The influence of social media towards travel intention among university students in Malaysia

The purpose of the study was to investigate the influence of social media towards travel intention among university students in Malaysia. The study examines the relationships among destination attraction through social media, attitude through social media, and self-sufficiency through social media towards travel intention. A quantitative methodology was employed to accomplish the objectives of this research. Non-probability convenient sampling method was used and responses from 322 respondents were collected. A sample of 322 undergraduate students from different universities in Malaysia was surveyed. Results showed that majority of university students in Malaysia used social media to identify own preferred destination and determine their travel intention. This research contributes to understanding the usage of social media among university students when they intent to travel.