangshu Shakor Paul et al., Sch Bull, Nov 2019; 5(11): 658-664

Table-1 represents the demographic Principle Component Analysis

information of the respondents. Basically, demographic To perform Principle Component Analysis
data is statistically collected data about the (PCA), Kaiser-Meyer-Olkin (KMO) test of sampling
characteristics of population. The sample size of the adequacy is necessary. The KMO test is a measure of
study is 167 and majority of them were male. Besides, how the collected data is suited for carrying out factor
most of the respondents are from the age group of 18-30 analysis. The following Table-2, represents the Kaiser-
years and about 80% of them are students. Meyer-Olkin (KMO) and Bartlett's test of sphericity.

Table-2: KMO and Bartlett's Test of Sphericity

Kaiser-Meyer-Olkin Measure of Sampling Adequacy. 0.931
Bartlett's Test of Sphericity Approx. Chi-Square 1467.002
df 105
Sig./ p-value 0.000

This table shows two tests that designate the indicator to measure the strength of relationship among
suitability of collected data for structure detection. The variables. This tests the null hypothesis that the
KMO values range from 0 to 1 and a rule of thumb correlation matrix is an identity matrix. The Table-2
states that KMO values between 0.8 and 1 indicate the shows the p-value for Bartlett's test of sphericity is
sample is adequate. Thus, from Table-2 we may 0.000 which is less than 0.05. So, we may reject the null
conclude that the collected data is adequate for hypothesis and say that the correlation matrix is not an
conducting PCA. Bartlett's test of sphericity is another identity matrix.

Table-3: Communalities
Initial Extraction
Social media provides information about 'new tourism destinations' 1 0.63
'Tour reviews' of others in social media help me to select destination 1 0.73
'Comment' and 'Reply' in social media provides important information. 1 0.52
'Videos' shared on social media influence me to select any destination. 1 0.70
'Images' of tourism spots shared on social media attract me to visit that place. 1 0.74
Information found on social media regarding tourism seems reliable to me. 1 0.50
Social media help me to gather tourism cost related information. 1 0.59
Social media help me to get travel route information. 1 0.49
Safety and security issues tourism destination can be identified from social media. 1 0.58
Problems or risks in tour destination can be pointed from social media. 1 0.56
Social media can be helpful to know about the restaurant or food facilities. 1 0.54
Idea about accommodation facilities can be obtained through social media. 1 0.66
Social media provides information about transportation infrastructure. 1 0.73
To select the best time to visit, social media helps me. 1 0.64
Social media provides understanding about the culture and heritage. 1 0.58

Table-3 shows the communalities before and estimates of the variance in each variable accounted for
after extraction. Principle Component Analysis (PCA) by the factors in the factor solution. The communality
follows the primary assumption that all the variance is values which are more than 0.5 should be considered
common, thus, before extraction all the communalities further analysis. Hence, from Table-3 the researchers
are 1. The extraction column reflects the common considered all the variables for further analysis.
variance in data structure. Extraction communalities are

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Table-4: Rotated component matrix
Social media Social media
information word-of-
about mouth
destination
Social media provides information about transportation. 0.808
Idea about accommodation facilities can be obtained through social media. 0.758
Safety and security issues tourism destination can be identified from social media. 0.738
To select the best time to visit, social media helps me. 0.719
Problems or risks in any destination can be pointed from social media. 0.718
Social media provides understanding about the culture and heritage. 0.710
Social media help me to gather tourism cost related information. 0.642
Social media can be helpful to know the restaurant or food. 0.588
Social media help me to get travel route information. 0.520
Images' of tourism spots shared on social media attract me to visit that place. 0.804
Videos' shared on social media influence me to select any destination. 0.797
Tour reviews' of others in social media help me to select destination 0.776
Comment' and 'Reply' in social media provides important information. 0.705
Social media provides information about 'new tourism destinations' 0.646
Information found on social media regarding tourism seems reliable to me. 0.635
Initial Eigenvalues 8.026 1.233
% of Variance 53.504 8.220
Reliability Statistics (Cronbach's Alpha) 0.912 0.884

Table-4 represents the rotated component DISCUSSION

matrix of factor analysis. 15 variables related to social In present era, social media are communication
media influence on destination selection have been platform for heterogeneous population. Tourists’
précised into 2 factors; Social media information about decision selection decision vastly depends on social
destination and Social media word-of-mouth. Usually, media. From the above finding it can be articulated that
tourists seek information about transportation, social media can manipulate tourists’ destination
accommodation, safety and security, problems and risk, selection decision through 2 different approaches.
when to visit, culture and heritage, costing, food Tourists collect information about transportation,
facilities and travel route related information on social routes, accommodation, food, costs, safety-security, risk
media. These variables are termed under the factor and problems regarding a tourist destination to decide
‘Social media information about destination’. Since this rationally. However, digital word-of-mouth spread over
factor has Eigenvalue 8.026, it explains more variance social media (i.e. in the form of ‘images’, ‘videos’,
than a single variable. In fact, this factor explains 8.026 ‘comments and reply’ etc.) may insist tourists to decide
times than a single variable. Moreover, this factor cognitively.
explains 53.504% of total variance. The reliability
(Cronbach's Alpha) of this factor is 0.912, suggesting Regression Analysis
that the items have relatively high internal consistency. A simple linear regression has been conducted
The second factor extracted is ‘Social media word-of- to predict the role of social media in tourists’
mouth’ with Eigenvalue of 1.233 and 8.220% of total destination selection decision. The output of regression
variance. The alpha coefficient for 6 items in this factor analysis has been presented in following tables.
is 0.884 which also signifies the high level of internal
consistency among the items in the factor.

Table-5: Model Summary

Model R R Square Adjusted R Square Std. Error of the Estimate
1 0.723 0.522 0.516 0.715
Predictors: (Constant), Social media word-of-mouth, Social media information about destination

Table-5 represents the model summary of and Social media word-of-mouth). Here the value of R
regression analysis. Here, the term R denotes is 0.723, which means there is high correlation exists
correlation between regressor variable (role of social between regressor and regressand. In this model,
media in tourist destination selection) and regressand calculated R square value is 0.522 this mean the linear
variable (Social media information about destination regression explains 52.2% of the variance in data.

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Table-6: ANOVA
Model Sum of Squares df Mean Square F Sig.
1 Regression 88.260 2 44.130 86.364 .000(a)
Residual 80.734 158 .511
Total 168.994 160
a. Predictors: (Constant), Social media word-of-mouth, Social media information about destination
b. Dependent Variable: Role of social media in tourist destination selection decision

The Table-6 represents the F-test. The linear of social media in tourist destination selection decision’.
regressions’ F-test has the null hypothesis that the In other words, it can be concluded that the current
model explains ‘zero’ variance (i.e. R2=0). Here the F- regression equation meaningfully describe the
test is highly significant, thus it can be assumed that the relationship between dependent and independent
model explains significant amount of variance in ‘role variables.

Table-7: Coefficients
Model Unstandardized Standardized t Sig.
Coefficients Coefficients
B Std. Error Beta B Std. Error
1 (Constant) 3.994 .056 70.892 .000
Social media information 0.332 .057 .323 5.881 .000
about destination
Social media word-of-mouth 0.664 .057 .646 11.753 .000
Dependent Variable: Role of social media in tourist destination selection decision

The coefficient table provides the necessary can be conducted focusing on specific social media
information to predict the role of social media in tourist vehicle (e.g. facebook, twitter, youtube).
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