A CROSS-GENERATIONAL INVESTIGATION OF TOURISM DECISION-MAKING ON SOCIAL MEDIA: IMPLICATIONS FOR MARKETING AND DESTINATION MANAGEMENT
DOI:
https://doi.org/10.17501/23572612.2024.8101%20Keywords:
decision-making, cultural influence, social influence, personal characteristics, psychological, intergenerational, tourism marketingAbstract
This study examines the generation's impact on tourists’ decision-making characteristics when selecting a tourist destination through social media platforms. The target group for this study consists of those who utilize social media platforms to gather information about tourist destinations before choosing to visit. A non-probability sampling approach, using a purposive sampling method derived from a survey administered through a questionnaire, was used to collect primary data from 338 respondents across generations. Data were analyzed using SPSS 29 and Manova, followed by post-hoc tests (Bonferroni and Games-Howell). The measurement of tourists’ decision-making process incorporates various factors, including Cultural Influence, Social Influence, Personal Characteristics, and Psychological Factors. In addition, Marketing Influence was also considered. The results revealed that the variable Generation significantly influences Cultural Influence, Social Influence, Personal Characteristics, Psychological Influence, and Marketing Influence simultaneously and partially. In particular, when considered separately, Generation has a significant impact on Cultural Influence, Social Influence, Personal Characteristics, Psychological Influence, and Marketing Influence. This study contributes to the existing body of knowledge by providing insights into the impact of generation on tourists’ decision-making characteristics and its implications for tourism marketing and management. These findings highlight the importance of considering generational differences when developing social media strategies to engage tourists and understanding how these differences shape the tourism decision-making process. This study enhances the ability of destination marketers to engage tourists and promote their travel products and services. Theoretical contributions of this study include understanding how generations influence tourism destination decisions, exploring the role of cultural, social, personal, psychological, and marketing factors in tourist decision-making, and highlighting the significance of social media in destination marketing. Managerial contributions include suggestions for tailoring marketing tactics to visitors’ interests and social connections, understanding existing and prospective tourist personas, and prioritizing digital media in tourism destination management.
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