Exploring the Impact of Social Media on Tourists' Travel Behavior: A Study of Xiaohongshu in Macau

The proliferation of information and communication technology has brought about the widespread adoption of online photo and video sharing platforms in the travel industry. These platforms possess the potential to exert a significant influence on tourists' behaviors, shaping destination popularity and creating new tourist hot spots. Macau, being a special administrative region of China, is a highly desirable destination for mainland Chinese tourists. This study utilizes interviews analysis and thematic analysis to investigate the impact of social media on travel motivations among tourists in Macau. Specifically, the research focuses on Xiaohongshu, a widely utilized social sharing application in mainland China, to explore the underlying factors that influence Macau tourists' selection of tourist activities through this platform. By delving into the determinants of Xiaohongshu usage and uncovering their implications for travel behavior, this study aims to provide a comprehensive understanding of the intricate relationship between social media and tourism among Macau tourists. The research findings hold promise for their potential contributions to the fields of tourism and digital marketing. They offer valuable insights into consumer decision-making behavior in the digital realm and provide practical recommendations for the industry's digital transformation and sustainable growth.