Household Behavior in Choosing Travel Destinations: The Impact of Social Media and Digital Influencers
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Apr 30, 2025
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Abstract
This study explores the influence of social media and digital influencers on household decision-making in selecting travel destinations, focusing on the mediating role of family perception. Using a quantitative approach, data were collected from 400 respondents through purposive sampling and analyzed with Partial Least Squares-Structural Equation Modeling (PLS-SEM). A structured questionnaire with a 1–5 Likert scale measured the impact of social media, digital influencers, family perception, and household decision-making. The findings reveal that social media does not significantly influence household decision-making, either directly or indirectly through family perception. Conversely, digital influencers have a notable impact, with family perception serving as a strong mediator. At a microeconomic level, credible content from influencers influences internal family discussions, while at a macroeconomic level, influencer collaborations enhance destination promotion, visibility, and local economic growth. This study offers insights into the strategic use of digital influencers for tourism promotion in West Java, providing valuable recommendations for local governments and tourism stakeholders to align marketing efforts with community preferences. The findings contribute to understanding the interplay between digital influencers, family perceptions, and household decisions, with implications for both tourism management and economic development.
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References
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Kilipiri, E., Papaioannou, E., & Kotzaivazoglou, I. (2023). Social Media and Influencer Marketing for Promoting Sustainable Tourism Destinations: The Instagram Case. Sustainability, 15(8), 6374. https://doi.org/10.3390/su15086374
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Ling, L.-X., Ouyang, Y., & Hu, Y. (2023). Research trends on nanomaterials in gastric cancer: A bibliometric analysis from 2004 to 2023. Journal of Nanobiotechnology, 21(1), 248. https://doi.org/10.1186/s12951-023-02033-8
Liu, Y., Cheng, X., Han, X., Cheng, X., Jiang, S., Lin, Y., Zhang, Z., Lu, L., Qu, B., Chen, Y., & Zhang, X. (2022). Global research landscape and trends of lung cancer immunotherapy: A bibliometric analysis. Frontiers in Immunology, 13, 1032747. https://doi.org/10.3389/fimmu.2022.1032747
Lou, C. & Yuan, S. (2021). Influencer marketing and its effect on purchase intention: How message credibility and engagement matter. Journal of Interactive Advertising. Journal of Interactive Advertising, 21(1), 44–62.
Mangan, R. M., & Flaherty, G. T. (2021). The advent of social media influencer tourism: Travel health risks and opportunities. Journal of Travel Medicine, 28(8), taab140. https://doi.org/10.1093/jtm/taab140
Martakis, K., Peter Schröder-Bäck, Elena Makarova, & Strech, D. (2018). Ethical challenges in decision-making in pediatrics. Pediatrics, 4, S350–S356.
Martínez García De Leaniz, P., Herrero, Á., & García De Los Salmones, M. D. M. (2025). Communicating Destination Social Responsibility Through Social Media: The Roles of Tourists’ Social Engagement, Citizenship Behaviors, and Emotions. Journal of Travel Research, 64(4), 929–949. https://doi.org/10.1177/00472875231225390
Petter, S., & Hadavi, Y. (2023). Use of partial least squares path modeling within and across business disciplines. Partial Least Squares Path Modeling: Basic Concepts, Methodological Issues and Applications, 55–79.
Putri, M. R. (2022). Pengaruh media sosial terhadap keputusan berkunjung wisatawan ke objek wisata di Kota Pekanbaru Provinsi Riau [Universitas Islam Riau]. https://repository.uir.ac.id/11065/1/173410084.pdf
Rather, R. A. (2023). Exploring the application of AIDDA theory in digital marketing for tourism. Current Issues in Tourism, 26(5), 632–647.
Rinandiyana, L. R., Badriatin, T., Budiman, A., & Subrata, A. (2024). Digital Marketing Strategy and App-Based Investment Systems: Empowering Gen Z Investment Interest. Almana : Jurnal Manajemen Dan Bisnis, 8(3), 431–441. https://doi.org/10.36555/almana.v8i3.2642
Sigala, M. (2022). Social media and tourism: Evolving practices and implications. Tourism Review, 77(2), 231–246.
Stoldt, R., Wellman, M., Ekdale, B., & Tully, M. (2019). Professionalizing and Profiting: The Rise of Intermediaries in the Social Media Influencer Industry. Social Media + Society, 5(1), 2056305119832587. https://doi.org/10.1177/2056305119832587
Surjono, W. (2024). The Relationship Between Influencer Engagement in Improving Marketing Performance Through Instagram Social Media as Mediating Variable. Almana : Jurnal Manajemen Dan Bisnis, 8(3), 589–598. https://doi.org/10.36555/almana.v8i3.2722
Suryanto, M. R. P. (2021). Pengaruh media sosial terhadap minat berkunjung wisatawan pada obyek wisata dengan variabel citra destinasi sebagai pemediasi. Jurnal Manajemen, 17(2), 210–220.
Syafganti, I., Ramadanty, S., & Walrave, M. (2023). The consistency of projected online destination images: Comparing the official websites and Instagram accounts of main destinations in Southeast Asia. Journal of Place Management and Development, 16(2), 163–182. https://doi.org/10.1108/JPMD-11-2021-0108
Wang, S & Kirillova, K. (2021). Family travel decision-making process: The role of children and implications for tourism marketing. Annals of Tourism Research, 87, 103–108.
Wang, T., Li, X., & Tan, T. H. (2022). Media platforms and tourism behavior: A systematic review and agenda for future research. Journal of Hospitality and Tourism Management, 53, 255–265.
West Java Central Bureau of Statistics. (2023). Statistik Pariwisata Jawa Barat 2023 [Dataset]. https://jabar.bps.go.id
Wiragasari, A. R. (2019). Efektivitas Penggunaan Media Sosial sebagai Media Promosi terhadap Keputusan Berkunjung Wisata dengan Mediasi Informasi Kelompok Referensi dan Aksesibilitas Menuju Wisata di Wisata Beejay Bakau Resort, Kota Probolinggo, Jawa Timur [Universitas Brawijaya]. https://repository.ub.ac.id/id/eprint/169677/
Yamagishi, K., Canayong, D., Domingo, M., Maneja, K. N., Montolo, A., & Siton, A. (2024). User-generated content on Gen Z tourist visit intention: A stimulus-organism-response approach. Journal of Hospitality and Tourism Insights, 7(4), 1949–1973. https://doi.org/10.1108/JHTI-02-2023-0091
Yang, S., Zhao, S., Ye, Y., Jia, L., & Lou, Y. (2022). Global research trends on the links between gut microbiota and cancer immunotherapy: A bibliometric analysis (2012-2021). Frontiers in Immunology, 13, 952546. https://doi.org/10.3389/fimmu.2022.952546
Zeng, N., Liu, Y., Gong, P., Hertogh, M., & König, M. (2021). Do right PLS and do PLS right: A critical review of the application of PLS-SEM in construction management research. Frontiers of Engineering Management, 8(3), 356–369. https://doi.org/10.1007/s42524-021-0153-5
Zhang, H. & Xu, F. (2022). Investigating the impact of virtual tourism on travel intention during the COVID-19 pandemic: A SOR model perspective. Universal Access in the Information Society, 21, 505–517. https://doi.org/10.1007/s10209-022-00952-1
Zhang, X., Zhao, W., & Lee, S. (2021). The impact of influencer-generated content on tourist behavior: A social media perspective. Journal of Destination Marketing & Management, 20.
Zhao, Q., Liang, L., Zhai, F., Ling, G., Xiang, R., & Jiang, X. (2023). A bibliometric and visualized analysis of liver fibrosis from 2002 to 2022. Journal of Gastroenterology and Hepatology, 38(3), 359–369. https://doi.org/10.1111/jgh.16081
Ahuja, R. D., & Stinson, K. M. (1993). Female-headed single parent families: An exploratory study of children’s influence in family. Advances in Consumer Research, 20, 469–474. https://api.semanticscholar.org/CorpusID:140307550
Amalia, R. P. (2023). Pengaruh Promosi Media Sosial, Word Of Mouth Dan Daya Tarik Wisata Terhadap Keputusan Berkunjung Wisatawan Lokal Pada Objek Wisata Pulau Dua Balantak. 45–58. https://repository.unhas.ac.id/id/eprint/27408/2/A021191108_skripsi_04-08-2023%201-2.pdf
Assaker, G., O’Connor, P., & Dimanche, F. (2020). Examining the impact of social media on tourism demand: Toward an integrated framework. Journal of Travel Research, 59(6), 1012–1030.
Beatty, S. E., & Talpade, S. (1994). Adolescent Influence in Family Decision Making: A Replication with Extension. Journal of Consumer Research, 21(2), 332. https://doi.org/10.1086/209401
Cahyani, N., Safitri, M., & Mahmud, M. (2024). Pengaruh Media Sosial, Citra Destinasi, dan Fasilitas Wisata Terhadap Minat Berkunjung Kembali ke Pantai Bandengan Jepara. Bisnis-Net Jurnal Ekonomi Dan Bisnis, 7(1), 132–141.
Chairiyah. (2024). Pengaruh promosi media sosial dan daya tarik wisata terhadap keputusan berkunjung pada Kebun Jeruk Hijau Manis Desa Pematang Kuing Kecamatan Sei Suka Kabupaten Batu Bara [Universitas Medan Area]. https://repositori.uma.ac.id/jspui/bitstream/123456789/23949/2/208320083%20-%20Chairiyah%20-%20Fulltext.pdf
Creswell, J. W., & Creswell, J. D. (2017). Research Design: Qualitative, Quantitative, and Mixed Methods Approaches. SAGE Publications. https://books.google.co.id/books?id=335ZDwAAQBAJ
Deng, L., & Yuan, K.-H. (2023). Which method is more powerful in testing the relationship of theoretical constructs? A meta comparison of structural equation modeling and path analysis with weighted composites. Behavior Research Methods, 55(3), 1460–1479. https://doi.org/10.3758/s13428-022-01838-z
Eksitasari, A. D., & Rahmatin, L. S. (2023). Pengaruh Media Sosial Instagram dan Atraksi Wisata terhadap Keputusan Berkunjung Wisatawan ke Wisata Puncak Pinus Becici, Yogyakarta. Jurnal Kajian Pariwisata Dan Bisnis Perhotelan, 4(3), 201–210.
Flurry, L. A. (2007). Children’s influence in family decision‐making: Examining the impact of the changing American family. Journal of Business Research, 60(4), 322–330.
Fong, S. F., Ong, Y. X., Ating, R., & Besa, M. S. (2024). Exploring the intermediary effects of TikTok on Generation Z’s visit intention. Journal of Vacation Marketing, 13567667241229449. https://doi.org/10.1177/13567667241229449
Haenlein, M., Anadol, E., Farnsworth, T., Hugo, H., Hunichen, J., & Welte, D. (2020). Navigating the New Era of Influencer Marketing: How to be Successful on Instagram, TikTok, & Co. California Management Review, 63(1), 5–25. https://doi.org/10.1177/0008125620958166
Ingrassia, M., Bellia, C., Giurdanella, C., Columba, P., & Chironi, S. (2022). Digital Influencers, Food and Tourism—A New Model of Open Innovation for Businesses in the Ho.Re.Ca. Sector. Journal of Open Innovation: Technology, Market, and Complexity, 8(1), 50. https://doi.org/10.3390/joitmc8010050
Jiang, S., Zhang, Z., Xu, H., & Pan, Y. (2024). What Influences Users’ Continuous Behavioral Intention in Cultural Heritage Virtual Tourism: Integrating Experience Economy Theory and Stimulus–Organism–Response (SOR) Model. Sustainability, 16(23), 10231. https://doi.org/10.3390/su162310231
Kapoor, P. S., Balaji, M. S., Jiang, Y., & Jebarajakirthy, C. (2022). Effectiveness of Travel Social Media Influencers: A Case of Eco-Friendly Hotels. Journal of Travel Research, 61(5), 1138–1155. https://doi.org/10.1177/00472875211019469
Kilipiri, E., Papaioannou, E., & Kotzaivazoglou, I. (2023). Social Media and Influencer Marketing for Promoting Sustainable Tourism Destinations: The Instagram Case. Sustainability, 15(8), 6374. https://doi.org/10.3390/su15086374
Krisnayani, N. K., Liestiandre, H. K., & Pranjaya, I. G. P. A. (2021). PENGARUH MEDIA SOSIAL DAN DAYA TARIK WISATA TERHADAP KEPUTUSAN BERKUNJUNG WISATAWAN DOMESTIK DI PANTAI MELASTI, BALI. JURNAL KEPARIWISATAAN, 20(2), 134–143. https://doi.org/10.52352/jpar.v20i2.496
Ling, L.-X., Ouyang, Y., & Hu, Y. (2023). Research trends on nanomaterials in gastric cancer: A bibliometric analysis from 2004 to 2023. Journal of Nanobiotechnology, 21(1), 248. https://doi.org/10.1186/s12951-023-02033-8
Liu, Y., Cheng, X., Han, X., Cheng, X., Jiang, S., Lin, Y., Zhang, Z., Lu, L., Qu, B., Chen, Y., & Zhang, X. (2022). Global research landscape and trends of lung cancer immunotherapy: A bibliometric analysis. Frontiers in Immunology, 13, 1032747. https://doi.org/10.3389/fimmu.2022.1032747
Lou, C. & Yuan, S. (2021). Influencer marketing and its effect on purchase intention: How message credibility and engagement matter. Journal of Interactive Advertising. Journal of Interactive Advertising, 21(1), 44–62.
Mangan, R. M., & Flaherty, G. T. (2021). The advent of social media influencer tourism: Travel health risks and opportunities. Journal of Travel Medicine, 28(8), taab140. https://doi.org/10.1093/jtm/taab140
Martakis, K., Peter Schröder-Bäck, Elena Makarova, & Strech, D. (2018). Ethical challenges in decision-making in pediatrics. Pediatrics, 4, S350–S356.
Martínez García De Leaniz, P., Herrero, Á., & García De Los Salmones, M. D. M. (2025). Communicating Destination Social Responsibility Through Social Media: The Roles of Tourists’ Social Engagement, Citizenship Behaviors, and Emotions. Journal of Travel Research, 64(4), 929–949. https://doi.org/10.1177/00472875231225390
Petter, S., & Hadavi, Y. (2023). Use of partial least squares path modeling within and across business disciplines. Partial Least Squares Path Modeling: Basic Concepts, Methodological Issues and Applications, 55–79.
Putri, M. R. (2022). Pengaruh media sosial terhadap keputusan berkunjung wisatawan ke objek wisata di Kota Pekanbaru Provinsi Riau [Universitas Islam Riau]. https://repository.uir.ac.id/11065/1/173410084.pdf
Rather, R. A. (2023). Exploring the application of AIDDA theory in digital marketing for tourism. Current Issues in Tourism, 26(5), 632–647.
Rinandiyana, L. R., Badriatin, T., Budiman, A., & Subrata, A. (2024). Digital Marketing Strategy and App-Based Investment Systems: Empowering Gen Z Investment Interest. Almana : Jurnal Manajemen Dan Bisnis, 8(3), 431–441. https://doi.org/10.36555/almana.v8i3.2642
Sigala, M. (2022). Social media and tourism: Evolving practices and implications. Tourism Review, 77(2), 231–246.
Stoldt, R., Wellman, M., Ekdale, B., & Tully, M. (2019). Professionalizing and Profiting: The Rise of Intermediaries in the Social Media Influencer Industry. Social Media + Society, 5(1), 2056305119832587. https://doi.org/10.1177/2056305119832587
Surjono, W. (2024). The Relationship Between Influencer Engagement in Improving Marketing Performance Through Instagram Social Media as Mediating Variable. Almana : Jurnal Manajemen Dan Bisnis, 8(3), 589–598. https://doi.org/10.36555/almana.v8i3.2722
Suryanto, M. R. P. (2021). Pengaruh media sosial terhadap minat berkunjung wisatawan pada obyek wisata dengan variabel citra destinasi sebagai pemediasi. Jurnal Manajemen, 17(2), 210–220.
Syafganti, I., Ramadanty, S., & Walrave, M. (2023). The consistency of projected online destination images: Comparing the official websites and Instagram accounts of main destinations in Southeast Asia. Journal of Place Management and Development, 16(2), 163–182. https://doi.org/10.1108/JPMD-11-2021-0108
Wang, S & Kirillova, K. (2021). Family travel decision-making process: The role of children and implications for tourism marketing. Annals of Tourism Research, 87, 103–108.
Wang, T., Li, X., & Tan, T. H. (2022). Media platforms and tourism behavior: A systematic review and agenda for future research. Journal of Hospitality and Tourism Management, 53, 255–265.
West Java Central Bureau of Statistics. (2023). Statistik Pariwisata Jawa Barat 2023 [Dataset]. https://jabar.bps.go.id
Wiragasari, A. R. (2019). Efektivitas Penggunaan Media Sosial sebagai Media Promosi terhadap Keputusan Berkunjung Wisata dengan Mediasi Informasi Kelompok Referensi dan Aksesibilitas Menuju Wisata di Wisata Beejay Bakau Resort, Kota Probolinggo, Jawa Timur [Universitas Brawijaya]. https://repository.ub.ac.id/id/eprint/169677/
Yamagishi, K., Canayong, D., Domingo, M., Maneja, K. N., Montolo, A., & Siton, A. (2024). User-generated content on Gen Z tourist visit intention: A stimulus-organism-response approach. Journal of Hospitality and Tourism Insights, 7(4), 1949–1973. https://doi.org/10.1108/JHTI-02-2023-0091
Yang, S., Zhao, S., Ye, Y., Jia, L., & Lou, Y. (2022). Global research trends on the links between gut microbiota and cancer immunotherapy: A bibliometric analysis (2012-2021). Frontiers in Immunology, 13, 952546. https://doi.org/10.3389/fimmu.2022.952546
Zeng, N., Liu, Y., Gong, P., Hertogh, M., & König, M. (2021). Do right PLS and do PLS right: A critical review of the application of PLS-SEM in construction management research. Frontiers of Engineering Management, 8(3), 356–369. https://doi.org/10.1007/s42524-021-0153-5
Zhang, H. & Xu, F. (2022). Investigating the impact of virtual tourism on travel intention during the COVID-19 pandemic: A SOR model perspective. Universal Access in the Information Society, 21, 505–517. https://doi.org/10.1007/s10209-022-00952-1
Zhang, X., Zhao, W., & Lee, S. (2021). The impact of influencer-generated content on tourist behavior: A social media perspective. Journal of Destination Marketing & Management, 20.
Zhao, Q., Liang, L., Zhai, F., Ling, G., Xiang, R., & Jiang, X. (2023). A bibliometric and visualized analysis of liver fibrosis from 2002 to 2022. Journal of Gastroenterology and Hepatology, 38(3), 359–369. https://doi.org/10.1111/jgh.16081