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

DOI

10.2991/978-94-6463-437-2_29How to use a DOI?

Keywords

Social media; Travel Decision Making; Destination Marketing

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.

Copyright

© 2024 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Harjot Kaur
AU  - Shikha Sharma
AU  - Sandeep Guleria
PY  - 2024
DA  - 2024/06/13
TI  - Exploring the Dynamics of Pre and Post Purchase Decisions among Travelers: A Social Media Perspective from Chandigarh
BT  - Proceedings of the International Conference on Innovation and Regenerative Trends in Tourism and Hospitality Industry (IRTTHI 2024)
PB  - Atlantis Press
SP  - 407
EP  - 434
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-437-2_29
DO  - 10.2991/978-94-6463-437-2_29
ID  - Kaur2024
ER  -