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Social Media Impact on Holiday Travel Planning: The Case of the Russian and the FSU Markets

Author

Listed:
  • John Fotis

    (Bournemouth University, UK)

  • Dimitrios Buhalis

    (Bournemouth University, UK)

  • Nicos Rossides

    (MASMI Research Group, Cyprus)

Abstract

The impact of social media on the travel industry is predicted to be tremendous, especially on its holiday travel segment. Although there is a plethora of studies concentrating on the role and impact of social media in travel related decisions, most of them are medium and community specific, or focus on a specific stage of the decision making or the travel planning process. This paper presents a comprehensive view of the role and impact of social media on the travel planning process: before, during and after the trip, providing insights on usage levels, scope of use, level of influence, and trust. The study was conducted through an online structured questionnaire on a sample of 346 members of an online panel of internet users from Russia and the other Former Soviet Union (FSU) Republics who had been on holidays in the previous 12 months. Findings reveal that social media are predominantly used after holidays for experience sharing. It is also shown that there is a strong correlation between level of influence from social media and changes made to holiday plans. Moreover, it is revealed that user-generated content is more trusted than official tourism websites, travel agents, and mass media advertising.

Suggested Citation

  • John Fotis & Dimitrios Buhalis & Nicos Rossides, 2011. "Social Media Impact on Holiday Travel Planning: The Case of the Russian and the FSU Markets," International Journal of Online Marketing (IJOM), IGI Global, vol. 1(4), pages 1-19, October.
    • Handle: RePEc:igg:jom000:v:1:y:2011:i:4:p:1-19
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    Cited by:

    1. Nabity-Grover, Teagen & Cheung, Christy M.K. & Bennett Thatcher, Jason, 2023. "How COVID-19 stole Christmas: How the pandemic shifted the calculus around social media Self-Disclosures," Journal of Business Research, Elsevier, vol. 154(C).
    2. Ali Al-Badi & Ali Tarhini & Salima Al-Sawaei, 2017. "Utilizing Social Media to Encourage Domestic Tourism in Oman," International Journal of Business and Management, Canadian Center of Science and Education, vol. 12(4), pages 1-84, March.
    3. Zajadacz Alina & Minkwitz Aleksandra, 2020. "Using Social Media Data to Plan for Tourism," Quaestiones Geographicae, Sciendo, vol. 39(3), pages 125-138, September.
    4. Jooyoung Hwang & Anita Eves & Jason L. Stienmetz, 2021. "The Impact of Social Media Use on Consumers’ Restaurant Consumption Experiences: A Qualitative Study," Sustainability, MDPI, vol. 13(12), pages 1-33, June.
    5. Li, Chunqing & Guo, Shuojia & Wang, ChengLu & Zhang, Jieli, 2019. "Veni, vidi, vici: The impact of social media on virtual acculturation in tourism context," Technological Forecasting and Social Change, Elsevier, vol. 145(C), pages 513-522.
    6. Angeloni, Silvia, 2016. "A tourist kit ‘made in Italy’: An ‘intelligent’ system for implementing new generation destination cards," Tourism Management, Elsevier, vol. 52(C), pages 187-209.
    7. Benjamin Appiah Osei & Ama Nyenkua Abenyin, 2016. "Applying the Engell–Kollat–Blackwell model in understanding international tourists’ use of social media for travel decision to Ghana," Information Technology & Tourism, Springer, vol. 16(3), pages 265-284, September.
    8. Talib Hussain & Benqian Li & Dake Wang, 2018. "What Factors Influence the Sustainable Tour Process in Social Media Usage? Examining a Rural Mountain Region in Pakistan," Sustainability, MDPI, vol. 10(7), pages 1-16, June.
    9. Balouchi Mina & Khanmohammadi Ehsan, 2015. "Using Logarithmic Fuzzy Preference Programming To Prioritization Social Media Utilization Based On Tourists’ Perspective," Foundations of Management, Sciendo, vol. 7(1), pages 7-18, June.
    10. Tomasz Stanisław Szopiński & Robert Nowacki, 2014. "Plane Ticket Price Dispersion in the Online Selling System in Poland," Contemporary Economics, University of Economics and Human Sciences in Warsaw., vol. 8(2), June.
    11. Lin-Lin Xue & Ching-Cheng Shen & Alastair M. Morrison & Li-Wen Kuo, 2021. "Online Tourist Behavior of the Net Generation: An Empirical Analysis in Taiwan Based on the AISAS Model," Sustainability, MDPI, vol. 13(5), pages 1-19, March.
    12. Khadijah Hussain, 2020. "Social Media Impact On Tourism In Pakistan," Bulletin of Business and Economics (BBE), Research Foundation for Humanity (RFH), vol. 9(2), pages 74-84, June.
    13. Dickinson, Janet E. & Hibbert, Julia F. & Filimonau, Viachaslau, 2016. "Mobile technology and the tourist experience: (Dis)connection at the campsite," Tourism Management, Elsevier, vol. 57(C), pages 193-201.

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