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Title: :  Conjoint Analysis on Millennials’ Choice of Tourist Destination
PaperId: :  26619
Published in:   International Journal Of Advance Research And Innovative Ideas In Education
Publisher:   IJARIIE
e-ISSN:   2395-4396
Volume/Issue:    Volume 11 Issue 3 2025
DUI:    16.0415/IJARIIE-26619
Licence: :   IJARIIE is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Author NameAuthor Institute
Dianne Alyssa R. AngelesUrdaneta City University
Easter B. BelandresUrdaneta City University

Abstract

TOURISM
social media, destination, approach, attributes, millenial, tour
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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IJARIIE Dianne Alyssa R. Angeles, and Easter B. Belandres. "Conjoint Analysis on Millennials’ Choice of Tourist Destination" International Journal Of Advance Research And Innovative Ideas In Education Volume 11 Issue 3 2025 Page 1541-1548
MLA Dianne Alyssa R. Angeles, and Easter B. Belandres. "Conjoint Analysis on Millennials’ Choice of Tourist Destination." International Journal Of Advance Research And Innovative Ideas In Education 11.3(2025) : 1541-1548.
APA Dianne Alyssa R. Angeles, & Easter B. Belandres. (2025). Conjoint Analysis on Millennials’ Choice of Tourist Destination. International Journal Of Advance Research And Innovative Ideas In Education, 11(3), 1541-1548.
Chicago Dianne Alyssa R. Angeles, and Easter B. Belandres. "Conjoint Analysis on Millennials’ Choice of Tourist Destination." International Journal Of Advance Research And Innovative Ideas In Education 11, no. 3 (2025) : 1541-1548.
Oxford Dianne Alyssa R. Angeles, and Easter B. Belandres. 'Conjoint Analysis on Millennials’ Choice of Tourist Destination', International Journal Of Advance Research And Innovative Ideas In Education, vol. 11, no. 3, 2025, p. 1541-1548. Available from IJARIIE, http://ijariie.com/AdminUploadPdf/Conjoint_Analysis_on_Millennials’_Choice_of_Tourist_Destination_ijariie26619.pdf (Accessed : ).
Harvard Dianne Alyssa R. Angeles, and Easter B. Belandres. (2025) 'Conjoint Analysis on Millennials’ Choice of Tourist Destination', International Journal Of Advance Research And Innovative Ideas In Education, 11(3), pp. 1541-1548IJARIIE [Online]. Available at: http://ijariie.com/AdminUploadPdf/Conjoint_Analysis_on_Millennials’_Choice_of_Tourist_Destination_ijariie26619.pdf (Accessed : )
IEEE Dianne Alyssa R. Angeles, and Easter B. Belandres, "Conjoint Analysis on Millennials’ Choice of Tourist Destination," International Journal Of Advance Research And Innovative Ideas In Education, vol. 11, no. 3, pp. 1541-1548, May-Jun 2025. [Online]. Available: http://ijariie.com/AdminUploadPdf/Conjoint_Analysis_on_Millennials’_Choice_of_Tourist_Destination_ijariie26619.pdf [Accessed : ].
Turabian Dianne Alyssa R. Angeles, and Easter B. Belandres. "Conjoint Analysis on Millennials’ Choice of Tourist Destination." International Journal Of Advance Research And Innovative Ideas In Education [Online]. volume 11 number 3 ().
Vancouver Dianne Alyssa R. Angeles, and Easter B. Belandres. Conjoint Analysis on Millennials’ Choice of Tourist Destination. International Journal Of Advance Research And Innovative Ideas In Education [Internet]. 2025 [Cited : ]; 11(3) : 1541-1548. Available from: http://ijariie.com/AdminUploadPdf/Conjoint_Analysis_on_Millennials’_Choice_of_Tourist_Destination_ijariie26619.pdf
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