2022 |
Volume 10 |
Issue Issue 1
The Role of Social Media Influencers on Millennials Travel Decision
1.
T. Gojol
– Lyceum Of The Phillipines University, Muralla St, Intramuros, Manila, Philippines.
2.
A. Ollamina
– Lyceum Of The Phillipines University, Muralla St, Intramuros, Manila, Philippines.
3.
C. Vega
– Lyceum Of The Phillipines University, Muralla St, Intramuros, Manila, Philippines.
4.
G. Martinez
– Lyceum Of The Phillipines University, Muralla St, Intramuros, Manila, Philippines.
5.
G. Agosto
– Lyceum Of The Phillipines University, Muralla St, Intramuros, Manila, Philippines.
6.
J. Pineda
– Lyceum Of The Phillipines University, Muralla St, Intramuros, Manila, Philippines.
Received
18-Jan-2023
|
Accepted
-
|
Published
18-Jan-2023
|
Abstract
The purpose of this study is to distinguish the role of social media influencers on millennials’ travel decisions. Appropriating quantitative research and a descriptive method, the researchers utilized purposive sampling to determine the respondents and applied a survey questionnaire as a research instrument for data gathering. A cumulative of 351 participants responded to the survey. The results presented that female millennials ages 25-28 residing in the National Capital Region are the most active in social media and socializing with influencers. Furthermore, upon utilizing a descriptive statistical analysis, the data presented that the role of social media influencers in promotion, raising awareness, and influencing the behavior of millennials on travel decisions is high to moderately compelling. Therefore, social media influencers have a striking impact on the travel and hospitality industry; moreover, if exercised correctly could boost the industry and economy.
Keywords Social Media Influencer, Millennials, Promotion, Awareness, Behavior
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