Factor Influencing Generation Y Tourism To Use Social Media In Melaka

Chong, Wan Ni (2019) Factor Influencing Generation Y Tourism To Use Social Media In Melaka. Project Report. UTeM, Melaka, Malaysia. (Submitted)

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Abstract

This research was to investigate factors influencing Generation Y to use social media as a travel information search in Melaka. Social media has essentially redesigned and reshaped the approach of tourism information or the way people plan and arrange for their travel. In January to April 2017, the total number of tourists visiting Melaka rose to 5.38 million in the first four months of this year as compared to 4.77 million for the same period last year. Hence, this research was to determine the relationship between factors influencing Generation Y tourism to use social media in selecting a destination to travel in Melaka. This research also targeted 250 tourists in Melaka and the target respondent are Generation Y who visit Melaka. The findings of this research reveal three independent variables (informativeness, trustworthiness, and interactiveness). The researcher was spreading questionnaires and the data will then be analyzed by applying Statistical package for social science (SPSS) with descriptive analysis, correlation analysis, and multi-regression analysis. Informativeness was the most influencing factor influence Generation Y tourism to use social media in selecting a travel destination then followed by interactiveness and trustworthiness was the least influencing factor. The result shows that both of the factors has a significant positive relationship toward the intention to use social media.

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