Social Media Influence on Traveler Psychology and Experience

Abstract

Social media keeps evolving over time and is becoming more and more a trend. Almost all people tend to use them, even from a very young age. Millennials, Generation Z and A are most familiar with social media and technology in general, whereas Generation X and Boomers have started keeping up with them. What role do they play, though, in the hospitality industry? How do they affect a potential traveler’s psychology? These, and other relevant questions are about to be examined and answered in the following thesis. Theories such as the Pyramid of Maslow’s Needs, Social Comparison Theory, FoMO and Social Cognitive Theory will be explained and related to the thesis topic, in order to help reader figure out the connection between social media and how they affect traveler’s motivations, expectations, and experiences, in the 21st century. Instagram, TikTok, and Facebook have become key sources for travel inspiration and decision-making, needs, preferences, and expectations. Hospitality brands increasingly use targeted social media to engage people, setting aspirational experiences that influence their perceptions before their journey even begins.

With a quantitative approach, this research combines recent insight of travelers active on social media, and feedback from hospitality-travel professionals. This is supplemented by content analysis of popular social media posts to identify dominant themes, trends, and engagement strategies. The findings indicate that while social media marketing can heighten traveler anticipation and shape specific expectations, there might be a gap between these expectations and actual guest experiences, influenced by factors such as personal motives, societal trends, and travelers' needs in 2025.

By exploring the complicated relationship between social media influence, traveler motivations, and actual guest outcomes, this research contributes to a deeper understanding of digital era role in modern travel culture and offers practical guidance for more expectation-driven guest engagement.