GENERATION Z STUDENTS TRAVEL DECISIONS FOR TOURISM BASED ON SOCIAL MEDIA.
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Date
2024-09-24
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Publisher
UCU
Abstract
It is considered well-known that social media, which has become an
indispensable part of daily life with the developments in information and
communication technologies, is a medium widely used by Generation Z. Social
media, which offers easier and faster access to healthy and reliable
information, has an important place in the preference processes of tourism
components that cannot be experienced in advance. This study aims to explore
whether social media has an effect on the preference process for destinations
of Generation Z, which is one of the most important components of tourism. In
this context, the data obtained from a total of 100 participants through online
media environments were analyzed by using descriptive statistics. The findings
showed that, within the scope of the research, there is a relation between
destination preference of Generation Z and all elements of social media, and
destination image, behavioral intention, and tourism satisfaction elements on
social media have a considerable effect on destination preference information
shared by voyagers; also, impacts of social media on marketing elements were
found to be associated with destination preference. However, it has been
determined that they do not have an effect on preferences.
This is related to the fact that for Generation Z, their own decisions are the
most important factor in any kind of preference process.