Assessing the influence of social media feedback on travelers’ future trip-planning behavior: a multi-model machine learning approach
Year: 2025
Type: article
Study design: Observational Study
Abstract: With the surge of domestic tourism in India and the influence of social media on young tourists, this paper aims to address the research question on how “social return” – responses received on social media sharing – of recent trip details can influence decision-making for short-term future travels. The paper develops a multi-model framework to build a predictive machine learning model that establishes a relationship between a traveler’s social return, various social media usage, trip-related factors, and her future trip-planning behavior. The primary data was collected via a survey from Indian tourists. The imbalance in the data was addressed using a robust oversampling method, and the reliability of the predictive model was ensured by applying a Monte Carlo cross-validation technique. The results suggest at least 75% accuracy and provide crucial practical implications for the domestic tourism sector in India, with future research directions concerning young travelers and social media.
Institution: Indian Institute of Management Indore
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W4415595290