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Social Media’s influence on travel inspiration, destination image, and travel intention in travel planning

Opzeeland, Marek van (2025) Social Media’s influence on travel inspiration, destination image, and travel intention in travel planning.

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Abstract:This thesis investigates how social media influences travel decision-making during the information search stage of trip planning. After literature review, a conceptual model was based on four key variables: social media use, travel inspiration, destination image, and travel intention. Data was collected through an online survey, from which a sample of 87 respondents was formed. The data was examined through the use of Cronbach’s Alpha, a Shapiro-Wilk test, a Spearman’s correlation test, and regression analyses. The findings from these tests showed that social media was positively related to both travel inspiration and destination image. And in turn, travel inspiration and destination image were positively related to travel intention. All four proposed hypotheses were supported, and therefore the indirect influence of social media on travel intention through travel inspiration and destination image can be confirmed. These findings suggest that platforms such as Instagram, TikTok, and YouTube are very valuable tools for destination marketers who want to inspire and influence travellers through engaging user-generated content.
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/106948
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