S. W. D. R. De Silva’s scientific contributions

In Sri Lanka, the use of social media for the travel and tourism industry is in its growth stage. Businesses use social media to be discovered and become part of travelers’ engagement in decision-making. This study aims at identifying the impact of social media on the travel decision-making process of travelers. Semi-structured interviews were conducted with 25 hospitality and tourism undergraduates in Sri Lankan universities using cluster and purposive sampling techniques. The collected data were then analyzed by using content analysis to achieve the objectives of the study. The findings revealed a strong effect of social media on university undergraduates’ travel decision-making and their willingness to engage with social media as the mode of information source. Further, the most appropriate social media platforms to promote Sri Lankan tourism destinations were also identified through this study. It is recommended that travelers use diversified information sources active engagement, seek authenticity, and exercise caution when verifying information. Put succinctly, the support of the public and private sectors is verily needed for the stability and utilization of social media for promoting Sri Lankan tourism destinations.