Conjoint Analysis on Millennials’ Choice of Tourist Destination

TOURISM

This study investigates the influence of social media on millennials’ preferences for tourist destinations using a two-phase mixed-method approach and conjoint analysis. The qualitative phase identified key destination attributes—price, location, safety and security, perceived value, and online reviews—based on insights from millennial travelers. The quantitative phase involved 250 graduating students from Urdaneta City University and used metric conjoint analysis to evaluate the relative importance of these attributes. Findings reveal that online reviews and social media presence hold the highest utility in destination selection, followed by perceived value and safety. Millennials tend to rely heavily on digital content and peer-generated information when making travel decisions. Theoretical frameworks such as Cue Utilization Theory, Social Proof Theory, Diffusion of Innovation, and Cognitive Dissonance Theory guided the interpretation of results. The study also explores trade-offs millennials make between different destination attributes, showing that while price remains significant, digital visibility and perceived experiences often outweigh traditional factors. These insights provide strategic implications for tourism marketers aiming to appeal to the millennial demographic

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