Social Media Usage by Generation Z in Pre-trip Planning

Abstract

Tourism marketing practices have gradually changed into more digital, thanks to the invention of the Internet and Communication Technology. It alters the notion of word of mouth to electronic word of mouth through social media applications. This study aims to investigate the Generation Z perceptions toward the usage of social media and its features in the pre-trip planning decision-making process. Why Generation Z? The reason is this generation is raised in the Internet era and they never experienced non-Internet era. For the purpose of this research Generation Z are those who were born in 1995-2000. The study applied a qualitative approach by administered questionnaires for data collection to Generation Z and analysed employing the descriptive method. The results suggest that Generation Z used the Internet mostly for accessing photo and video sharing sites by 70% and 68% respectively. Generation Z took into account mostly the content of social media, online review groups, and online recommendation from friends and relatives in the information search stage. Interestingly, they trust positive comments in the online travel community for granted and willing to share their travel experiences on community sites. The fake social media content is undeniably existing and future researchers should pay attention to this negative side of social media.

The Instagram Effect on Tourist Destination Choices: Unveiling Key Attraction Elements

“…Decision-making so that tourists are increasingly aware of the importance of information that can be accessed on the Internet (Dewi, Gede, Kencanawati, & Mataram, 2021). These developments have led to changes in consumer behavior, where the use of the internet, social media, mobile applications, and other digital communication technologies have become part of the daily lives of tourists (Ardani, 2022).…”

Development of a Conceptual Framework for Relationships between Social Media Marketing and Intentions to Stay at Five-Star Hotels

“…Trendiness as a component of social media marketing activities is related to providing customers with the latest product information [Godey, 2016]. Many consumers turn to various social media platforms for details because consumers consider this a more reliable source of data than information sponsored by companies through traditional promotions [Dewi, 2020]. Trendy information on social media includes four sub-motivations: supervision, knowledge, information before purchase, and inspiration [Mounting, 2011].…”

The Influence of Social Media Marketing to Gen-Z’s Purchase Intention to Stay in a Hotel

“…Trendiness is related to providing the latest information about products to customers [14]. Many consumers turn to various types of social media platforms to get information, because consumers are more concerned with finding reliable sources of information rather than company-sponsored information through traditional promotions [22]. Advertisement refers to advertising and promotion campaigns that have been carried out by marketers through social media to increase sales [23].…”