Use of Social Media in Planning Domestic Holidays: A Study on Malaysian Millennials

Abstract

This study examines the social media usage of Malaysian millennials in planning their domestic holidays. This study integrated the theory of planned behaviour (TPB) and technology acceptance model (TAM) variables by adding electronic word-of-mouth (e-WOM), as it is a crucial factor influencing the travel industry nowadays. Data were collected from 301 Malaysians. The results show that e-WOM is the greatest antecedent influencing Malaysian millennials to use social media in planning their domestic holidays. Local tourism organizations such as Tourism Malaysia could gain an understanding of the issue through this study, and the promotion of local tourism through social media could be developed to reach millennials in Malaysia.