THE INFLUENCE OF SOCIAL MEDIA CONTENT ON VALIDATION AND SOCIALPROOF ON EXTREME TOURISM PARTICIPATION DECISIONS
DOI:
https://doi.org/10.35814/q0nvzc95Keywords:
Social Media Content, Social Validation, Social Proof, Extreme TourismAbstract
This study aims to analyze the influence of social media content on participation decisions in extreme tourism, focusing on the mediating roles of social proof and validation. Given the high physical risks associated with extreme activities, potential tourists tend to seek psychological assurance through digital media. The research method employs a quantitative approach using Partial Least Squares Structural Equation Modeling (PLS-SEM). The measurement model evaluation results indicate that all variables meet high validity and reliability criteria. The findings show that social media content significantly influences social proof and validation. Furthermore, social proof was found to be the most dominant mediator in driving participation decisions compared to the validation variable. This indicates that reducing risk perception through the collective experiences of others on social media is a key factor in extreme tourism decision-making. The study concludes that the synergy between engaging visual content and massive social proof is the primary strategy for converting audience interest into actual participation.
References
Al Fajar, A. H. & Dyas Erlangga. (2025). The Role of Social Media and User-Generated Content in Traveler Decisions: A Literature Review. Journal of Tourism and Creativity, 9(1), 91–98. https://doi.org/10.19184/jtc.v9i1.53690
Armutcu, B., Tan, A., Amponsah, M., Parida, S., & Ramkissoon, H. (2023). Tourist behaviour: The role of digital marketing and social media. Acta Psychologica, 240, 104025. https://doi.org/10.1016/j.actpsy.2023.104025
Asyraf, J. A. (2025). Vacation or Validation: Liburan sebagai Bentuk Validasi dan Pencitraan melalui Media Sosial di Kalangan Generasi Z. 2(2).
Diel, K., Broeker, L., Raab, M., & Hofmann, W. (2021). Motivational and emotional effects of social comparison in sports. Psychology of Sport and Exercise, 57, 102048. https://doi.org/10.1016/j.psychsport.2021.102048
Dong, Y., Li, Y., Hua, H.-Y., & Li, W. (2023). Perceived tourism authenticity on social media: The consistency of ethnic destination endorsers. Tourism Management Perspectives, 49, 101176. https://doi.org/10.1016/j.tmp.2023.101176
Endang Sulistiyani. (2025). Social Proof as A Leveraging Variable For Purchasing Decisions. Matrik : Jurnal Manajemen, Strategi Bisnis Dan Kewirausahaan, 19(1). https://doi.org/10.24843/MATRIK:JMBK.2025.v19.i01.p04
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017). A primer on partial least squares structural equation modeling (PLS-SEM) (Second edition). SAGE.
Huang, L., & Xu, H. (2023). Relational encounters: The therapeutic experiences of tourists with cancer in Bama, China. Tourism Management Perspectives, 47, 101131. https://doi.org/10.1016/j.tmp.2023.101131
Huang, Q., Chen, J., Li, R., & Liu, J. (2024). Experiencing awe, engaging in extreme sports: Incidental awe as an effective promoter for extreme sports engagement. Journal of Business Research, 170, 114330. https://doi.org/10.1016/j.jbusres.2023.114330
Huang, Z. (Joy), Lin, M. S., & Chen, J. (2024). Tourism experiences co-created on social media. Tourism Management, 105, 104940. https://doi.org/10.1016/j.tourman.2024.104940
Joseph, A., T P, V., & Thomas, T. (2024). How Social Media Influences Travel Decisions: The Effect of User-Generated Content, Visual Appeal, And Storytelling on Destination Intentions. South India Journal of Social Sciences, 22(4), 349–359. https://doi.org/10.62656/SIJSS.v22i4.1413
K S, D., & Massand, A. (2025). A study on reflective factors of social media marketing activities and its influence on purchase intention of gen z. Acta Psychologica, 259, 105459. https://doi.org/10.1016/j.actpsy.2025.105459
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
Kavoura, A., & Stavrianea, A. (2014). Economic and Social Aspects from Social Media’s Implementation as a Strategic Innovative Marketing Tool in the Tourism Industry. Procedia Economics and Finance, 14, 303–312. https://doi.org/10.1016/S2212-5671(14)00717-5
Manthiou, A., Ulrich, I., & Kuppelwieser, V. (2024). The travel influencer construct: An empirical exploration and validation. Tourism Management, 101, 104858. https://doi.org/10.1016/j.tourman.2023.104858
Nawang Hakim Mega Angkasa, Oni Yudo Sundoro, & Yana Tatiana. (2024). The Influence of Social Media, Content Marketing on Purchasing Decisions Through Customer Engagement Online Travel Agent. Dinasti International Journal of Digital Business Management, 5(5).
Peters, M. (2017). Social Systems and Tourism Design. In D. R. Fesenmaier & Z. Xiang (Eds.), Design Science in Tourism (pp. 139–150). Springer International Publishing. https://doi.org/10.1007/978-3-319-42773-7_9
Rejón-Guardia, F., Rialp-Criado, J., & García-Sastre, M. A. (2023). The role of motivations and satisfaction in repeat participation in cycling tourism events. Journal of Outdoor Recreation and Tourism, 43, 100664. https://doi.org/10.1016/j.jort.2023.100664
Tang, X., Zhang, L., & Yuan, K. (2024). Social media frames my move and visual: The echo chamber effects on on-site tourism behaviors and destination marketing. Journal of Destination Marketing & Management, 32, 100859. https://doi.org/10.1016/j.jdmm.2024.100859
Wang, C. K. J., Spray, C. M., & Warburton, V. E. (2023). Motivational processes in sport, exercise and physical activity. Asian Journal of Sport and Exercise Psychology, 3(2), 63–64. https://doi.org/10.1016/j.ajsep.2023.10.001
Xie-Carson, L., & Benckendorff, P. (2024). Insta-fame or insta-flop? The pitfalls of using virtual influencers in tourism marketing. Journal of Hospitality and Tourism Management, 60, 116–126. https://doi.org/10.1016/j.jhtm.2024.06.014
Zheng, Y.-H., Xu, T., Shi, G., & Jiang, L. (2023). I want to go there too! Tourism destination envy in social media marketing. Heliyon, 9(12), e22889. https://doi.org/10.1016/j.heliyon.2023.e22889
Zhou, Q., Sotiriadis, M., & Shen, S. (2023). Using TikTok in tourism destination choice: A young Chinese tourists’ perspective. Tourism Management Perspectives, 46, 101101. https://doi.org/10.1016/j.tmp.2023.101101
