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

Wilson Semedo Martins, Márcio Martins and Elisabete Paulo Morais ()
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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

Tourism and Hospitality, 2025, vol. 6, issue 1, 1-18

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.

Keywords: social media; tourism marketing; Cape Verde; age groups; education levels; destination choice; information sources (search for similar items in EconPapers)
JEL-codes: Z3 Z30 Z31 Z32 Z33 Z38 (search for similar items in EconPapers)
Date: 2025
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