Influence of social media to travel motivation of millennial Davaoeños

Abstract

The nature of the study is to determine the level of extent of use of social media and the tourist motivation of millennial Davaoeños and the significant relationship between the extent of use of social media and tourist motivation. This study contains of four hundred (400) respondents who participate during conducting this research and they were millennial tourist ages 18-29. The researcher use survey method to gather data coming from the respondents. Correlation Analysis was used to analyze and determine the significant relationship of the three (3) factors of extent of use social media: perceived usefulness, perceived risk and perceived ease of use, and the (4) factors of tourist motivation: intellectual, social, competence and avoidance. Results found the level of extent of use of social media to the millennial tourist were moderate. Keywords: Davao City, Davaoeños, Influence of Social Media, Millennial, Tourist Motivation.