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

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.