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The Implementation of Smart Technologies for Business Success and Sustainability pp 927–936Cite as

Millennial Perspective of the Influence of Social Media and Tourism Destination Image on Visiting Decisions

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Part of the book series: Studies in Systems, Decision and Control ((SSDC,volume 216))

Abstract

This study analyzes how millennials use E-WOM on Instagram and destination images on visiting tourist destinations. To test the hypothesis, we performed a causal survey design. The study took place in a natural tourist destination in Yogyakarta, Indonesia. The sampling method uses non-probability sampling, specifically purposive sampling. Data analysis uses Path Analysis, and the results demonstrate that E-WOM has a favorable effect on the image of destinations. Image destination itself positively affects the decision to visit. E-WOM also surprisingly significantly influences the decision to visit. At the same time, our study also showed that image destination mediates the relationship of E-WOM on visiting decisions. Our research revealed that millennials have strong preferences and rely heavily on social media reviews to make purchasing decisions.

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Author information

Authors and Affiliations

  1. Doctoral of Management, Postgraduate Program, Universitas Muhammadiyah Yogyakarta, Yogyakarta, Indonesia

    Indah Fatmawati

  2. Department of Management, Faculty of Economics and Business, Universitas Muhammadiyah Yogyakarta, Yogyakarta, Indonesia

    Prisna Rahmawati, Agneta Prihastuti Lestarisiwi, Nurul Aini & Fadhilah Tsani

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  1. Indah Fatmawati
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  2. Prisna Rahmawati
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  3. Agneta Prihastuti Lestarisiwi
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  4. Nurul Aini
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  5. Fadhilah Tsani
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Corresponding author

Correspondence to Indah Fatmawati .

Editor information

Editors and Affiliations

  1. Ahlia University, Manama, Bahrain

    Allam Hamdan

  2. The University of Business and Technology, Jeddah, Saudi Arabia

    Haneen Mohammad Shoaib

  3. Northern Cyprus Campus, Middle East Technical University, Kalkanlı, Turkey

    Bahaaeddin Alareeni

  4. University College of Bahrain, Manama, Bahrain

    Reem Hamdan

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Fatmawati, I., Rahmawati, P., Lestarisiwi, A.P., Aini, N., Tsani, F. (2023). Millennial Perspective of the Influence of Social Media and Tourism Destination Image on Visiting Decisions. In: Hamdan, A., Shoaib, H.M., Alareeni, B., Hamdan, R. (eds) The Implementation of Smart Technologies for Business Success and Sustainability. Studies in Systems, Decision and Control, vol 216. Springer, Cham. https://doi.org/10.1007/978-3-031-10212-7_76

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