The Influence of Facebook and Instagram in the Decision-Making Process of Prospective Tourists

This study examines the influence of Facebook and Instagram on the decision-making process of prospective tourists. It explores the role of social media in travel and tourism, the impact of Facebook and Instagram on tourists' destination selection, and the preferred platforms for gathering travel information. The study also discusses the advantages and disadvantages of using Facebook and Instagram for marketing travel agencies.

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FACEBOOK AND INSTAGRAM
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Contents
Background...........................................................................................................................4
Research questions...............................................................................................................7
Research objectives and aims..............................................................................................7
Literature review..................................................................................................................8
Decision making theory social media and tourism............................................................8
Decision-making process – Kotler et al..............................................................................9
Use of social media in decision making for holidays.......................................................10
Influence of social media in decision making for holidays.............................................10
Methodology.......................................................................................................................11
Timeline...............................................................................................................................13
References...........................................................................................................................16

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The Influence of Facebook and Instagram in the Decision-Making Process of Prospective
Tourists
Background
Today, there is increased travel-related content on Facebook and Instagram. Since the
introduction of social media platforms, marketing of traveling agencies has been efficient. People
have been able to market their traveling agencies through social media. There, words and
pictures perform the entire marketing phenomena. As the old saying goes, pictures are worth a
thousand words. Many researchers believe there is a positive correlation between Instagram,
Facebook and how tourist make their prospective decisions to their destinations. Reason behind
choosing the topic is today technology has taken over numerous activities which humans are
involved in. social media being one of them, there is some influence which it possess to how
tourists make their decisions.
Today, social media has become part and parcel of an individual’s life. However, for
decades, visiting new destinations and traveling have been part of many people’s lives. As such,
it has become inevitable for these two entities to merge in some way (Molinillo et al., 2018,
pp.116-130). Perhaps, they are becoming interdependent to each other. Instagram and Facebook
are one of the well-established social platforms which have been growing in recent years.
Traveling for education purposes, working at digital marketing agencies and investigating
the role of social media has been on the radar of many researchers. Social media offers plenty of
resources in regards to user-generated content, its impact on social media in consumer behavior,
information search and decision making (Munar and Jacobsen 2014, pp.46-54). Despite the

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previous studies done, scientists have not agreed yet on a standard definition of social media and
its taxonomy. Also, it is imperative to define Facebook and Instagram, and t understand how it
impacts social media in the travel industry.
Instagram and Facebook are one of the latest inventions of social media. However,
Facebook came earlier; it was initially not used as a marketing tool. People used it for
communication purposes (Molinillo et al., 2018, pp.116-130). Today, both applications are used
for a variety of reasons, and the marketing of traveling destinations has become one of the
reasons.
Travel industries are output oriented. They are intangible and composed of sub-decisions
which make it different from other sectors in business. As such, the decision making framework
in traveling agencies is underestimated (Kim 2017, pp.687-702). Differences in markets also
vary within nations. For instance, while other countries contain numerous destinations for tourist
visits, others may have little to offer. On the other hand, countries with little destinations to offer
might have some of the best scenes to be viewed. As such, depending on how traveling agency
markets themselves, the possibility of getting many tourists relies on social media.
Social media can be termed as applications and websites which provide a user with the
ability to participate in social networking by sharing content. Social networking sites are
dedicated websites which allow its users to interact with people around the world. At times, they
are useful in aging access to a job or travel opportunity (Maiorescu et al., 2014, pp.1288-1297).
While describing the content on social media, the term user-generated content is mostly used.
This can be described as a written, visual or audio-visual content which users incorporate as
much as the growing phenomena are concerned. Social media being the latest innovations, it is

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one of the broadest platforms in the current age. For instance, social media incorporates
Facebook, Twitter, LinkedIn, Pinterest Snapchat, Instagram among others (Kim 2017, pp.687-
702). A case study approach will be undertaken specifically on Instagram and Facebook on the
influence of social media on the choice of destination by tourists.
Through the years, it is evident that Facebook and Instagram have been growing steadily.
Again, this growth led to pertinence in society today which results in the study. Both for personal
and business uses, Instagram and Facebook accounts are predominantly created. For professional
uses, it includes travel destinations accounts, travel companies and professional photographers
among others (Tham, Croy, and Mair 2013, pp.144-155). Personal accounts include blogs
relating to tourism, prominent personalities, and other interested public members. The two
accounts can either be public or private, and both professional and personal accounts can be
opened in the same context depending on the owner.
In June 2015, social media platforms developed their search and explored options. Here,
people are allowed to search for places, hashtags, and people (Kim 2017, pp.687-702). Also,
users can post pictures and tag their locations as they provide information to the place they have
been tagged in. Information provided can also be the destination where the picture was taken. In
most cases, many users have always allowed their profiles to be public to allow people around
the globe to find them and view their pictures (Del Chiappa 2011, pp. 331-342). Depending on
the privacy of the user, the account privacy can be twitched. For instance, it can be set to the
public which means content shown can be viewed by other users while private would only be
limited to users the persons accepts as their friends or followers.

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The paper is aimed at investigating ways which Instagram and Facebook impact in the
decision making the process for prospective tourists. The article will discuss the role of social
media on travel and tourism. Secondly, it will discuss the influence of Facebook and Instagram
on tourists while selecting their destinations (Cheah, 2019). Lastly, the article will discuss the
tourist's preference of platforms to offer ideas and make the right decisions about their travel
destinations. Lastly, the article will also explain the negatives of Facebook and Instagram as
much as social media marketing is concerned.
Research questions
Question 1: What role play Social Media on travel and tourism activities?
Question 2: What influence have Facebook and Instagram on tourists mind when selecting
their holiday destination?
Question 3: Which is the preferred platform for tourists to find the ideas and to help them
to take the right decision?
Question 3: what are some of the pros and cons of using Facebook and Instagram while
marketing a travel agency?
Research objectives and aims
The study is aimed at understanding how Facebook and Instagram affect the decision-
making process of prospective tourists. Also, it would detail on which process are used by the
tourist while planning for their destination. As such, the study will incorporate the following
ideas.
To provide a clear understanding of the role of social media on travel and tourism
activities.

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To provide a clear understanding of the influence Facebook and Instagram have on
tourists while they are selecting their holiday destinations.
To know which platforms between Instagram and Facebook that tourists prefer to get
information about places they want to travel to.
To know the advantages and disadvantages of Facebook and Instagram on selecting travel
destinations for prospect tourists.
To help marketers and businesses know the prospect tourists decision-making process
while selecting a travel destination.
Literature review.
Decision making theory social media and tourism
The Internet has an essential role in shifting how people communicate, work and do their
business. By the evolution of traditionally static sites (web 1.0) internet became broadly
supported which contributed to its shift to interactive-based sites (web 2.0). Through the
interactive-based sites, individuals use the internet to express themselves in a new form of
communication (Gursoy 2019, pp.53-60). Such is termed as the online way of communicating.
Through this, people have been able to express their selves which has marked a new period of
communication in the virtual world which has changed society.
Tourism has evolved throughout the years. As such, it has also impacted on technological
advances greatly. Implementation of technology to the tourism and travel sector has also
triggered its growth (Pesonen, J. and Pasanen 2017, pp. 431-443). Currently, many users are
using technology in the form of social media platforms to make decisions about their travel
destinations.

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When defining concepts found in tourism, it is essential to consider customer activities. In
tourism, activities are decided by the customer, for instance, vacations and recreations (Gursoy
2019, pp.53-60). As such, the main idea in tourism is to center on consumer behavior. When
marketing concepts have been applied in many companies, a study on consumer behavior
enlarges. The more complex the consumer behavior appears to be, stipulates the study which is
required from social media. In customer behavior, the decision making criteria is the scope of
study (Sedera et al., 2017, pp.825-836). As such, researchers perceive customers as decision-
makers in the tourism sector.
Decision-making process – Kotler et al
While making decisions related to travel and tourism, there are three phases which are
involved. First is the pre-trip phase. This is the phase in which a person faces before they do the
traveling. It consists of the person mentioning reasons why they want to travel. Secondly, they
would gather information and evaluate suitable destinations which they can travel to. Also, here
they will state the activities which they are going to carry out. Also, they will mention on the best
time and how long they intend to do their vacation (Fotis, Buhalis, and Rossides 2011, pp. 1-19).
Lastly, the travel decision in this phase includes purchasing products which would be useful
during the vacation, such include booking hotel rooms, and the airline or car tickets.
The second part is known as during the trip phase. Here, the travelers are already
undergoing a traveling phase. It entails the consumption of products in the realm of tourism. This
includes transportation, food, accommodation, and attraction sites (Bilgihan et al. 2016, pp.287-
296). Also, while the tourist is visiting, they would inquire about additional information about
the place they are visiting.

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The last stage is the post-trip phase. This occurs after most of the travel activities have
been completed. This is the phase in which tourists have completed their travel plans and are
back to their homes after traveling. Their experiences are evaluated and satisfaction rate to
products, services and places given by them during this phase (Jovanović 2019, pp.252-263).
According to the results of the evaluation, the next tourism behavior will be influenced. To do
other travels, the tourists will save the memory of what they have experienced for future
references.
Use of social media in decision making for holidays
Due to the composite and experiential nature of holiday travel products, purchases related
to holiday travel are complex. They involve high risks which require extensive research before a
decision is made. Within such information search processes, consumers would rely on social
media (Varkaris and Neuhofer 2017, pp.101-118). Through social platforms such as Facebook
and Instagram, they can learn other tourist’s experiences. This will increase utility exchange and
reduce uncertainty. Per se, social media reduces the risks which one would encounter before they
did their research about the destination they plan on visiting.
Social media through hashtags is essential in making decisions for holidays. For instance,
if one wanted to visit a place, they would either use Facebook or Instagram to gauge about the
site. On Instagram, they will know the popularity of the place through the comments and like
which have been left on the page. On the other hand, through Facebook, they would see how
many people who have visited the area and the recommendations given by each member (Parra-
López et al., 2012, pp.171-187). Then, upon finding a suitable place for vacation, one can

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prepare for their vacation. As such, social media would have been used to make correct and
precise decisions.
Influence of social media in decision making for holidays.
The use of social media platforms like Facebook and Instagram has led to the rise of the
tourism industry. With good photos shared online, the users of the platform get the opportunity
to view what to expect when they visit their destination. When the images shared are pleasant,
the tourist will visit the place and experience the vacation. The social media platforms are
essential in communicating with the touring agency and the feedback given can be essential in
understanding the kind of services provided (Munar and Jacobsen 2013, pp.1-19). If the service
provided is expected to be good, the potential tourist will tour the destination. Touring agencies
are also essential in marketing the destination and attract more potential visitors. In conjunction
with touring agencies, social media platforms such as Facebook and Instagram have influenced
decision making for holidays.
Methodology
The research was aimed at understanding the role of Instagram and Facebook to prospect,
tourists, as they decide on travel destinations. While collecting data, the study incorporated both
qualitative and quantitative data. Questionnaires, interviews, and observations for the research
(Noti, 2013). Qualitative data was done by reviewing relevant data texts books, websites,
journals, thesis, magazines, newspapers, and personal observations to meet the research
objectives as desired applicable.
On the other hand, quantitative data was also used to guarantee the research was flawless.
The research was based on the use of raw statistics and information fixated on the techniques that

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yield the real issues from the consistent respondents and hence what is knowledgeable, though of
and felt by the individuals concerned was collected (Bronner, F. and de Hoog 2014, pp.51-71).
The questionnaires received back was examined individually and thoroughly to come up with
salient features. This was further done by tabulation of response results rated by the preference of
social media platform, frequency of traveling and marital status (Liu, Wu, and Li 2019, pp.355-
369). This helped in coming up with the conclusion of the findings of the study effectively.
Raw data is the type of data directly collected from the first-hand experience or sample;
examples are direct observation, questionnaires, group discussions, and interviews. In the case of
this research, the investigator collected the data by the use of questionnaires, direct observations
and interviews from some of the Instagram and Facebook users (Sârbu, Alecu, and Dina, 2018,
pp.1016-1028). The research also used an interview to enhance the clarity of information from
the respondents. The respondents were interviewed on queries which had already been equipped.
In this study, a projection of 100 participants is expected who will be provided with
questionnaires. Also, ten people would be interviewed; five were male and the other five
females. The questionnaires will be distributed to some of the tourists at selected places.
Finally, after the collection process is complete, data is then analyzed. Here, a description
of what was used for data entry and analysis is incorporated (Dixit, Lee, and Loo 2019, pp.151-
161). The data collected was checked for uniformity, completeness, accuracy, and consistency
using software for a statistical test called Statistical Package for Social Sciences.
In terms of percentages, frequencies, means, and standard deviation, Descriptive statistics
were used for the examination of socio-economic and demographic features. Chi-square test was
used to determine the association between definite data such as age, marital status and motherly

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knowledge of growth charts (Fotis, Buhalis, and Rossides 2012, pp. 13-24). A p-value of less
than 0.05 was considered for testing for the statically significance.
Finally, all data obtained for this survey is useful for this academic research only.
Permission to conduct the research was sought from the University Department through a
research authorization letter, and research permit was obtained from the University
Administration (VALI, S.M., and TEWARI, p.199). Informed voluntary written and printed
consent also obtained from the participants. Concealment and privacy of the participants are
observed in all the study processes (Baicu, and Popescu 2014, p.258). The research is about
social media, one of the fastest and growing sectors in every country. As such, it would be easier
to find volunteers who can help with the study. Resources to be used would be gadgets including
computers, laptops, mobile accessories and people who can be interviewed. This will be after
selection of an appropriate location to conduct the study.
Timeline
Approximately, the research would take a timescale of six months and tops in order for the entire
research to be completed. The activities are represented in the chart below.

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2019
Activities
May
June
Aug
Sep
Oct
Nov
Dec
Jan
Feb
Mar
April
Proposal
preparation
Supervisor’s
review and
corrections
Literature
Review
Corrections
and submission of
the proposal
Data
collection
Data Analysis
Thesis writing

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Supervisor’s
review
Incorporation
of comments and
suggestions

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