Effects of social media on travel information in tourism industry

Nizam, Umi Raudah (2020) Effects of social media on travel information in tourism industry. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

This research was an approach to study the effects of social media on travel information in tourism industry. In Peninsular Malaysia, the scope of this research was aimed at local tourists traveling within Malaysia. The researcher then defined the use of social media on travel information in tourism industry. The researcher then investigated the relationship between the use of social media in the sharing of travel information with tourism and analysed the most influential dimension in determining the effectiveness of travel information sharing with tourism industry. Next, the researcher's method used in this research was surveying by distributing the questionnaire to the targeted respondents who are tourists using social media while traveling. A number of respondents who were calculated using the sampling data table were involved in the respondents for this distribution. The total number of respondents that the researcher approach was dete1mined by the location of the research. Researcher analysed the data using SPSS software to see the relationship between the personal characteristics of the consumer, the characteristics of the product and the satisfied feeling of consuming travel information sharing experience in the tourism industry. Researcher used Descriptive Analysis to cover demographic profile, Multiple Regression to test relationship strength between variables, and Pearson Correlation functioned to measure the relationship and direction between two variables. All research objectives were achieved throughout the study and so were all accepted the hypotheses. In brief, the relationship between IV and DV were positive. Last but not least, to meet the research goals, the researcher discussed and concluded the final data collected. In conclusion, the effectiveness of social media usage among tourists had been acknowledged and gave impacts towards the travel information on tourism industry. Social media are significant data sources that was accessible to all that enables user-generated content (UGC) to be created and exchanged also regarded authentic and reliable and influenced by visitors' plans, purchases and consumption of tourist products because social media is an Internet-based channels that authorize users to practically associate and precisely self-present, either in real-time or not occurring at the same time, with wide and small users deriving value from user-generated content and understanding of communication with one another.

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