Destination Selection in the Digital Age : The Impact of Social Media Usage on Travel Destination Selection

Social media and travel are two incredibly large and important global markets, which both experienced enormous growth over the years. This research investigated the effects of exposure to travel-related content through social media on travel intention. Through literature review, a conceptual framework with 5 variables was formed. An online questionnaire was then distributed, and was completed by 92 participants. Principal component analysis, Spearman’s correlation test, and regression analysis was used to examine the data. Analysing the results, it was found that eWOM Exposure is positively related to Travel Inspiration and Destination Image, Destination Image is positively related to Destination Attractiveness, and both Travel Inspiration and Destination Attractiveness are positively related to Travel Intention. Overall, the conclusion that eWOM Exposure is positively related to Travel Intention is drawn. Therefore, this paper concluded that destinations can increase tourism through effective usage of social media, and offers valuable new additions to existing literature.