Domestic Youth Travelers in Bali: Exploring Social Media’s Role in Self Congruity and Intention to Revisit

The behavior of domestic tourists, especially the younger generation, is crucial in driving the tourism industry which had been silent during the pandemic. The importance of a deeper understanding of the behavior of youth travelers, especially in the use of social media, is the main focus of this study. Youth travelers are very aware with self-congruity of their chosen destination. The intention to revisit is an important factor in sustainable destination development. The purposes of this research are to find out the typology of youth travelers, find out the influence of social media usage intensity on youth travel self-congruity and their intention to revisit Bali. Structural Equation Modeling (SEM) was conducted as the analysis technique in this research. The results of this study are that the intensity of social media usage has a positive and significant influence on the intention to revisit among young tourists in Bali by 39.3%, while self-congruity is positively and significantly influenced by 29.2% by the intensity of social media usage.