Four-stage framework of tourism decision-making in the social media era

Purpose The purpose of this study is to critically evaluate the limitations of traditional tourism decision-making theories and explore how social media reshapes consumer behavior. With platforms such as TikTok and Instagram influencing travel decisions through social recommendations, user-generated content (UGC) and immersive media, conventional models like Rational Choice Theory and the Theory of Planned Behavior appear insufficient. A new conceptual framework is proposed to explain decision-making mechanisms in the social media era. Design/methodology/approach This research adopts a conceptual and case-based methodology. A systematic review of Rational Choice Theory, Theory of Planned Behavior and the Stimulus-Organism-Response model is conducted, followed by illustrative cases of TikTok, Instagram, Xiaohongshu, BeReal, Facebook and YouTube. Platform algorithms, UGC and viral media are analyzed to explore a new four-stage decision-making model. Findings Social media influences travel behavior through four mechanisms: Information acquisition – content is pushed through algorithms and UGC, shifting users from active search to passive consumption. Emotional engagement – short videos evoke emotional resonance and impulse-driven behavior. Social interaction – likes and shares foster social validation and herd behavior. Instant decision-making – decisions are increasingly made in real time, often leading to over-tourism. Research limitations/implications While this study presents a theoretical framework, it is primarily conceptual. Future empirical studies should test the framework using real-world data and cross-cultural comparisons to validate the model across diverse demographic and geographical contexts. Practical implications The findings of this study offer actionable insights for tourism marketers and destination managers. By understanding how social media platforms influence tourists’ decision-making, businesses can optimize content that engages emotionally, leverage influencer marketing and strategize algorithmic recommendations to target potential customers. Social implications This study contributes to the growing conversation about the social impact of social media. As platforms promote destinations rapidly, they also shape tourists’ experiences. Understanding the role of social validation and algorithmic influence in tourism can inform policies on sustainable tourism and encourage responsible travel behavior. Originality/value This study contributes a different framework for understanding digitally influenced travel behavior. This paper integrates theories of emotion, social influence and the experience economy. Practical insights are offered for the hospitality and tourism industry to optimize social media strategy and manage viral effects.