The effect of social media on travel planning process by Chinese tourists: the way forward to tourism futures

Purpose This paper investigates the usage and trust of Chinese social media in travel planning process (pre-trip, during-trip post-trip) tourists. Design/methodology/approach Through a combination structured online survey ( n = 406) follow-up interviews, research identifies diversification demand-and-supply patterns users China, as well allocation functions tools before, during after travel. Findings Social are diverse terms their adoption media, use behaviour scope; levels influence; ultimate decisions actions. Correlations between level trust, influence intended changes observed. Destination marketers tourism industries should observe adapt to needs potential tourist markets by understanding more about user segmentation platforms or apps conducting marketing campaigns on attract higher number visitors. Research limitations/implications demonstrated case mainland which has been regarded one fastest growing influential tourist-generating expansions world. study further addressed knowledge gap correlating The findings suggested pattern Users were diversified behaviour, scope, decisions. Practical implications organizations note that some overseas not accessible China like TripAdvisor, Yelp, Facebook Instagram still valued tourists, especially period journeys Western countries. Some tactics for specific segments be carefully When promoting products it is necessary understand apps. Originality/value powerful tool development sustainability creating smart tourists destinations worldwide. In stimulated both information communication technology tourism.