Social media and its influence on Tourism industry
Preisler, Lukas (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025053018730
https://urn.fi/URN:NBN:fi:amk-2025053018730
Tiivistelmä
This thesis, written in the january,february,march of 2025, explores the impact of social media on travel decision-making, with a focus on how different forms of digital content influence tourists’ perceptions and behavior. In an era where travelers increasingly rely on platforms such as Instagram, TikTok, YouTube, and TripAdvisor for inspiration and recommendations, the role of user-generated content (UGC) and influencer marketing has become central to modern tourism dynamics.
The study applies theoretical frameworks including the Theory of Planned Behavior (TPB), Uses and Gratifications Theory (UGT), and Electronic Word-of-Mouth (eWOM) to investigate the psychological and social mechanisms that shape travel-related decisions. A mixed-methods approach was adopted, combining a quantitative survey of 52 respondents with a qualitative content analysis of real social media posts.
Findings suggest that authenticity is a key driver of trust, with regular user content rated more influential than sponsored posts. Respondents also emphasized the value of peer feedback, visual inspiration, and emotionally resonant content. The content analysis supported these findings, revealing how highly engaging posts often aligned with trends in user preferences and travel behavior.
The thesis concludes by offering recommendations for tourism marketers to enhance audience engagement, leverage UGC, and maintain transparency in influencer collaborations. The results also highlight the growing importance of social media in shaping destination image, traveler trust, and marketing strategy within the tourism industry.
The study applies theoretical frameworks including the Theory of Planned Behavior (TPB), Uses and Gratifications Theory (UGT), and Electronic Word-of-Mouth (eWOM) to investigate the psychological and social mechanisms that shape travel-related decisions. A mixed-methods approach was adopted, combining a quantitative survey of 52 respondents with a qualitative content analysis of real social media posts.
Findings suggest that authenticity is a key driver of trust, with regular user content rated more influential than sponsored posts. Respondents also emphasized the value of peer feedback, visual inspiration, and emotionally resonant content. The content analysis supported these findings, revealing how highly engaging posts often aligned with trends in user preferences and travel behavior.
The thesis concludes by offering recommendations for tourism marketers to enhance audience engagement, leverage UGC, and maintain transparency in influencer collaborations. The results also highlight the growing importance of social media in shaping destination image, traveler trust, and marketing strategy within the tourism industry.