Impact of Social Media Benefits on Tourists’ Travel Choice


Authors : JAPM Jayasinghe; DMT Madushanka

Volume/Issue : Volume 6 - 2021, Issue 9 - September

Google Scholar : http://bitly.ws/gu88

Scribd : https://bit.ly/2X1EnHg

Travel and tourism is one of the world's most promising industries, and information is critical to its success. It's no secret that social media is a significant information source when it comes to influencing the travel plans of tourists. Since social media allows users to connect with people from all over the world, users can take advantage and numerous benefits which have diverse impacts on their travel choice. Hence, relatively few studies have addressed the relationship between social media benefits and tourists’ travel choice to Sri Lanka, the purpose of this study was to identify the impact of Social media benefits on tourist’ travel choice to Sri Lanka. The quantitative research approach was used to attain the suggested study objective, and data was collected in the form of primary data from 380 inbound tourists who visited Sri Lanka. Finding of this study suggested that hedonic, social, psychological, monetary, and functional benefits of social media have a significant positive impact on tourists’ travel choice. The study had further recommended for tourist practitioners to maintain an active presence in social media while ensuring the social enhancement, personal identity, involvement, and trust of the travelers. Moreover, to aware about the destinations promotion through social media and strengthening the interaction via social media such as blog articles, videos, pictures, virtual product, and informative postings have been discovered as a valuable tool for attracting tourists to a destination.

Keywords : In-Bound Tourist, Social Media Benefits, Tourists’ Choice, Sri Lanka

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