The Influence of Social Media Use and Travel Motivation on the Perceived Destination Image and Travel Intention to Taiwan of the Thai People

Abstract

The economic impact of travel and tourism is quite important in global economic growth. This study presents a comprehensive view of the impact of social media use and travel motivation in tourism promotion. Findings suggest that social media is an effective tool to influence people’s travel intention and destination image, and people who frequently use social media to get traveling information seem to have better destination image and higher travel intention. On the other hand, the positive influence of travel motivation is also proved in this study. Moreover, it is revealed that the role of destination image as an important mediate factor between social media and travel intention is also confirmed.