Abstract:

This research aims to discover whether a traveler's level of life satisfaction could affect destination decision making. Additionally, the present study also wants to discover the effect of social media on the traveler's decision. This study involves two hundred tourists who participated in an online survey. Hypotheses testing has successfully revealed some findings. First, the level of life satisfaction is significantly creating brand consciousness, developing awareness of price over value, and adding confusion by over-choice. Second, the tourist's level of life satisfaction has no significant effect on high-quality consciousness and habitual orientation. Furthermore, the largest critical score was found between life satisfaction and brand consciousness. It indicates that visitors who were satisfied with their lives tend to choose well-known travel destinations.