Effectiveness of Social Media Among Traveler’s Choice of Destination: Inputs to Promote the Tourism Industry

Abstract

This study showed how the tourism sector is applying the new paradigm of open innovation supported by social media. Currently, open innovation is a challenge in tourism, and social media is a strategic tool. The main objective of the study is to evaluate the impact of customer on using social media as part of how they choose their destination. Although there have been studies concerning information and communication technologies, adoption in the tourism industry, the research trends of mobile tourism are still not very clear due to the short development time and emerging nature of the technologies. To fill this gap, this study analyzed that social media has a big contribution on the decision making of the consumer for their travel destination, also helped them make their own travel itineraries based on their preferred schedule or time related to online tourism and hospitality.