Delineating the Effects of Social Media Marketing Activities on Generation Z Travel Behaviors

Keywords

destination preference; Generation Z (Gen Z); multi-group analysis (MGA); social media marketing activities (SMMAs); willingness to pay premium (WTPP)

Abstract

Generation Z (Gen Z) has emerged as the largest and most challenging consumer group for destination marketers. This study investigates the varying effects of social media marketing activities (SMMAs) on Gen Z travel behaviors. A comparative analysis approach between Gen Z and other generations was used to assess the attributes of SMMAs and their role in tourism destination visits. Gen Z tourists were more susceptible to the four traits of SMMAs (entertainment, trendiness, interaction, and word-of-mouth) when choosing destinations and were more likely to pay a premium for visiting than their generational counterparts. Gen Z females were more likely to be influenced by SMMA customization and word-of-mouth features, while Gen Z males were more sensitive to the entertainment features of SMMAs. These findings deepens marketers' understanding of Gen Z travelers' preferences and behaviors so that they provide constructive directions for marketers to implement effective SMMAs strategies.

Publication Date

5-2023

Original Citation

Liu, J., Wang, C., Zhang, T., & Qiao, H. (2023). Delineating the Effects of Social Media Marketing Activities on Generation Z Travel Behaviors. Journal of Travel Research, 62(5), 1140–1158. https://doi.org/10.1177/00472875221106394

Document Type

Paper

Language

English

Source Title

Journal of Travel Research

Volume

62

Issue

5

College

Rosen College of Hospitality Management

Location

Rosen College of Hospitality Management

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