Social media for travel: an extended theory of planned behavior approach

Purpose The papers explore the influence of Brand Image of Travel Destinations (BITD) induced by social media on consumers' travel intention. Grounded in the Theory of Planned Behavior (TPB), the study extends it by integrating BITD and Electronic Word of Mouth (eWOM) into this framework. Design/methodology/approach Quantitative approach of data was collected from travelers who were active in social media, and structural equation modeling was used to examine the intricacies of BITD, eWOM, Travel Intention (TI) and Trust (TR). Findings Consumer trust significantly influences the overall brand perception of travel destinations. However, it did not moderate the relationship between BITD and eWOM. eWOM mediated the relationship between BITD and TI, reinforcing the power of social proof in peer recommendation. Research limitations/implications Future research should consider the long-term effects of TR on consumers’ perceptions and intentions toward tourist destinations. Additionally, studies could examine cross-cultural differences or use longitudinal data to validate the stability of relationships among BITD, eWOM, and TI over time. Practical implications The study offers insights for travel marketers, highlighting the importance of promoting positive eWOM through engaging content and collaborations with various influencers. Practitioners must focus on enhancing BITD and trust-building strategies to effectively influence the travel intention of consumers. Originality/value The research advances the extension of TPB by incorporating social media elements such as BITD and eWOM. The findings are relevant both for academic researchers and practitioners in the area of travel industry.