Analyzing the impact of social media on Gen Z travel decisions using TAM and UTAUT models

Abstract

The purpose of this study was to assess the influence of social media platforms on the travel decisions of Generation Z, individuals born between 1997 and 2012. Additionally, the study aims to provide insights for travel companies on how to create effective digital marketing strategies that align with the behaviors of this generation. By 2025, Generation Z will emerge as a significant consumer group in the travel market, becoming a proactive segment of adults capable of making independent financial decisions. Their travel spending continues to grow each year, but their decision-making process differs from that of Generation X or Millennials. They rely on social media rather than traditional marketing methods like TV ads and brochures. Generation Z's travel decision-making was analyzed using the Technology Acceptance Model (TAM) and the Unified Theory of Acceptance and Use of Technology (UTAUT) to examine the impact of social media platforms on variables such as perceived usefulness, ease of use, social influence, and performance expectancy. In this research, a questionnaire consisting of 35 questions was administered to 157 participants using the Google Forms platform, and the results were analyzed with the SPSS software. The study's results indicate that the impact of social media platforms on Generation Z's travel decisions can be better understood through the UTAUT model's Social Influence and Performance Expectations factors. It shows that Generation Z places a high value on the reliability of information found on social media. These platforms act as significant sources of information and emotional triggers in their travel planning, helping them make decisions influenced by friends, influencers, and online content.