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
Copyright Status
Unknown
College
Rosen College of Hospitality Management
Location
Rosen College of Hospitality Management
STARS Citation
Liu, Juan; Wang, Chaohui; Zhang, Tingting; and Qiao, Haohao, "Delineating the Effects of Social Media Marketing Activities on Generation Z Travel Behaviors" (2023). Faculty Scholarship and Creative Works. 1193.
https://stars.library.ucf.edu/ucfscholar/1193