WINNING OVER THE GEN Z: EMPIRICAL INSIGHTS INTO SOCIAL MEDIA BEHAVIOUR DURING TRAVEL

Objective: The objective of this study is to investigate the social media behavior of Generation Z during travel, focusing on their product and service choices, as well as the environmental motivations behind these choices. The aim is to understand how social media influences their travel decisions and promotes responsible tourist behavior. Theoretical Framework: This research is grounded in theories of digital marketing and consumer behavior, particularly in the context of social media's impact on tourism. Concepts such as interactive marketing, online reviews, and social media influence are central to this investigation, providing a solid basis for understanding the dynamics of Gen Z's travel behavior. Method: The methodology adopted for this research comprises a mixed-method approach. Questionnaires were distributed, yielding 301 valid responses from Gen Z individuals born between 1995 and 2015, who had traveled at least twice a year and been active on social media for at least two years. The data collection was supplemented by interviews to gain deeper insights into their social media usage and travel preferences. Statistical tools were employed to analyze the data. Results and Discussion: The results revealed key social media preferences and usage patterns among Gen Z travelers. Notably, positive online reviews and social media influence were significant factors in their travel decisions. The discussion contextualizes these findings within the theoretical framework, highlighting the implications for effective marketing strategies. Discrepancies and limitations of the study are also considered, providing a comprehensive understanding of the research outcomes. Research Implications: The practical and theoretical implications of this research are significant, offering insights into how social media can be leveraged to foster responsible tourist behavior. These findings can influence practices in the tourism industry, particularly in marketing strategies aimed at Gen Z. The implications extend to benefiting local communities and the environment while enhancing tourist satisfaction. Originality/Value: This study contributes to the literature by highlighting the innovative approach of examining social media's role in shaping responsible travel behavior among Gen Z. The relevance and value of this research are evidenced by its potential to impact marketing practices in the tourism sector, promoting sustainable tourism and benefiting both travelers and local destinations.