University of Twente Student Theses


The Influence of Virtual Acculturation on Travel Destination Choice

Huggle, L. (2022) The Influence of Virtual Acculturation on Travel Destination Choice.

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Abstract:Individuals are more interconnected than ever before in today's globalized society, and information flows considerably quicker. People from all around the world may engage with one another via social media, increasing exposure to diverse cultures. The intercultural exposure through social media may lead to acculturation of some features of the other cultures, also referred to as “virtual acculturation”. Further, social media has shown to guide consumer behavior and has a major impact on the tourism industry. Tourists frequently rely on travel information that can be quickly acquired from numerous sources such as the internet and social media. Thus, social media has become an integral part of the tourism sector. This research aims to investigate the impact of virtual acculturation on travel destination choice and includes the variables online friendship orientation and online cultural identity to get a better understanding of the process of virtual acculturation. Furthermore, this research explores the influence of perceived cultural distance on the relationship of virtual acculturation and travel destination choice. The research concluded that online cultural identity towards other cultures has a positive influence on virtual acculturation and that virtual acculturation has a positive influence on travel destination choice.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:International Business Administration BSc (50952)
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