University of Twente Student Theses
How does the frequency of exposure to travel-related content on social media impact individuals’ travel motivation to visit specific destinations?
Italiaander, Luc (2024) How does the frequency of exposure to travel-related content on social media impact individuals’ travel motivation to visit specific destinations?
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| Abstract: | This thesis investigates how the frequency of exposure to travel-related content on social media influences travel motivation and intention. The theories that explain travel motivation and travel intention are social comparison theory and social identity theory. A quantitative survey has been conducted and filled out by 174 individuals. The key variables included in this survey are frequency of exposure to travel-related content (FETC), motivation to choose a travel destination (MCTD), intention to visit a travel destination (IVTD), social comparison (SC), and social identity (SI). The key findings of this research are that a higher frequency of exposure leads to a higher motivation to travel, and eventually, a higher motivation to travel results in intention to travel. This thesis suggested that social comparison and social identity are moderators in the relationships between the frequency of exposure to travel-related content and travel motivation and the frequency of exposure to travel-related content and travel intention. It appears that while they are not moderators, they are of significant influence on the variables. |
| Item Type: | Essay (Bachelor) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 85 business administration, organizational science |
| Programme: | International Business Administration BSc (50952) |
| Link to this item: | https://purl.utwente.nl/essays/104762 |
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