Influences of social media in travel decision making

Abstract

. This paper examines the considerable impact of social media on the decision-making processes related to travel. As social media platforms continue to expand rapidly, individuals gain access to a vast range of user-generated content and peer recommendations that significantly shape their travel choices. The study aims to explore how social media platforms influence perceptions, preferences, and decisions regarding travel. It investigates the ways in which platforms like Instagram, Facebook, Twitter, and travel-specific review sites are utilized by travelers to gather information, share experiences, and connect with others. Additionally, the study looks into the influence of social media personalities, such as influencers and content creators, in shaping travel aspirations and choices. The interactive nature of social media, with features that allow users to seek real-time advice and engage with travel-related content, adds immediacy and personalization to the decision-making process. This research on the role of social media in travel decision-making is vital for various stakeholders, including travelers, the travel industry, and researchers. Understanding this impact enables travelers to make more informed choices by helping them navigate the extensive range of available travel information, aligning their decisions with personal preferences and interests. Insights from this research can assist travelers in enhancing their planning processes by identifying trustworthy information sources, obtaining real-time recommendations, and effectively engaging with social media content and communities to improve their travel experiences. By applying the "Weighted Aggregated Sum Product Assessment (WASPAS)" method, decision-makers can evaluate options across multiple criteria. This involves assigning weights to each criterion, scoring each option, and calculating the overall results to determine the best choice. According to the results, Destination A ranks highest, while Destination E ranks lowest.