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Exploring the Influence of Social Media on Tourist Decision-Making: Insights from Cape Verde

Author

Listed:
  • Wilson Semedo Martins

    (Instituto Politécnico de Bragança, Campus de Santa Apolónia, 5300-253 Bragança, Portugal)

  • Márcio Martins

    (Transdisciplinary Research Center in Education and Development (CITeD), Centre for Tourism Research Development and Innovation, Instituto Politécnico de Bragança, Campus de Santa Apolónia, 5300-253 Bragança, Portugal)

  • Elisabete Paulo Morais

    (Applied Management Research Unit (UNIAG), Instituto Politécnico de Bragança, Campus de Santa Apolónia, 5300-253 Bragança, Portugal)

Abstract

This study explores the influence of social media on tourists’ decision-making processes, focusing on Cape Verde as an emerging tourist destination. The aim is to understand how social media platforms shape tourists’ perceptions and choices and how demographic factors like age and education affect the selection of information sources. A survey was conducted with 259 individuals intending to visit Cape Verde, employing a non-probability convenience sampling method. Data were analysed using chi-square tests to examine associations between age groups, education levels, and the use of social media and information sources. The results reveal significant associations between age and social media platform preference, with older tourists (44–79 years) favouring Facebook and younger tourists (18–29 years) preferring Instagram and TikTok. Additionally, education level influences the choice of information sources; higher-educated individuals are more likely to use social media and conduct independent research, while those with lower education levels tend to rely more on travel agencies and tourism fairs. These findings highlight the importance of tailored marketing strategies that account for demographic differences, offering practical insights for destination marketing organizations (DMOs) to better engage with diverse tourist segments.

Suggested Citation

  • Wilson Semedo Martins & Márcio Martins & Elisabete Paulo Morais, 2025. "Exploring the Influence of Social Media on Tourist Decision-Making: Insights from Cape Verde," Tourism and Hospitality, MDPI, vol. 6(1), pages 1-18, March.
    • Handle: RePEc:gam:jtourh:v:6:y:2025:i:1:p:45-:d:1609412
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    References listed on IDEAS

    as
    1. Hunt Allcott & Matthew Gentzkow & Chuan Yu, 2019. "Trends in the Diffusion of Misinformation on Social Media," NBER Working Papers 25500, National Bureau of Economic Research, Inc.
    2. Ionica Oncioiu & Emanuela Anton & Ana Maria Ifrim & Diana Andreea Mândricel, 2022. "The Influence of Social Networks on the Digital Recruitment of Human Resources: An Empirical Study in the Tourism Sector," Sustainability, MDPI, vol. 14(6), pages 1-14, March.
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