Murdoch University TOU322 Project: Social Media Influence

This project report, submitted by Angelina Tay from Murdoch University, investigates the influence of social media on the travel decision-making processes of Singaporean young adults. The research addresses three key questions: the impact of e-word-of-mouth (eWOM) and online reviews, the credibility of social media in influencing tourism service purchases, and the factors affecting information usage from social media. The study employs a quantitative approach, utilizing an online survey with 102 participants aged 18-35. The report includes a comprehensive literature review examining motivations for social media use in travel, the reliability of online reviews, and traveler attitudes. The findings and discussion chapter analyzes the survey data, exploring demographics, travel profiles, motivations, attitudes, and the reliability of online reviews. The report concludes by summarizing key findings, discussing research limitations, and suggesting implications for future research within the tourism and hospitality industries.