Examining the Impact of Social Media on Tourism Buying Behaviour: A Study of Influences, Perceptions, and Engagement in Travel Decisions

Abstract

Travellers now mostly get their information about tourism destinations from the Internet. The World Tourism Organisation estimates that 95% of Internet users look for travel-related information online, and 93% of users say they have visited travel websites when making trip plans.. The number of people utilising the Internet to plan their travel and holidays has increased by more than 300% in the last five years.