An In-Depth Analysis of Factors Influencing Female Youth Travelers to Share Travel Experiences on Social Media

Technology has changed the way people travel holistically, from plans to sharing an experience on platform digital such as social media. Travel experience shared on social media is considered more reliable than information from tourism organizations or the private sector. About 79.5 percent of social media users in Indonesia aged above 18 years old, in line with youth travelers’ domination in global tourism recently. This study investigates the factors influencing female youth travelers to share their travel experiences on social media platforms like WhatsApp, Instagram, Facebook, and TikTok. The informants selected by incidental sampling technique focus on female domestic tourists. Using a quantitative approach and exploratory factor analysis (EFA), five key determinants were identified: perceived enjoyment, community engagement, personal fulfillment, self-presentation, and altruism. These factors significantly impact the decision of youth female travelers to share their travel experiences on social media. The findings contribute to understanding the role of social media in shaping travel behaviors and experiences, and also gives a foundation for marketers in the tourism industry to design appropriate marketing strategies.