Volume: 6   Issue: 5

Asha Moni, Mohinul Islam Tuhin, M Abdur Rahman Rahat, Tonoya Tharin, Md Mosharraf Hossen.
Canadian Journal of Discovery, 2025, 6(5), 1-38
doi, https://doi.org/10.5281/zenodo.15389481
Abstract: This study explores the influence of social media on tourism behavior among Generation Z (Gen Z), a demographic that has grown up in a digitally connected world. Gen Z’s unique consumer behavior is shaped by their extensive use of social media platforms such as Instagram, TikTok, and YouTube, which play a significant role in their travel decision-making process. The research examines how social media, particularly influencer marketing and user-generated content, affects Gen Z’s awareness of destinations, tourism intentions, and overall satisfaction. A quantitative approach was adopted, using an online survey to collect data from 500 Gen Z consumers aged 18-24 from diverse geographic regions. Descriptive and regression analyses were employed to assess the relationships between social media usage and tourism behavior. The key findings suggest that social media significantly influences Gen Z’s destination awareness, with Instagram and TikTok being the most influential platforms. Influencer endorsements and user-generated content were found to have a strong impact on travel decisions. The study highlights the need for destination marketers to adapt their strategies to engage Gen Z by leveraging visual, authentic content and collaborating with influencers. The results provide insights into how tourism brands can effectively target Gen Z and cater to their preferences for authenticity, interactivity, and sustainability. The research concludes by emphasizing the growing role of social media in shaping tourism behavior and offers practical recommendations for destination marketing strategies aimed at Gen Z.