Social media plays biggest role in attracting tourists to Florida

A recent survey conducted by the University of Florida indicates that social media plays a significant role in enticing people to the Sunshine State

The objective of the survey of the Eric Friedheim Tourism Institute at UF, was to examine the factors influencing individuals’ decision-making process when considering a vacation in Florida. The study encompassed twelve variables, ranging from infrastructure development, culture, and tourist attractions, to technological advancements and price competitiveness.

Key takeaways

• According to the data, 40% of the 1,528 people polled named social media as a key factor in their vacation decisions, while 18 percent were influenced by TV shows and travel-related content;
• Both local visitors and out-of-state travelers expressed that several secondary factors influenced their travel decisions, including the state’s natural beauty, price competitiveness, availability of tourist attractions, and the level of crowdedness.

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