Exploring the generational influence on social media-based tourist decision-making in India

Abstract

Purpose This study aims to explore how social media affects decision-making among tourists and whether there is a potential effect of age, which is studied through generations. For this purpose, baby boomers, Gen X, Gen Y and Gen Z tourists are studied and real-time implications are offered. Design/methodology/approach The study adopts a descriptive and exploratory design where the conceptual model of social media-based decision-making is developed through a review of the literature. Quantitative analysis is conducted on primary data from 600 Indian tourists. This is done using a self-administered questionnaire adopted from Gulati (2022) after checking its validity and reliability. The statistical analysis for hypothesis testing is done using PLS-SEM path modelling on pooled data. To study the categorical moderating effect of generations, partial least squares multigroup analysis (PLS-MGA) is performed as a paired comparison on every successive generation. Findings After testing every successive younger generation with an older generation through PLS-MGA, none of the pairs found any significant differences in path coefficients, as the values obtained were 0.05 < p < 0.95 for all five paths (SM → NR, SM → IS, SM → E, SM → P, SM → PPB). This indicates all the generations behave in a similar manner irrespective of them being older or younger, and age does not moderate social media’s impact on decision-making among Indian tourists. Research limitations/implications The study establishes India as a unique geographical market and suggests tourism marketers to treat all generations at par, irrespective of age, as they behave and interact with social media in a similar manner. But, because this study is restricted to a single geographical location, i.e. India, further regions can be explored for global generalisation. Future research can also explore other demographics for combined, moderated analysis. Findings from the study suggest that marketers should ensure that equal attention is given to all generations as they engage with social media in a similar manner. Targeted marketing using artificial intelligence can help in ensuring custom ads. Personalisation according to generations can also facilitate greater purchases. Originality/value The study fills a major population and knowledge gap by exploring a topic that has been highly under-researched. Also, the study adopts an inclusive approach by analysing all the generations, both younger and older, to understand the potential effect of age on moderating the impact that social media has on tourist decision-making. Further, real-time suggestions and implications are offered to tourism marketers with special reference to the Indian tourism industry.

Millennial’s Decision on the Use of Online Halal Marketplace in Indonesia

“…A decision comes after a consumer is certain to choose an option out of several options based on available information (Ajzen, 1991(Ajzen, , 2018Fishbein & Ajzen, 1975;Kotler & Keller, 2016;Lai, 2017;Simamora, 2022). This study uses the five stages of the purchase decision process on the using of Lazada Amanah's online Halal marketplace, which begins with identifying the problem, searching for necessary information, evaluating the available alternatives, deciding the best possible option, and ending with post-purchase evaluation (Cakici & Tekeli, 2022;Gulati, 2022Gulati, , 2023Kotler & Keller, 2016;Schiffman & Kanuk, 2007). The proposed model is described in Figure 1.…”

“…Marketers can predict customers decisions or actual behaviors in the future based on their perception of a certain product or service (Aisyah & Silvia, 2023;Chan et al, 2023;Li et al, 2022;Mishbakhudin & Aisyah, 2021;Rizki et al, 2021;Shaheen, 2016;Suhartanto et al, 2022;Thusi & Maduku, 2020). This study used the five stages of the purchase decision process to measure consumers' decision to shop at Lazada Amanah's online Halal marketplace, which begins with identifying the problem, searching for necessary information, evaluating the available alternatives, deciding the best possible option, and ending with post-purchase evaluation (Cakici & Tekeli, 2022;Gulati, 2022Gulati, , 2023Kotler & Keller, 2016;Schiffman & Kanuk, 2007).…”