Exploring the Dynamics of Pre and Post Purchase Decisions among Travelers: A Social Media Perspective from Chandigarh

Harjot Kaur (), Shikha Sharma and Sandeep Guleria
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Harjot Kaur: Chandigarh University, Research Scholar, UITHM
Shikha Sharma: Chandigarh University, Associate Professor, UITHM
Sandeep Guleria: Chandigarh University, Professor, UITHM

A chapter in Proceedings of the International Conference on Innovation and Regenerative Trends in Tourism and Hospitality Industry (IRTTHI 2024), 2024, pp 407-434 from Springer

Abstract: Abstract This study delves into the intricate dynamics that shape the decision-making process of travelers in Chandigarh, focusing specifically on the pre- and post-purchase phases within the realm of travel and tourism. Recognizing the increasing promisnence of social media platforms as crucial tools for travel-related information, this research aims to elucidate the profound influence they wield on travelers’ choices, holding significant implications for tourism marketers and destination managers. Employing a mixed-methods approach, combining quantitative surveys and qualitative interviews, the study seeks a comprehensive understanding of passengers’ behaviors. In the pre-purchase phase, it unravels the factors driving individuals to explore destinations through social media, examining the impact of visual content, user reviews, and influencers on shaping travelers’ perceptions and preferences. Moving into the post-purchase period, the research explores the aftermath of the decision-making process, investigating how travelers’ expectations align with their actual experiences. It delves into the influence of social networking on post-trip impressions, evaluates the role of user-generated content in shaping satisfaction, and identifies any disparities between anticipated and realized experiences. The study’s title succinctly captures its essence, emphasizing the exploration of the intricate relationship between travelers and social media throughout their decision-making journey. The insights derived from this research are poised to be invaluable for destination marketing and tourist management, offering actionable knowledge for refining strategies employed by travel service providers. Particularly beneficial for urban travelers, the findings ensure alignment with travelers’ expectations, contributing to an enriched decision-making journey. Furthermore, the research stands to guide practitioners in optimizing their social media presence and content to effectively engage and influence potential visitors.

Keywords: Social media; Travel Decision Making; Destination Marketing (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-437-2_29

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DOI: 10.2991/978-94-6463-437-2_29

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