Impact of Social Influence and Bandwagon Effect in Tourism Students: A Basis for an Action Plan

Abstract

The researchers explored the influence of social factors, specifically social influence, and the bandwagon effect, on the travel choices of Bachelor of Science in Tourism Management (BSTM) students. Utilizing a quantitative approach with a descriptive research design, a self- constructed survey was distributed to BSTM students from Nueva Ecija University of Science and Technology. Stratified random sampling was employed, resulting in a sample size of 103 respondents. The study found that social media significantly influences the travel decisions of BSTM students, with many relying on travel-related content on platforms like Instagram, Facebook, and Twitter for inspiration and information. The bandwagon effect also plays a pivotal role in their travel choices, with students often swayed by the popularity and trends associated with certain destinations. However, the study found no significant variations in the impact of social influence and the bandwagon effect across different academic years. Based on these findings, the study proposes a comprehensive action plan to address these influences through awareness campaigns, personalized counseling, stakeholder collaboration, digital education, continuous research, capacity-building initiatives, community engagement, and regular reviews for ongoing optimization.