Analyzing Gen Z's Travel Influence in the Digital Age: The Correlational Effect of Social Media

This study explores the impact of social media on the travel decision-making process of Generation Z, utilizing the Engel-Kollat-Blackwell (EKB) model as a framework. Generation Z, comprising individuals born between 1997 and 2012, is characterized by their high level of digital fluency and reliance on social media for gathering information and making informed travel choices. Conducted with 350 Generation Z travellers in Santa Fe, Bantayan Island, Cebu, Philippines, this research employs a descriptive-correlation design and a survey questionnaire to gather insights. The findings reveal that social media significantly influences three key stages of the Engel-Kollat-Blackwell (EKB) model: need recognition, information search, and post-purchase behavior. In the need recognition stage, travel content on social media sparks Generation Z's desire for exploration. During the information search phase, users seek reviews and recommendations from peers and influencers to better understand their travel options. After making their travel decisions, Generation Z shares their experiences on social media, influencing their peers and encouraging ongoing engagement. While social media's impact on the alternative evaluation and purchasing stages is recognized, it appears less pronounced than in the earlier stages. This underscores the critical role that social media plays in shaping the travel decision-making process for Generation Z, highlighting the need for engaging content and authentic interactions to effectively influence their choices. These insights underscore the essential role of social media in shaping travel preferences among Generation Z. To effectively engage this demographic, travel and tourism businesses should craft targeted marketing strategies that emphasize authentic content and influencer partnerships, thereby fostering brand loyalty and driving purchasing decisions.