Social Media and Travel Planning Behavior: Influencing Content on Facebook, Instagram and Youtube

Abstract

The tourism industry is significantly influenced by social media, as it serves as a primary resource for travelers to seek information about various places. This study has been conducted to examine the interrelationships among factors that impact individuals' willingness to use social media platforms for trip planning and the desire to engage in travel activities. The current investigation incorporates the theoretical frameworks of the Theory of Planned Behavior (TPB) and the
Technology Acceptance Model (TAM), while also examining the impact of travel-related material on social media platforms such as Facebook, YouTube, and Instagram. The study used a sample of 388 domestic tourists who were active users of social media platforms. The findings of the study indicate that the components of TAM, specifically perceived usefulness and perceived ease of use in the context of social networks has a favorable impact on individuals' intention to engage in the social media’s platform and their desire to visit destination. In addition, the aspects of TPB, specifically the attitude and perceived behavioral control, demonstrate a substantial impact on behavioral intention. The findings indicate that there is a direct and positive relationship of Instagram and YouTube travel content towards behavioral intention. While, there is no significant influence of subjective norms and Facebook’s travel content on behavioral intention. This study suggests
that Destination Marketing Organizations (DMOs) can enhance their marketing strategies by leveraging social media platforms, influencer marketing, and user-generated content to attract more tourists.