The Influence of Social Media Content on Tourists' Stay Intention in Nature-Based Accommodation: A Study of Glamping
DOI:
https://doi.org/10.29303/intour.v5i1.3086Keywords:
glamping; nature-based accommodation; social media content; stay intention; touristsAbstract
This study aims to analyze the influence of social media content on tourists' stay intention in nature-based accommodation, using glamping as the study context. The study employed an explanatory quantitative design through an online survey of 125 respondents who had seen glamping content, promotions, reviews, or recommendations on social media. Social media content was measured through five dimensions: information clarity, credibility, visual attractiveness, interactivity, and user reviews; while stay intention was measured through interest, consideration as an accommodation option, information search, booking intention, and willingness to choose glamping. The analysis shows that the instruments were reliable, with Cronbach alpha values of 0.957 for social media content and 0.870 for stay intention. Pearson correlation indicates a very strong positive relationship between social media content and stay intention (r = 0.881; p < 0.001). Simple linear regression shows that social media content has a positive and significant influence on stay intention (B = 0.945; p < 0.001), with R2 = 0.777. These findings confirm that informative, visual, interactive, credible content strengthened by e-WOM can shape tourists preferences for glamping experiences.
References
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211. https://doi.org/10.1016/0749-5978(91)90020-T
Ayeh, J. K., Au, N., & Law, R. (2013). Predicting the intention to use consumer-generated media for travel planning. Tourism Management, 35, 132-143. https://doi.org/10.1016/j.tourman.2012.06.010
Bilgihan, A., Peng, C., & Kandampully, J. (2014). Generation Y's dining information seeking and sharing behavior on social networking sites: An exploratory study. International Journal of Contemporary Hospitality Management, 26(3), 349-366. https://doi.org/10.1108/IJCHM-11-2012-0220
Brochado, A., & Pereira, C. (2017). Comfortable experiences in nature accommodation: Perceived service quality in glamping. Journal of Outdoor Recreation and Tourism, 17, 77-83. https://doi.org/10.1016/j.jort.2017.01.005
Buhalis, D., & Foerste, M. (2015). SoCoMo marketing for travel and tourism: Empowering co-creation of value. Journal of Destination Marketing & Management, 4(3), 151-161. https://doi.org/10.1016/j.jdmm.2015.04.001
Buhalis, D., & Law, R. (2008). Progress in information technology and tourism management: 20 years on and 10 years after the Internet - The state of eTourism research. Tourism Management, 29(4), 609-623. https://doi.org/10.1016/j.tourman.2008.01.005
Cheung, C. M. K., & Thadani, D. R. (2012). The impact of electronic word-of-mouth communication: A literature analysis and integrative model. Decision Support Systems, 54(1), 461-470. https://doi.org/10.1016/j.dss.2012.06.008
Conti, E., & Heldt Cassel, S. (2020). Liminality in nature-based tourism experiences as mediated through social media. Tourism Geographies, 22(2), 413-432. https://doi.org/10.1080/14616688.2019.1648544
Dolan, R., Conduit, J., Fahy, J., & Goodman, S. (2019). Social media engagement behavior: A framework for engaging customers through social media content. European Journal of Marketing, 53(10), 2213-2243. https://doi.org/10.1108/EJM-03-2017-0182
Erkan, I., & Evans, C. (2016). The influence of eWOM in social media on consumers' purchase intentions: An extended approach to information adoption. Computers in Human Behavior, 61, 47-55. https://doi.org/10.1016/j.chb.2016.03.003
Filieri, R., & McLeay, F. (2014). E-WOM and accommodation: An analysis of the factors that influence travelers' adoption of information from online reviews. Journal of Travel Research, 53(1), 44-57. https://doi.org/10.1177/0047287513481274
Ganur, Y., Prayogi, P. A., & Mirayani, N. K. S. (2023). Peran media sosial Instagram sebagai media promosi pariwisata di Pantai Pandawa Unggasan Bali. Bali Journal of Hospitality, Tourism and Culture Research, 1(1), 51-65. https://doi.org/10.5281/zenodo.10466427
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate data analysis (8th ed.). Cengage Learning.
Hajli, N. (2015). Social commerce constructs and consumer's intention to buy. International Journal of Information Management, 35(2), 183-191. https://doi.org/10.1016/j.ijinfomgt.2014.12.005
Hays, S., Page, S. J., & Buhalis, D. (2013). Social media as a destination marketing tool: Its use by national tourism organisations. Current Issues in Tourism, 16(3), 211-239. https://doi.org/10.1080/13683500.2012.662215
Hudson, S., & Thal, K. (2013). The impact of social media on the consumer decision process: Implications for tourism marketing. Journal of Travel & Tourism Marketing, 30(1-2), 156-160. https://doi.org/10.1080/10548408.2013.751276
Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of social media. Business Horizons, 53(1), 59-68. https://doi.org/10.1016/j.bushor.2009.09.003
Kim, J., & Fesenmaier, D. R. (2017). Sharing tourism experiences: The posttrip experience. Journal of Travel Research, 56(1), 28-40. https://doi.org/10.1177/0047287515620491
Kirillova, K., Fu, X., Lehto, X., & Cai, L. (2014). What makes a destination beautiful? Dimensions of tourist aesthetic judgment. Tourism Management, 42, 282-293. https://doi.org/10.1016/j.tourman.2013.12.006
Lou, C., & Yuan, S. (2019). Influencer marketing: How message value and credibility affect consumer trust of branded content on social media. Journal of Interactive Advertising, 19(1), 58-73. https://doi.org/10.1080/15252019.2018.1533501
Lu, J., Wang, X., Dai, Z., & Chen, G. (2021). Antecedents of customer WOM in glamping: The critical role of original ecology. International Journal of Hospitality Management, 95, Article 102919. https://doi.org/10.1016/j.ijhm.2021.102919
Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology. MIT Press.
Milohnic, I., Cvelic Bonifacic, J., & Licul, I. (2019). Transformation of camping into glamping: Trends and perspectives. Tourism in Southern and Eastern Europe, 5, 457-473. https://doi.org/10.20867/tosee.05.30
Mirayani, N. K. S., Widjaya, I. G. N. O., Pidada, I. B. U., & Wijana, P. A. (2025). Pengaruh media sosial dalam mendorong keputusan konsumsi Generasi Z di coffee shop Kintamani sebagai wisata kuliner. Jurnal Ekonomi, Manajemen Pariwisata dan Perhotelan, 4(2), 394-406. https://doi.org/10.55606/jempper.v4i2.4202
Mirayani, N. K. S., Widjaya, I. G. N. O., Pitanatri, I. A., & Widyayanthi, N. P. L. (2025). Pemanfaatan media sosial Instagram dalam meningkatkan daya tarik Festival Budaya Omed-Omedan. Journal of Responsible Tourism, 5(1), 601-614. https://doi.org/10.47492/jrt.v5i1.3909
Moro, S., & Rita, P. (2018). Brand strategies in social media in hospitality and tourism. International Journal of Contemporary Hospitality Management, 30(1), 343-364. https://doi.org/10.1108/IJCHM-07-2016-0340
Munar, A. M., & Jacobsen, J. K. S. (2014). Motivations for sharing tourism experiences through social media. Tourism Management, 43, 46-54. https://doi.org/10.1016/j.tourman.2014.01.012
Sotiriadis, M. D. (2017). Sharing tourism experiences in social media: A literature review and a set of suggested business strategies. International Journal of Contemporary Hospitality Management, 29(1), 179-225. https://doi.org/10.1108/IJCHM-05-2016-0300
Sparks, B. A., & Browning, V. (2011). The impact of online reviews on hotel booking intentions and perception of trust. Tourism Management, 32(6), 1310-1323. https://doi.org/10.1016/j.tourman.2010.12.011
Sun, T., & Huang, T. (2023). Research of glamping tourism based on the aesthetics of atmosphere. Sustainability, 15(1), Article 581. https://doi.org/10.3390/su15010581
Tussyadiah, I. P., & Fesenmaier, D. R. (2009). Mediating tourist experiences: Access to places via shared videos. Annals of Tourism Research, 36(1), 24-40. https://doi.org/10.1016/j.annals.2008.10.001
Viglia, G., Minazzi, R., & Buhalis, D. (2016). The influence of e-word-of-mouth on hotel occupancy rate. International Journal of Contemporary Hospitality Management, 28(9), 2035-2051. https://doi.org/10.1108/IJCHM-05-2015-0238
Wood, S. A., Guerry, A. D., Silver, J. M., & Lacayo, M. (2013). Using social media to quantify nature-based tourism and recreation. Scientific Reports, 3, Article 2976. https://doi.org/10.1038/srep02976
Xiang, Z., Magnini, V. P., & Fesenmaier, D. R. (2015). Information technology and consumer behavior in travel and tourism: Insights from travel planning using the internet. Journal of Retailing and Consumer Services, 22, 244-249. https://doi.org/10.1016/j.jretconser.2014.08.005
Yoo, K. H., & Gretzel, U. (2011). Influence of personality on travel-related consumer-generated media creation. Computers in Human Behavior, 27(2), 609-621. https://doi.org/10.1016/j.chb.2010.05.002
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Ni Kadek Sri Mirayani, I Gusti Ngurah Oka Widjaya, Ni Putu Ariningsih, Ni Wayan Gita Sadhana Savitri, Desak Made Purnama Dewi
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
1.png)
