Abstract: Exploring the Impact of Travel Influencers on Generation Z

by | Jul 22, 2024 | Research

Abstract: Exploring the Impact of Travel Influencers on Generation Z

by 

Khushi Banke, Student, St Mary’s College
Komal Bhati, Student, St Mary’s College
Dr Kavitha Thakur, Assistant Professor of Commerce, St Mary’s College

Paper published originally in Shodhasamhita : Journal of Fundamental & Comparative Research
Vol. X, Issue-I, Book No.05,January – June: 2024 ISSN: 2277-7067

ABSTRACT:
Social media has noticeably influenced the tourism sector in the past few years. For instance, consumers use social media to research for trips, make travel related decisions and to share their travel experiences online. This research analyses the influence of social media travel influencers on the young generation, generation Z {people born between 1995 and 2010}. In today’s era travel influencers have become influential figures moulding travel choices of social media users. The research is based on quantitative methodology in the form of an online survey which was conducted with the help of google forms. The targeted individuals were the people born between 1995-2010 (generation Z). The targeted individuals were residing mainly in the city of Hyderabad. The questionnaire consists of 19 questions including demographic question and question related travel motivations, travel destinations, trust towards travel influencers, etc. The results from the survey were analysed with the help of google form statistics. This study adds to the body of research that explains how Gen Z interacts in the online multichannel environment during different stages of the customer decision journey when looking for travel-related products. Due to its depth of expertise, this research can help educate marketing experts and travel brands.

KEY WORDS Generation Z, Travel Influencer, Social Media Applications, Travel.