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All Journal International Journal of Business Studies
Borosi, Deby C
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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TikTok, Instagram and Facebook Impact to the Hotels in the United Kingdom, Ireland and Spain Racmat, Timotius A; Nawangwulan, Irma M; Anantadjaya, Samuel PD; Borosi, Deby C; Muqaddasah, Pikat AR; Samuel, DC Ethan; Samuel, Daniella CE; McNerney, Brian
International Journal of Business Studies Vol. 9 No. 3 (2025): International Journal of Business Studies
Publisher : Sekolah Tinggi Manajemen IPMI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32924/ijbs.v9i3.407

Abstract

This study examines the influence of 3 major social media platforms—TikTok, Instagram, and Facebook—on hotel selection among Zennial travelers (Millennials and Gen Z) across the UK, Ireland, and Spain. As tourism in these regions becomes increasingly shaped by digital engagement, social media has evolved into a central driver of travel inspiration, evaluation, and booking behavior. Using the Theory of Planned Behavior (TPB), this study explores how attitudes (shaped by visual appeal and influencer credibility), subjective norms (driven by peer interactions, likes, shares, and group discussions), and perceived behavioral control (influenced by accessible booking links, price transparency, and informational clarity) contribute to travelers’ booking intentions. The findings reveal that TikTok primarily drives initial desire and discovery, Instagram strengthens emotional connection and expectation-setting, and Facebook provides informational security that supports final booking decisions. Collectively, these platforms form an interconnected digital pathway that guides travelers from inspiration to confirmation across the UK, Ireland, and Spain. The research underscores the need for hospitality marketers to adopt cross-platform strategies that integrate authenticity, visual storytelling, and community-based trust to effectively influence the modern travel consumer.
Co-Authors Anantadjaya, Samuel PD McNerney, Brian Muqaddasah, Pikat AR Nawangwulan, Irma M Racmat, Timotius A Samuel, Daniella CE Samuel, DC Ethan