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Delineating the Effects of Social Media Marketing Activities on Generation Z Travel Behaviors.
- Source :
-
Journal of Travel Research . May2023, Vol. 62 Issue 5, p1140-1158. 19p. - Publication Year :
- 2023
-
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. [ABSTRACT FROM AUTHOR]
Details
- Language :
- English
- ISSN :
- 00472875
- Volume :
- 62
- Issue :
- 5
- Database :
- Academic Search Index
- Journal :
- Journal of Travel Research
- Publication Type :
- Academic Journal
- Accession number :
- 162635254
- Full Text :
- https://doi.org/10.1177/00472875221106394