The impact of social media on young travellers’ purchasing decisions

Abstract

This study investigates how social media affects young people's travel decisions, resulting in impulsive bookings and altered travel patterns. It focuses on relationships with travel brands on platforms such as Instagram, TikTok, and Facebook, investigating the elements that influence impulsive choices and how perceived reliability in digital marketing affects trust in travel firms. Semi-structured interviews were organized with 16 young adults (ages 20–35) who frequently utilize social media for trip preparation. Thematic research revealed that usergenerated material is perceived as more legitimate than influencer marketing, although AI powered travel advice is frequently regarded with mistrust. Social media allows people to find unusual, low-cost destinations, but inaccurate online portrayals remain an issue. These findings emphasize the necessity of travel businesses focusing on reliability and trustworthiness in order to successfully reach young travellers in a rapidly changing digital landscape. The primary limitation of the study is its dependence on self-reported data that may be influenced by social desirability bias, with respondents potentially providing responses that are socially appropriate.