INFLUENCING FACTORS OF SOCIAL MEDIA USAGE AND TRUST AS MEDIATORS ON THE INTENTION TO TRAVEL AMONG THE YOUNG GENERATION

Abstract: The aim of this study is to explore the factors that influence social media usage and to analyse how trust functions as a mediator between social media usage and travel intentions among young people. In the current digital era, social media now has played a major role in shaping travel decisions, especially among young travelers. Using a systematic sampling approach, 400 questionnaires was distributed to young tourists, with 306 respondents (78%) completing and returning the questionnaires. The data was then examined through covariance-based structural equation modeling (CB-SEM), which enabled the researchers to explore the relationships among the study's variables. The findings identified several key insights. First, the perceived ease of using social media had a significant impact on its adoption by young travelers. Social media usage also emerged as a strong predictor of travel intention. Most notably, the research highlighted that trust plays a critical mediating role between social media usage and travel intention. This indicates that while social media platforms impact the travel decisions of young tourists, their trust in the content and information shared on these platforms increases the likelihood of them making travel decisions based on that content. This research contributes to the current body of literature by emphasizing the importance of trust in the digital space, particularly in relation to social media and travel intentions. The insights gained from this research are valuable for tourism operators and service providers, offering guidance on how to tailor social media content and strategies to align with the preferences of young tourists. By understanding the role of trust in shaping travel intentions, tourism businesses can optimize their marketing efforts and engage more effectively with this key demographic. Keywords: Factors Influence; Social Media Usage; Trust; Travel Intention; Young Generation