Exploring the Impact of Social Media and Travel Review Websites on the Decision-Making Process of International Tourists

Thomas Mensah Asabere; Sheena Lovia  Boateng; Stephen Mahama Braimah

doi:10.55927/wakatobi.v3i1.14327

Authors

Thomas Mensah Asabere University of Ghana
Sheena Lovia Boateng University of Ghana
Stephen Mahama Braimah University of Ghana

DOI:

https://doi.org/10.55927/wakatobi.v3i1.14327

Keywords:

Social Media, Travel, Tourist

Abstract

This study explored how social media and travel review websites affect the decision process of international tourists. The method of the study was qualitative research for the way standards of travel review websites and social media influence the international tourist decision-making processes. The study presented vital information regarding the limited knowledge about how travel review websites, together with social media sites, affect international visitors' trip planning process. Trip planners looked at Instagram, Facebook and TikTok as their primary research platforms, even though Booking.com and TripAdvisor offered important travel information and feedback. The proposed social-influence travel decision-making model, SMITDM-IT, extends existing knowledge on how the different forms of social media content influence every step taken in the journey of a tourist. Participants were willing to continue using social media and travel review websites because of the platform provided for receiving various comments. The results from the study would be useful to industry practitioners such as the Ministry of Tourism, Arts, and Culture and the Ghana Tourism Authority.

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