What question did this study set out to answer?

The study aims to explore how social media content affects individuals' intentions to travel to Georgia.

April 21, 2026Journal of Multidisciplinary Academic TourismOpen Access

How does the attractiveness of social media content effect travel intention? The case of Georgia

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Authors

İKİlker KılıçEskişehir Osmangazi University NGNino Gogia

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Implication

Exploratory study reveals social media content influences travel intention in tourists visiting Georgia, suggesting strategic marketing opportunities.

Key Points

The study aims to explore how social media content affects individuals' intentions to travel to Georgia.
Utilized Visual-Congruence-induced Social Influence theory to assess travel intention factors.
Gathered data from 346 foreign tourists using online and face-to-face questionnaires.
Analyzed data using Partial Least Squares Structural Equation Modeling (PLS-SEM).
Found that social media content positively influences travelers' decision-making process.
Highlighted the role of visual congruence in fostering connections between influencers and followers.
Provided insights for enhancing Georgia's tourism marketing strategies.

Cite This Study

Kılıç et al. (2025) studied this question.

synapsesocial.com/papers/69e713b4cb99343efc98d27e https://doi.org/10.31822/jomat.2026-11-1-1

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Implication

Exploratory study reveals social media content influences travel intention in tourists visiting Georgia, suggesting strategic marketing opportunities.

How does the attractiveness of social media content effect travel intention? The case of Georgia

Discussion

Member takes

Implication

Key Points

Cite This Study

How does the attractiveness of social media content effect travel intention? The case of Georgia

Discussion

Member takes

Implication

Key Points

Cite This Study

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