SOCIAL VISIBILITY OF CONSUMPTION AS A PHENOMENON DRIVING THE SELF-EXPRESSION AND TRAVEL INTENTION OF MUSLIM TOURISTS

Abstract

This study aims to empirically predict the relationship between social visibility of consumption and word-of-mouth communication (e-WOM) and travel intention, with self-expression as the mediator variable. Survey data obtained from 483 tourists who follow the Halal Booking online travel agency on Facebook and Instagram was analyzed Structural Equation Modeling SEM. Results revealed that the social visibility of consumption among Muslim tourists positively affected selfexpression (spiritual and social), e-WOM and travel intention. This research was able to promote ways on how social media can best promote travel destinations among Muslim travelers.