Abstract
ABSTRACT Although many political leaders communicate with foreign leaders and publics through social media, limited knowledge exists concerning its impact on global travel. However, signaling theory suggests that a political leader’s social media communication signals their honest feelings regarding a country. In response, that country’s residents counter signal via travel behaviors toward the country whose leader made the remarks. When a political leader’s communication is positive toward a country, it is called social media diplomacy (SMD). Comparatively, negative communication is called damaging political rhetoric (ANTI-SMD). Furthermore, this study examined whether a trip’s purpose moderates SMD and ANTI-SMD effects on global travel. Resultantly, SARIMAX time-series modeling found SMD had positive effects on pleasure travel flow and no impact on business or student travelers, while ANTI-SMD caused pleasure travelers to avoid a destination.
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