Social Media Influence on Tourism Purchase Decisions: Evidence from the Czech and Slovak Markets

Ing. Lukáš Pichlík, Doc. Ing. Petr Janeček Ph.D.

Social Media Influence on Tourism Purchase Decisions: Evidence from the Czech and Slovak Markets

Wydanie online nr 2026/01 (69), data wydania 01.05.2026

Keywords: social media, tourism consumer behavior, tourism marketing, purchase decision-making

Abstract: The rapid development of social media has significantly transformed consumer decision-making processes in tourism. Social networking platforms increasingly influence travel inspiration, information search, evaluation of alternatives, and final purchase decisions. The aim of this study is to examine how different types of social media content influence tourism purchase decisions, particularly in the context of accommodation selection. The study also investigates whether demographic factors such as age, gender, and region affect the importance of social media content in this decision-making process. The empirical research is based on a questionnaire survey conducted among respondents from Czechia and Slovakia. The data were analyzed using chi-square tests of independence, the Kruskal–Wallis test, the Mann–Whitney U test, and post-hoc analyses. The results indicate that age significantly influences the type of social media content that affects accommodation choices. Younger respondents are more strongly influenced by influencer recommendations and visual content such as videos and reels, whereas older respondents rely primarily on reviews from other users. In contrast, the region of residence does not significantly influence preferences for social media content. Gender differences were also identified in the perception of sustainability in tourism. The findings contribute to a better understanding of consumer behavior in the context of digital tourism marketing and provide practical implications for marketing strategies in the tourism sector.