The Role of Social Media Influencers, Friends, Peers on Travel Decisions for Travelers in Relation to the Highest Impact Among Them That Affect Purchase Intention

Abstract

The role of social media and the associated posts done by influencers, friends as well as peers of a traveller is immense in today’s world of travel, and it goes without saying how much it impacts a travel choice. And there is a research gap in understanding in India’s perspective who has more influence among these three - influencers, friends and peers – in family as well as solo travellers’ choice of travel. Hence this study 1) Measures impact of three stake holders on travellers 2) Offers a guide for social media marketing /digital marketing professionals of hospitality brands / tourism boards to understand who to target and with what set of elements/communications & social media channels /applications to get a better understanding of their target customers . This will help many B2C agencies in India to engage better on social media for their clients.