Biography

Erin Marshall obtained her MBA from UCCI in July 2011. Mrs Marshall’s thesis researched the influence of social media and social networks when selecting a vacation destination. She currently works in the fields of web development, social networking and tourism.

Article Title

The Influence of Social Media and Social Networks on Decision Making when Selecting a Vacation Destination

Abstract

This research examines the impact of social media and social networks on individuals when they are selecting a vacation destination. The concept for social networking is based on word of mouth and has allowed individuals the opportunity to communicate positive and negative experiences with others on a scale that was unattainable until recently. The focus of the study is to determine the level of influence social media has on individuals when compared to other more established methods of influence when selecting a vacation destination. The literature suggests the amount of influence is limited when measured against traditional media; however, there is evidence to suggest as social networks and social media become more accepted as legitimate marketing channels, the amount of influence they have will increase. The conducted research relating to this topic supports the existing literature stating a low level of influence overall; however, when evaluating the data closer it appears the older a social network user is, the more influential social media is when making vacation destination selections. The methodology for the study incorporated the essence of social networking by using the sites themselves to gather participants. This tactic could skew the results in some instances; however, the study shows the use of social media and networks does not result in elevated influence responses. Evaluating actions over the previous 50 years demonstrates how we arrived at the present and what actions are taken now will influence the success or failure of attaining the goals of a tourism dependent country. Destinations realised the more time spent on digital marketing resulted in the ability to obtain more information about their target audience. Recognising the importance of embracing change and realising what worked 50 years ago may have to evolve over the next 50 to maintain its effectiveness and viability.