Social Media Adoption in Tourism Promotion and Tourist Intention: A Diffusion of Invovation Approach

Abstract

The tourism industry's reliance on social media as a potent marketing and promotional tool is increasingly evident, with platforms offering unparalleled reach and engagement with potential travelers. This research employs the Diffusion of Innovation (DOI) Theory to investigate the adoption and spread of social media platforms within the tourism industry. Using a sample of 300 respondents, selected through snowball sampling, the study employs Structural Equation Modeling (SEM) with Smart PLS to analyze the data. The research aims to understand the relationship between social media usage by different entities—government and official authorities, influencers, and tourism organizations—and its impact on tourism promotion and travelers' plans. Results indicate a significant positive relationship between government and official authorities' adoption of social media and the promotion of tourism. Similarly, social media use by influencers and tourism organizations positively influences tourism promotion. Moreover, this study underscores the substantial influence of government-backed promotions and those supported by tourism organizations on the future travel plans of tourists. Notably, these promotional efforts play a crucial role in shaping the decisions of prospective travelers. In contrast, the research found a negligible impact of influencers' promotion on individuals' travel plans. The study's model, explaining 57% of the variance, attests to its predictive accuracy and concludes that in the contemporary digital era, the tourism industry's adept utilization of social media platforms, particularly through government and tourism organizations, emerges as a powerful force that significantly molds tourists' plans and contributes substantively to the industry's sustainable growth.