Presentation Schedule
The Influence of Destination Characteristics on Tourists’ Social Proof Behavior: a Psychological Analysis of Categorized Destinations (101932)
Tuesday, 24 March 2026 16:00
Session: Poster Session 3
Room: Orion Hall (5F)
Presentation Type: Poster Presentation
This study examines how the unique characteristics of tourist destinations influence visitor decision-making and evaluation processes, specifically through the psychological concept of social proof. Using a qualitative content analysis of online reviews from three distinct destination categories—nature, cultural heritage, and urban—the research identifies how various forms of social proof function as influential reference points for tourists. The findings reveal that the type of social proof tourists prioritize differs significantly across these destination categories. For nature destinations, visual proof, primarily from social media posts, serves as a key driver. Tourists' expectations are frequently shaped by a comparison between what they observe and what others have visually documented, establishing a location's visual appeal as a critical benchmark for evaluation. In contrast, cultural heritage sites such as Goryokaku Park rely more heavily on authoritative and empirical evidence. Here, tourists place more emphasis on the opinions and experiences of historical experts and experienced travelers. Finally, urban destinations are heavily influenced by proof by consensus. The collective endorsement of positive reviews, high ratings, and real-time social commentary on events or attractions acts as a powerful determinant of visitor perception. This study delves deeply into the psychology of tourists from a behavioral economics perspective and provides practical insights for tourism marketers to develop social proof-based strategies that are most appropriate for their respective destinations. This is expected to contribute to increased visitor satisfaction and sustainable tourism development.
Authors:
Soji Lee, Tokai University, Japan
About the Presenter(s)
Professor Soji Lee is a University Assistant Professor/Lecturer at Tokai University in Japan
See this presentation on the full schedule – Tuesday Schedule
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