The impact of social media on tourists' decision-making process: An empirical study based on Bangladesh

Abstract

This study examines the impact of social media on the behavior and decision-making processes of travelers while choosing places Social media platforms serve as channels for travelers to gain inspiration and plan their journeys, while also providing opportunities for tourism enterprises to promote services, engage with consumers, and evaluate visitor sentiments. A comprehensive survey, including of primary and secondary data, was distributed to 388 participants, mostly consisting of students, educators, teachers, private business owners, and government people. The data analysis was performed using Microsoft Excel and IBM SPSS 25, which included the use of descriptive statistics and multiple regression analysis. The survey results indicate that social media has a notable beneficial effect on tourists' decision-making processes when choosing a destination. Nine out of ten variables are identified as having a significant impact on social media usage in tourism decision-making through multiple regression analysis. This empirical study highlights the significance of marketers understanding visitor behavior and decision-making processes, recognizing their potential influence on brand loyalty, customer happiness, and situational dynamics. Hence, it is imperative for tourism stakeholders to integrate social media factors into the strategic development of tourism offerings. Social media has become an essential tool for both travelers and travel firms in modern culture. The research clearly demonstrates that social media has a substantial impact on visitor behavior. The overriding result suggests a significant influence of social media on the travel patterns of visitors from Bangladesh. It is recommended that policymakers and tourist marketers utilise social media channels to strengthen the development of tourism in Bangladesh. This study provides significant information for professionals and policymakers who are looking to handle the ever-changing impact of social media on travel behavior and decision-making.