social media utilization of tourists for travel related purposes

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International Journal of Contemporary Hospitality Management

ISSN : 0959-6119

Article publication date: 13 July 2015

The aim of this study is to determine social media use by consumers for travel-related purposes.

Design/methodology/approach

A quantitative study was conducted after reviewing the related literature. The primary data were collected by means of an online questionnaire, and the results were analyzed using a statistical package program.

The respondents use social media intensively both in their daily lives ( > 96 per cent) and in travel-related activities (95 per cent). In addition to the detailed analyses of their usage, a model was developed to identify the factors behind social media use for travel-related purposes.

Research limitations/implications

As a result of an online questionnaire method, only consumers having an Internet access could respond to the survey. Additionally, the sample was not random, and the respondents were selected only from Turkey. Consequently, the study may suffer from a generalization problem, especially for markets with major different cultural characteristics.

Practical implications

The findings of the study may assist academics and practitioners to better understand social media and Web 2.0 technologies and their effects on consumers.

Originality/value

One of the dominant trends affecting consumer behavior and tourism marketing in recent years is the use of social media. It is critical to understand such developments and their effects on consumer behavior that may impact on the distribution and accessibility of travel-related information.

• Consumer behavior
• User-generated content
• Social media

Öz, M. (2015), "Social media utilization of tourists for travel-related purposes", International Journal of Contemporary Hospitality Management , Vol. 27 No. 5, pp. 1003-1023. https://doi.org/10.1108/IJCHM-01-2014-0034

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Social media utilization of tourists for travel-related purposes

Purpose – The aim of this study is to determine social media use by consumers for travel-related purposes. Design/methodology/approach – A quantitative study was conducted after reviewing the related literature. The primary data were collected by means of an online questionnaire, and the results were analyzed using a statistical package program. Findings – The respondents use social media intensively both in their daily lives ( > 96 per cent) and in travel-related activities (95 per cent). In addition to the detailed analyses of their usage, a model was developed to identify the factors behind social media use for travel-related purposes. Research limitations/implications – As a result of an online questionnaire method, only consumers having an Internet access could respond to the survey. Additionally, the sample was not random, and the respondents were selected only from Turkey. Consequently, the study may suffer from a generalization problem, especially for markets with major different cultural characteristics. Practical implications – The findings of the study may assist academics and practitioners to better understand social media and Web 2.0 technologies and their effects on consumers. Originality/value – One of the dominant trends affecting consumer behavior and tourism marketing in recent years is the use of social media. It is critical to understand such developments and their effects on consumer behavior that may impact on the distribution and accessibility of travel-related information.

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Social media use for travel purposes: a cross cultural comparison between Portugal and the UK

• Original Research
• Published: 02 February 2017
• Volume 17 , pages 161–181, ( 2017 )

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• Suzanne Amaro 1 &
• Paulo Duarte   ORCID: orcid.org/0000-0001-8449-5474 2  

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Social media plays an important role in travelers’ planning and decision-making. Research has highlighted that the use of social media on travel planning may differ among countries, whereas culture may explain those differences. This article explores the use of social media for travel and compares United Kingdom and Portuguese citizens based on Hofstede’s cultural dimensions. Results revealed that travelers from both countries use social media essentially before travelling yet, some differences were found regarding the use after traveling and between social media consumption and creation. Travel marketers can use this knowledge to adapt social media strategies to country specific situations.

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Source http://geert-hofstede.com/ . Accessed 3rd March 2015

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Amaro, S., Duarte, P. Social media use for travel purposes: a cross cultural comparison between Portugal and the UK. Inf Technol Tourism 17 , 161–181 (2017). https://doi.org/10.1007/s40558-017-0074-7

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Received : 15 June 2016

Revised : 29 December 2016

Accepted : 20 January 2017

Published : 02 February 2017

Issue Date : June 2017

DOI : https://doi.org/10.1007/s40558-017-0074-7

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Social Media has the Greatest Influence on Travel Destination Choices

Sponsored post by booking.com.

The COVID years have paved the way for greater consumer trust and familiarity with advancement in biometric identity management and automatic check-in at airports. However, social media continues to cement itself as a crucial ingredient for many travelers, with 75% using social platforms as a source of inspiration for travel.

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This infographic show the share of respondents who were influenced to travel to a destination, by channel

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Social media utilization of tourists for travel-related purposes

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