Features of social media affect the planning decision of local tourists travelling in Malaysia

Chong, Jin Wen and Mok, Yi Lin (2025) Features of social media affect the planning decision of local tourists travelling in Malaysia. Final Year Project, UTAR.

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Abstract

In the widely used social media environment, tourists would look up information about the tourist attractions to ensure to make a better plan. In Malaysia’s tourism sector the slogan “Cuti-Cuti Malaysia” urges Malaysian to travel among in the country for years. Making a stronger link between social media features and local tourists' planning decisions is the main objective of this study. The IVs proposed in our research align with the theory with an additional variable. The proposed variable consists of Perceived usefulness (PU), Perceived ease of use (PEOU), and Perceived Enjoyment (PE). A total of three hypotheses were developed, to examine whether the features of social media would affect the planning decision of local tourist in Malaysia. Likewise, 384 respondents who have experienced using social media features on tourism planning decision were collected through the questionnaire distributed. In this research, Technology Acceptance Model (TAM) was utilized and analyzed on the reliability test, Pearson's Correlation Coefficient Analysis, and Multiple Regression Analysis to illustrate the relationship between IVs and DV. Based on the result of our findings states that all the IVs have a significant relationship with DV. The dimension of SERVQUAL, which is the PU, consists of the largest influence on the features of social media. This research can provide valuable insights for both researchers and practitioners, helping them better understand on features of social media effects the planning decision of local tourists travelling in Malaysia. Keywords: Features of social media, Planning Decision, Tourism, Local Tourists, Malaysia G154.9-155.8 Travel and State. Tourism

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