Mohd Asrul, Nur Alia Izzyani and Ahmad, Siti Yuliandi and Hama, Susan (2026) Predicting Johor Bahru’s destination image through social media influence, influencer endorsement, and social media usage among Malaysian young adults. Journal of Contemporary Tourism and Hospitality (JoCTH), 2 (2). pp. 32-50. E-ISSN 3122-6744
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Abstract
This study investigates the influence of social media influence,influencer endorsement, and social media usage on Johor Bahru’sdestination image among Malaysian young adults. Despite the growingimportance of digital tourism communication, limited empirical studies haveexamined the strongest social media related factors influencing JohorBahru’s destination image among young adults in Malaysia. Guided byMedia System Dependency Theory, this study adopted a quantitativeresearch design using a cross-sectional survey approach. Data werecollected from 210 Malaysian young adults aged 18 to 35 years through astructured online questionnaire distributed via Google Forms. Theinstrument employed a five-point Likert scale and underwent pilot testingand Cronbach’s Alpha reliability assessment to ensure internal consistency.Data were analysed using IBM SPSS Version 29 through descriptivestatistics and multiple regression analysis. The findings showed that socialmedia influence had the highest descriptive mean score (M = 3.775, SD =0.877), indicating strong agreement that social media shapes tourismperceptions. Multiple regression analysis further showed that social mediausage was the strongest predictor of Johor Bahru’s destination image (β =.625, p < .001), followed by influencer endorsement (β = .278, p < .001).However, social media influence did not significantly predict destinationimage (β = .030, p = .655). The regression model explained 78.2% of thevariance in destination image perception (R² = .782). The findings highlightthe strategic importance of active social media engagement and influencercredibility in strengthening destination branding and digitally driven tourismpromotion strategies among young adults in Malaysia.
| Item Type: | Article (Journal) |
|---|---|
| Uncontrolled Keywords: | Destination Branding, Destination Image, Digital Tourism, Communication, Influencer Endorsement, Social Media Influence |
| Subjects: | G Geography. Anthropology. Recreation > G Geography (General) > G156.5.S87 Sustainable tourism |
| Kulliyyahs/Centres/Divisions/Institutes (Can select more than one option. Press CONTROL button): | Kulliyyah of Sustainable Tourism and Contemporary Languages |
| Depositing User: | Dr. Siti Yuliandi Ahmad |
| Date Deposited: | 14 Oct 2026 09:49 |
| Last Update: | 14 Oct 2026 12:14 |
| Queue Number: | 2026-10-Q5595 |
| URI: | http://irep.iium.edu.my/id/eprint/131919 |
| Indexed In: | Google Scholar |
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