Delineating the Effects of Social Media Marketing Activities on Generation Z Travel Behaviors

Generation Z (Gen Z) has emerged as the largest and most challenging consumer group for destination marketers. This study investigates the varying effects of social media marketing activities (SMMAs) on Gen Z travel behaviors. A comparative analysis approach between Gen Z and other generations was used to assess the attributes of SMMAs and their role in tourism destination visits. Gen Z tourists were more susceptible to the four traits of SMMAs (entertainment, trendiness, interaction, and word-of-mouth) when choosing destinations and were more likely to pay a premium for visiting than their generational counterparts. Gen Z females were more likely to be influenced by SMMA customization and word-of-mouth features, while Gen Z males were more sensitive to the entertainment features of SMMAs. These findings deepens marketers' understanding of Gen Z travelers' preferences and behaviors so that they provide constructive directions for marketers to implement effective SMMAs strategies.