The Role of Social Media and User-Generated-Content in Millennials’ Travel Behavior

Maria-Irina ANA, Laura-Gabriela ISTUDOR

Abstract


One of the sectors most influenced by digitalization is tourism and the use of the Internet for brand building is an increasingly common custom, especially by taking advantage of the benefits Social Media has to offer to related businesses. In the given context, the aim of this article is to analyze the role of Social Media and User-Generated-Content in Millennial consumers’ travel behavior, to investigate how these influence people’s decisions to visit specific tourist destination and how various tourism indicators fluctuated in the last two decades, in order to have a better understanding of the current tourism trends. The primary method used is an online questionnaire, along with documentary analysis, statistical analysis, and personal observation. The article starts with a comprehensive literature review that addresses key themes such as tourists decision-making behavior, motivation of travel, or user-generated content. The relationship between Social Media and the desire to travel, but also the manner in which Social Media is used throughout the whole holiday decision-making process are examined. Hence, the paper investigates the impact of Social Media on the travel choices of Romanian Millennial residents, also known as Generation Y, the largest cohort of Internet users, often called digital natives, as they are the first generation born in the Information Age and for whom travel is a way of life. The paper also draws attention to the ways in which travel and tourism businesses could reshape and customize their current marketing strategies in order to gain competitive advantage in the industry.


Full Text:

PDF

References


Abramovich, G. (2018). 15 Mind-Blowing Stats About Digital Trends in Travel and Hospitality. Retrieved June 23, 2018, from https://www.cmo.com/features/articles/2017/5/5/15-mind-blowing-stats-about-digital-trends-in-travel-hospitality-tlp-ddm.html#gs.F0KKiqY.

Ana, M.-I. (2018). Tourism Industry in the New Member States. Key Countries and Destinations. Management & Marketing. Challenges for the Knowledge Society, 13(1), 812-830. doi: 10.2478/mmcks-2018-0007.

Artola, R.M., & Sánchez García, J. (2019). User-Generated Content Sources in Social Media: A New Approach to Explore Tourist Satisfaction. Journal of Travel Research, 58(2), 253-265. doi: 10.1177/0047287517746014.

Berezina, K., Bilgihan, A., Cobanoglu, C., & Okumus, F. (2016). Understanding satisfied and dissatisfied hotel customers: text mining of online hotel reviews. Journal of Hospitality Marketing & Management, 25(1), 1-24. doi: 10.1080/19368623.2015.983631.

Bockhorni, M. (2014). Customer Journey optimieren - Touchpoint-Analyse im Multichannel-Marketing. Retrieved June 23, 2018 from https://www.onlinemarketing-praxis.de/web-controlling/customer-journey-optimieren-touchpoint-analyse-im-multichannel-marketing.

Carter, E. (2017). Social Media, Mobile, and Travel: Like, Tweet, and Share Your Way Across the Globe. Retrieved June 23, 2018 from https://www.webpagefx.com/blog/social-media/social-media-mobile-travel/.

Chaffey, D., Ellis-Chadwick, F., Mayer, R., & Johnston, K. (2009). Internet Marketing: Strategy, Implementation and Practice. Essex, UK: Pearson Education.

Corr, P. (2013). Approach and Avoidance Behaviour: Multiple Systems and their Interactions. Emotion Review, 5(3), 285-290. doi: 10.1177/1754073913477507.

Eastin, M.S. (2010). Handbook of Research on Digital Media and Advertising: User Generated Content Consumption. Hershey, PA: IGI Global.

European Commission (1997). Electronic Commerce: Commission presents framework for future action. Retrieved March 18, 2018 from http://europa.eu/rapid/press-release_IP-97-313_en.htm?locale=en.

Eurostat (2018). Tourism Database. Retrieved March 3, 2019 from https://ec.europa.eu/eurostat/web/tourism/data/database.

Eurostat (2019). Tourism in the EU - Number of Nights Spent in the EU Up by 2% in 2018. Retrieved March 3, 2019 from https://ec.europa.eu/eurostat/documents/2995521/9516057/4-23012019-AP-EN.pdf/336716b1-18e5-4250-a102-3b8102bac792.

Garín-Muñoz, T., & Pérez-Amaral, T. (2011). Internet Usage for Travel and Tourism. Case of Spain. Tourism Economics, 17(5), 1071-1085. doi: 10.2139/ssrn.1571085.

Gretzel, U. (2007). Consumer Generated Content - Trends and Implications for Branding. e-Review of Tourism Research, 4(3), 9-11.

Gurung, D.J., & Goswami, C. (2017). Role of user generated content in destination image formation. International Journal of Tourism and Travel, 10(1), 6-16.

Hecht, B., & Gergle, D. (2010). On the “Localness” of User-Generated Content. In Inkpen, K., & Gutwin, C. (Eds.), Proceedings of the 2010 ACM Conference on Computer Supported Cooperative Work (pp.229-232). Savannah, GA: ACM.

Hsu, C., & Huang, S. (2007). Travel Motivation: A Critical Review of the Concept's Development. In Woodside, A., & Martin, D. (Eds.), Tourism Management: Analysis, Behaviour, and Strategy (pp.14-28). Oxfordshire, UK: CABI.

Hudak, M., & Kianickova, E.M. (2017). The importance of e-mail marketing in e-commerce. Procedia Engineering, 192, 342-347.

Jamaludin, M., Aziz, A., Mariapan, M., & Lim Ain Lin, E. (2017). Trust on Social Media Content Among Travelers. International Journal of Academic Research in Business and Social Sciences, 7(12), 214-221.

Kaplan, A., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons, 53, 59-68. doi: 10.1016/j.bushor.2009.09.003.

Lo, S.T., McKercher, B., Lo, A., Cheung, C., & Law, R. (2011). Tourism and online photography. Tourism Management, 32(4), 725-731. doi: 10.1016/j.tourman.2010.06.001.

Manrai, L.A., & Manrai, A.K. (2011). Hofstede’s Cultural Dimensions and Tourist Behaviors: A Review and Conceptual Framework. Journal of Economics, Finance and Administrative Science, 16(31), 23-48.

Maslow, A. (1943). A theory of human motivation. Psychological Review, 50(4), 370-396. doi: 10.1037/h0054346.

Maslow, A. (1970). Motivation and Personality (2nd edition). New York, NY: Harper & Row.

MDG Advertising (2017). 7 Travel Marketing Trends Worth Exploring in 2017. Retrieved June 23, 2018 from https://www.mdgadvertising.com/marketing-insights/7-travel-marketing-trends-worth-exploring-in-2017/.

Miller, C. (2017). How Instagram Is Changing Travel. Retrieved June 23, 2018 from https://www.nationalgeographic.com/travel/travel-interests/arts-and-culture/how-instagram-is-changing-travel/.

Mkono, M., & Tribe, J. (2017). Beyond reviewing: Uncovering the multiple roles of tourism social media users. Journal of Travel Research, 56(3), 287-298. doi: 10.1177/0047287516636236.

Moens, M.-F., Li, J., & Chua, T.-S. (2014). Mining User Generated Content Social Media and Social Computing. Boca Raton, FL: CRC Press.

Mooradian, T.A. (2012). Strategic Marketing. New York, NY: Pearson Education.

Nicolescu, L., & Ana, M.-I. (2018). The Effects of European Integration in the Tourism Industry: Consequences of the Last Accession Waves. In Dima, A. (Ed.), Doing Business in Europe: Economic Integration Processes, Policies, and the Business Environment (pp.271-294). Bucharest: Economica. doi: 10.1007/978-3-319-72239-9_13

Pearce, P. (1982). The Social Psychology of Tourist Behaviour. Oxford, UK: Pergamon Press.

Rushton, A., & Kennell, S. (2015). User-generated content (UGC) in pleasure travel decision-making. In O'Malley, L. (Ed.), Academy of Marketing Conference: The Magic in Marketing (pp.77-92). Helensburgh, Argyl: Academy of Marketing.

Salem, T., & Twining-Ward, L. (2018). The Voice of travelers: leveraging user-generated content for tourism development. Washington, DC: World Bank.

Schwarzl, S., & Grabowska, M. (2015). Online marketing strategies: the future is here. Journal of International Studies, 8(2), 187-196. doi: 10.14254/2071-8330.2015/8-2/16.

Šimková, E., & Holzner, J. (2014). Motivation of Tourism Participants. Procedia - Social and Behavioral Sciences, 159, 660-664.

Ukpabi, D.C., & Karjaluoto, H. (2018). What drives travelers' adoption of user-generated content? A literature review. Tourism Management Perspectives, 28, 251-273. doi: 10.1016/j.tmp.2018.03.006.

World Tourism Organization (2001). E-Business for Tourism - Practical Guidelines for Destinations and Businesses. Madrid, Spain: World Tourism Organization.

World Tourism Organization (2016). Methodological Notes to the Tourism Statistics Database. Retrieved from http://cf.cdn.unwto.org/sites/all/files/pdf/methodological_notes_2016_en.pdf.

World Tourism Organization (2018). UNWTO Tourism Highlights. Madrid, Spain: UNWTO.


Refbacks

  • There are currently no refbacks.


Copyright (c) 2019 Management Dynamics in the Knowledge Economy

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

© Faculty of Management (SNSPA)

Creative Commons License
This work is licensed under CC BY-NC

The opinions expressed in the papers published are the authors’ own and do not necessarily express the views of the editors of this journal. The authors assume all responsibility for the ideas expressed in the materials published.

ISSN 2392-8042 (online)