Media

Tomi Ayoola-Daniels

From Scroll To Suitcase : Social Media and Its Influence on Solo Female Travel Decisions

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Tomi Ayoola-Daniels is a final year student  majoring in Professional Communications along with a minor in Business. Her favorite things to do are studying the Bible, hanging out with friends, going on adventures, and traveling. She grew up traveling a lot with her family—her late father loved to travel, and she along with her family visited places like the UK, South Africa, Ghana, and Dubai.

She especially love solo travel, and her interests in both solo travel and social media came together to inspire this project. She believes that being able to travel the world and see incredible sights helps her and everyone else come to the knowledge of God.

This research project examines how social media travel content on TikTok may influence women’s intentions to book their first solo trip. Through a TikTok content analysis along with a literature review, the study found that social media solo female travel content promotes this activity as empowering and realistic through safety advice, confidence instilling messages, and practical guidance. Rather than simply making travel look entertaining, social media can increases trust and self efficacy, helping women feel more confident to take on this new adventure.

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