Social Media and Its Influence on Travel Decision Making

Abstract

This chapter critically examines the transformative role of social media in contemporary travel decision-making, situating its analysis within established theoretical frameworks such as the Technology Acceptance Model (TAM), Theory of Planned Behavior (TPB), and Social Influence Theory. Social media platforms—most notably Instagram, Facebook, and YouTube—are explored as pivotal in influencing destination selection, itinerary planning, and the broader experiential dimensions of tourism. The discourse delves into the complex interplay between user-generated content and destination marketing, emphasizing the emergent power dynamics facilitated by social media influencers. Furthermore, the chapter interrogates the psychological constructs of social proof, fear of missing out (FOMO), and identity construction, elucidating their profound impact on tourist behavior.The chapter concludes by identifying significant research gaps, advocating for a nuanced understanding of the implications of social media on sustainable tourism development in an increasingly digital world