International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

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Volume 8 Issue 3
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The Role of Social Media in Influencing Tourist Destination and Preferences among Students of Perpetual Help College – Manila

Author(s) Honey Justine Campo, Mark Cleio De Jesus, Monique Sophia Tangog, Julius Mesina
Country Philippines
Abstract In an era where digital content shapes everyday decision-making, social media has become one of the most powerful forces guiding how young travelers imagine, evaluate, and choose their next destination. This study explored how various forms of online influence affect the tourism preferences of students at Perpetual Help College–Manila. Grounded in Kelman’s Social Influence Theory, the research examined the roles of compliance, identification, and internalization in shaping students’ travel choices in response to reviews, influencer content, peer posts, and visually driven media. Using a quantitative descriptive–correlational design, data were collected from 325 respondents through a validated questionnaire. Results revealed that social media significantly impacts students’ destination preferences, with visually engaging posts, peer recommendations, and influencer promotions showing strong influence across the three dimensions of social influence. Furthermore, notable differences emerged when respondents were grouped according to demographic variables, indicating that age, sex, year level, and program meaningfully affect how students respond to travel-related content. The study concludes that social media functions not only as an information platform but also as a psychological catalyst that shapes young travelers’ motivations and choices. These findings can guide tourism marketers, educators, and organizations in crafting authentic, strategic, and studentcentered digital content.
Field Sociology > Tourism / Transport
Published In Volume 8, Issue 3, May-June 2026
Published On 2026-05-13
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E-ISSN 2582-2160
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IJFMR DOI prefix is
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