UTILIZATION OF SOCIAL MEDIA AS A TOOL IN SELECTING TOURIST DESTINATION: FOR RECOMMENDATION

Abstract

In today’s digital age, the internet has become a vital tool that significantly influences how people choose tourism destinations. This study aims to examine how factors such as online comments and reviews, content quality, website design, and connectivity affect tourists’ decision-making. A total of 80 randomly selected tourists who use social media in choosing their destinations participated in the survey. The respondents’ profile shows that most tourists were aged 19–25, with a majority being female. Facebook emerged as the most frequently used social media platform for selecting destinations. Detailed reviews were identified as one of the most influential factors, with respondents expressing strong agreement regarding the importance of comments and reviews. In addition, high-quality images and videos showcasing real-life experiences at tourist destinations were considered essential components of content quality, also receiving strong agreement from participants. Design also plays an important role, with clear icons and images enhancing users’ ability to interpret the information presented. Connectivity features, such as details about internet access points, were likewise considered crucial for ensuring a seamless travel experience. However, the researchers identified misinformation about destinations as the most significant challenge, as it can cause confusion and undermine trust. The study concludes that when social media content is well-organized—with detailed reviews, high-quality visuals, accessible design, and reliable connectivity information—it becomes a powerful tool that attracts tourists and supports informed decision-making. Overall, the study recommends that tourism stakeholders and social media managers prioritize creating visually appealing and factually accurate content. Active monitoring of social media accounts is essential for addressing misinformation and building trust with potential tourists. The study also advises tourists to consult multiple sources of information to ensure their decisions are based on verified facts. Implementing these recommendations can enhance credibility and strengthen the appeal of tourism destinations.