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The Influence of Trending Social Media Content on Youths’ Revisit Intention

Author

Listed:
  • Puteri Illiya Badrisa Azman

    (Faculty of Hotel & Tourism Management, University Technology MARA (UiTM) Cawangan Melaka, Kampus Bandaraya Melaka, 75350 Melaka, Malaysia)

  • Nur Arfa Najihah Mohd Fauz

    (Faculty of Hotel & Tourism Management, University Technology MARA (UiTM) Cawangan Melaka, Kampus Bandaraya Melaka, 75350 Melaka, Malaysia)

  • Ezwani Azmi

    (Faculty of Hotel & Tourism Management, University Technology MARA (UiTM) Cawangan Melaka, Kampus Bandaraya Melaka, 75350 Melaka, Malaysia)

Abstract

Social media has become a key influence in shaping travel behaviour among youth, especially with the rising popularity of platforms like TikTok, Instagram, and YouTube. This study aims to investigate how trending content shared by both influencers and regular users impacts the intention of Malaysian youth to revisit certain destinations, particularly in Melaka. This research used quantitative method, where survey was given both online and face-to-face to youth age 15 to 40. The questionnaire has four main parts which is information, convenience, entertainment and social interaction, and intention to revisit. All data from survey was analyse using SPSS, and pilot test show the question is reliable with high Cronbach’s Alpha value. The findings aim to provide insight into which type of social media content and platform most strongly influences youth travel decisions. This research contributes to a better understanding of digital influence in tourism behaviour among Malaysian youth and may benefit tourism marketers and destination planners.

Suggested Citation

  • Puteri Illiya Badrisa Azman & Nur Arfa Najihah Mohd Fauz & Ezwani Azmi, 2025. "The Influence of Trending Social Media Content on Youths’ Revisit Intention," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 9(9), pages 4630-4637, September.
    • Handle: RePEc:bcp:journl:v:9:y:2025:issue-9:p:4630-4637
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    References listed on IDEAS

    as
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    2. Marsuni H. Muhammad & Ida Hidayanti & Sulfi Abdul Haji & Rahmat Sabuhari, 2025. "The Influence of Tourist Experience on Revisit Decisions with the Mediation of Tourist Satisfaction," Papers 2506.06552, arXiv.org.
    3. Isma Addi Jumbri & Nur Aina Ahmad Pozi & Fauzan & Fauziyah Nur Jamal & Dian Kurnianingrum & Mulyani Karmagatri, 2025. "Consumer Attitudes Towards Viral Marketing in Promoting Melaka’s Historical and Culinary Tourism: A Quantitative Study," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 9(2), pages 4134-4151, February.
    4. Lintang Ayu Alya Maarif & Kusuma Ratnawati & Raditha Dwi Vata Hapsari, 2023. "The authenticity and social media effect on revisit intention mediated by destination image," International Journal of Research in Business and Social Science (2147-4478), Center for the Strategic Studies in Business and Finance, vol. 12(4), pages 33-43, June.
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