Are travellers' destination visit intentions influenced by social media An information adoption theory perspective

Social media significantly influences travelers' intentions to visit UNESCO World Heritage Sites, with information usefulness emerging as the strongest predictor. A study of 220 respondents found that argument quality, attitude, and tie strength—measures of how effectively social media presents information—positively impact perceived usefulness, which in turn drives destination visit intentions. The research applied the Information Adoption Model to analyze data from travelers visiting the Buddhist Monuments at Sanchi and the Rock Shelters of Bhimbetka (both in Madhya Pradesh, India) using structural equation modeling. Notably, source credibility did not significantly affect outcomes. This work highlights social media's role as a critical tool for pre-visit information gathering, offering insights into how digital platforms shape travel behavior.

Kumar, A., & Lata, S. (2024). Are travellers’ destination visit intentions influenced by social media An information adoption theory perspective. International Journal of Indian Culture and Business Management, 33(1), 103–120. https://doi.org/10.1504/ijicbm.2024.141582