Factors Leading Millennials Towards Use of Social Media to Choose Travel Destinations in India With Reference to Coimbatore City

The travel trends of the Baby Boomer generation have been the focus of a great deal of analysis as the industry competes to capture their business. However, a new generation is surpassing this segment and will be garnering as much attention: The Millennials. The main objective of the study is that to analyse the perceived risk of millennial towards use of Social media to choose their travel destination and to find out the impact of perceived risk and perceived usefulness towards intent of using and recommending Social media based on their attitude. For this purpose a sample of 90 will collected from the respondents who use Social media to choose travel destinations. Percentage analysis, oneway anova, descriptive statistics and multiple regression will be used as tools to analyse the data. The conclusion is that while taking decision on attitude of millennial towards using Social media the factors subjective norm, perceived behavioral control, intention to use Social media, intention to recommend Social media, perceived risk and perceived benefits should be taken in to consideration for decision making process.