Title

PERCEIVED SOCIAL MEDIA INFLUENCE AFFECTING WORKING PROFESSIONALS’ TRAVEL INTENTION AND DECISION

Author(s)

Bagundol, Lianne Dale T.

Sta. Rita, Renallen D.

Trocio, Rovic Louel B.

Affiliation

Misamis University

Degree Program

Bachelor of Science In Hospitality Management

Contributor

Maribojoc, Chriscel Ann O. - Adviser

Rosauro, Catherine D. - Panel Member

Carpio, Renzitelo Alf P. - Panel Member

Ilusorio, Gilda L. - Panel Member

Elmedulan, Arniel Jr. M. - Instructor

Year

2024

Abstract

In the modern era, rampant exposure to technology and social media easily influences where and when to travel. Tasks that used to require several days can now be finished in hours or minutes. This study examines the influence of social media on working professionals' travel intentions and decisions. Ozamiz City, Misamis Occidental, was the chosen location of this study, which used a descriptive-correlational approach. Through the snowball sampling technique, the respondents of this study were 377 working professionals with prior traveling experiences and were willing to participate. The instruments were all adapted and modified by authors with published studies. Using a four-point Likert Scale, The Social Media Questionnaire had 15 indicators to answer the social media influence of working professionals to travel, the Travel Intention Questionnaire consisted of 13 indicators in answering the travel intention among working professionals, and the Travel Decision Questionnaire had 10 indicators in aiding to answer the travel decision of working professionals. The Pearson Product-Moment Correlation and the Mean and Standard Deviation were used as statistical tools. The findings revealed that social media has become an integral platform used by working professionals as an influential platform in which high mean scores reflect the respondents' favorable attitude toward traveling, indicating that they engage in travel-related activities. By understanding the strong inclination of the demographic towards traveling, targeted marketing strategies can be designed to appeal to the travel interests and preferences of the working professionals and offerings that appeal to the specific needs and preferences of the target demographic. There is a huge importance for the sector to leverage social media as a significant platform in marketing and increasing engagement towards a certain destination to effectively influence the decision of the demographics' intention to travel. Therefore, exposure to tourist destinations advertised on social media significantly raises the travel intentions of the employees and influences their travel decisions. Interestingly, introducing travel intentions as a mediator enhances the positive effect of social media influence on travel decisions. However, it is worth mentioning that, independently, social media effects have a greater effect on the travel rejection process when mediated by travel intentions, indicating a subtle relationship in which travel intentions may attenuate the direct influence of social media on employee travel decisions. It is recommended that social media be used to influence the advertisement of the 4As in traveling (amenities, accommodation, attraction, and accessibility), in which a larger audience and a larger consumer market will be reached. This, in turn, will lead to enhancements of the 4As of businesses and establishments to compete in the larger market. In this light, hotels and other accommodation establishments are recommended to use social media platforms to advertise the amenities, accommodations, attractions, and accessibility within the establishments. Future researchers should conduct further analyses regarding relevant sub-topics as factors contributing to individuals' and working professionals' travel intention and decision-making.

Keywords

Social Media Influence, Travel Intention, Travel Decision, Working Professionals