Exploring the generational influence on social media-based tourist decision-making in India

IF 2.1 Q2 INFORMATION SCIENCE & LIBRARY SCIENCE
Shruti Gulati
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引用次数: 1

Abstract

Purpose This study aims to explore how social media affects decision-making among tourists and whether there is a potential effect of age, which is studied through generations. For this purpose, baby boomers, Gen X, Gen Y and Gen Z tourists are studied and real-time implications are offered. Design/methodology/approach The study adopts a descriptive and exploratory design where the conceptual model of social media-based decision-making is developed through a review of the literature. Quantitative analysis is conducted on primary data from 600 Indian tourists. This is done using a self-administered questionnaire adopted from Gulati (2022) after checking its validity and reliability. The statistical analysis for hypothesis testing is done using PLS-SEM path modelling on pooled data. To study the categorical moderating effect of generations, partial least squares multigroup analysis (PLS-MGA) is performed as a paired comparison on every successive generation. Findings After testing every successive younger generation with an older generation through PLS-MGA, none of the pairs found any significant differences in path coefficients, as the values obtained were 0.05 < p < 0.95 for all five paths (SM → NR, SM → IS, SM → E, SM → P, SM → PPB). This indicates all the generations behave in a similar manner irrespective of them being older or younger, and age does not moderate social media’s impact on decision-making among Indian tourists. Research limitations/implications The study establishes India as a unique geographical market and suggests tourism marketers to treat all generations at par, irrespective of age, as they behave and interact with social media in a similar manner. But, because this study is restricted to a single geographical location, i.e. India, further regions can be explored for global generalisation. Future research can also explore other demographics for combined, moderated analysis. Findings from the study suggest that marketers should ensure that equal attention is given to all generations as they engage with social media in a similar manner. Targeted marketing using artificial intelligence can help in ensuring custom ads. Personalisation according to generations can also facilitate greater purchases. Originality/value The study fills a major population and knowledge gap by exploring a topic that has been highly under-researched. Also, the study adopts an inclusive approach by analysing all the generations, both younger and older, to understand the potential effect of age on moderating the impact that social media has on tourist decision-making. Further, real-time suggestions and implications are offered to tourism marketers with special reference to the Indian tourism industry.
探索代际对印度基于社交媒体的旅游决策的影响
本研究旨在探讨社交媒体如何影响游客的决策,以及是否存在年龄的潜在影响,并通过代际研究。为此,研究人员对婴儿潮一代、X一代、Y一代和Z一代游客进行了研究,并提供了实时影响。设计/方法/途径本研究采用描述性和探索性设计,通过对文献的回顾,开发出基于社交媒体的决策概念模型。对600名印度游客的原始数据进行了定量分析。本研究采用了古拉提(Gulati, 2022)的自我管理问卷,并对其进行了效度和信度检验。假设检验的统计分析是使用PLS-SEM路径模型对合并数据进行的。为了研究世代的分类调节效应,偏最小二乘多组分析(PLS-MGA)作为每一代的配对比较进行。结果:通过PLS-MGA对每一代年轻代与老一代进行连续检验,得到的5条路径(SM→NR、SM→IS、SM→E、SM→p、SM→PPB)通径系数均为0.05 < p < 0.95,无显著差异。这表明,无论年龄大小,所有几代人的行为方式都是相似的,年龄并不能缓和社交媒体对印度游客决策的影响。研究局限/启示该研究将印度确立为一个独特的地理市场,并建议旅游营销人员平等对待所有年龄段的人,无论他们年龄大小,因为他们的行为和与社交媒体的互动方式相似。但是,由于这项研究仅限于一个单一的地理位置,即印度,因此可以探索进一步的区域以进行全球推广。未来的研究还可以探索其他人口统计数据,进行综合、适度的分析。研究结果表明,营销人员应该确保以类似的方式对所有年龄段的人给予同等的关注。使用人工智能的定向营销可以帮助确保定制广告。根据世代进行个性化也可以促进更多的购买。独创性/价值这项研究通过探索一个研究不足的话题,填补了一个主要的人口和知识空白。此外,该研究采用了一种包容性的方法,通过分析所有代人,包括年轻人和老年人,来了解年龄对缓和社交媒体对游客决策的影响的潜在影响。此外,本文还针对印度旅游业为旅游营销人员提供了实时的建议和启示。
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来源期刊
Information Discovery and Delivery
Information Discovery and Delivery INFORMATION SCIENCE & LIBRARY SCIENCE-
CiteScore
5.40
自引率
4.80%
发文量
21
期刊介绍: Information Discovery and Delivery covers information discovery and access for digital information researchers. This includes educators, knowledge professionals in education and cultural organisations, knowledge managers in media, health care and government, as well as librarians. The journal publishes research and practice which explores the digital information supply chain ie transport, flows, tracking, exchange and sharing, including within and between libraries. It is also interested in digital information capture, packaging and storage by ‘collectors’ of all kinds. Information is widely defined, including but not limited to: Records, Documents, Learning objects, Visual and sound files, Data and metadata and , User-generated content.
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