The impact of social media on consumer behaviour in the travel industry

Abstract

Purpose: The purpose of this study is to better understand the impact of social media on consumer behaviour in the travel industry. Design/Methodology/Approach: Journals, textbooks and online sources were used to get a better idea of past research. Primary data was obtained through a focus group and a questionnaire was distributed to a sample of respondents aged between 18 and 29 years. Findings: Results show that social media has a high rate of usage amongst the 18 to 29 age group. It is mostly used to compare products and look for information. Most respondents already use social media for travel purchases, with special reference to review sites. Social media is preferred over traditional media and encourages users to travel. In the postpurchase stage, social media is used to express both satisfaction and dissatisfaction. Information on social media is perceived to be credible. Having an online presence helps companies build more trust. Research limitations/implications: The researcher was unable to collect further data due to time constraints. The evolving nature of social media requires future research to consider emerging trends. One might target other age groups to highlight any similarities or differences. Practical implications: The ever-increasing use of social media indicates the importance for companies to recognise the usefulness of this tool in better reaching their target audience. Originality/value: Social media is a continuously evolving phenomenon. For this research to remain valid in the future, it needs to be updated with changing trends.