Tourism Marketing: The Influences of Social Media to the Tourist Destination

Abstract

Social media platforms have evolved into valuable resources for tourists in gathering information about travel destinations and tourists have considered them in their travel decisions. Although with the progression, there is a lack of literature that concentrates on social media influence, primarily based on the social media brand and tourist profile in terms of the type of tourist and generation profile or criteria. In response to the gaps, this paper is centered on the following aims: Determine the tourists' profile based on generation criteria and tourist type; Determine which social media platform tourists primarily base their travel decision; Determine social media platform tourists use to find more information about the destination; Gauge the level of influence social media has on the tourists' decision where to travel; Test the significant relationship between the tourists' generation profile and the level of influence social media has on the tourists' decision of where to travel; and Test the significant difference between the foreign and domestic tourist responses on the level of influence social media has on their decision where to travel. This descriptive-correlational study was conducted in Siargao, a first-class international surfing destination in the Philippines. This study garnered 279 participants. It was found that Generations X and Y are influenced by Facebook in their travel decisions, while Instagram influences Generation Z tourists. The study also revealed that tourists use YouTube to learn more about travel destinations. In testing the hypotheses, non- parametric tests were used. The study showed no significant relationship between tourists' generation profiles and the level of influence social media has on their travel decisions. However, Social media influence between foreign and domestic tourists is highly significant.