The Influence of Social Media on Millennial Generation about Travel Decision-Making

IF 0.3 Q4 COMMUNICATION

Jurnal The Messenger Pub Date : 2021-12-31 DOI:10.26623/themessenger.v13i3.2328

Oktavia Nur’afifah, Edy Prihantoro

{"title":"The Influence of Social Media on Millennial Generation about Travel Decision-Making","authors":"Oktavia Nur’afifah, Edy Prihantoro","doi":"10.26623/themessenger.v13i3.2328","DOIUrl":null,"url":null,"abstract":"The presence of the millennial generation in the world of tourism has different characteristics from the previous generation. They are not interested in commercial advertising but prefer a User-Generated Content (UGC) approach and influence in their social environment. The purpose of this research is to determine the influence of social and UGC on Instagram on millennial generation travel decision-making. Instagram was chosen because 67% of travelers use Instagram for travel inspiration before booking a trip and after a trip is booked, and continue to use it for future trips. The sample of this study was 384 millennial respondents in the Greater Jakarta area because it had the demographic bonus and the most productive age. The results show that UGC on Instagram is highly trusted as a media for millennial tourism decision-making because it is authentic and reliable. This research also succeeded in answering the phenomenon which states that the millennial generation can change the tourism industry. This finding is useful for destination managers and the government in their efforts to increase the promotion of tourist destinations to the millennial generation with the Instagram user-generated content approach.","PeriodicalId":41738,"journal":{"name":"Jurnal The Messenger","volume":" ","pages":""},"PeriodicalIF":0.3000,"publicationDate":"2021-12-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"6","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Jurnal The Messenger","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.26623/themessenger.v13i3.2328","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q4","JCRName":"COMMUNICATION","Score":null,"Total":0}

引用次数: 6

Abstract

The presence of the millennial generation in the world of tourism has different characteristics from the previous generation. They are not interested in commercial advertising but prefer a User-Generated Content (UGC) approach and influence in their social environment. The purpose of this research is to determine the influence of social and UGC on Instagram on millennial generation travel decision-making. Instagram was chosen because 67% of travelers use Instagram for travel inspiration before booking a trip and after a trip is booked, and continue to use it for future trips. The sample of this study was 384 millennial respondents in the Greater Jakarta area because it had the demographic bonus and the most productive age. The results show that UGC on Instagram is highly trusted as a media for millennial tourism decision-making because it is authentic and reliable. This research also succeeded in answering the phenomenon which states that the millennial generation can change the tourism industry. This finding is useful for destination managers and the government in their efforts to increase the promotion of tourist destinations to the millennial generation with the Instagram user-generated content approach.

查看原文本刊更多论文

社交媒体对千禧一代旅游决策的影响

千禧一代在旅游界的存在与上一代有着不同的特点。他们对商业广告不感兴趣，但更喜欢用户生成内容（UGC）的方法和在其社会环境中的影响力。本研究的目的是确定Instagram上的社交和UGC对千禧一代旅行决策的影响。之所以选择Instagram，是因为67%的旅行者在预订旅行之前和预订旅行之后都会使用Instagram来获得旅行灵感，并在未来的旅行中继续使用它。这项研究的样本是大雅加达地区的384名千禧一代受访者，因为该地区拥有人口红利和最具生产力的年龄。研究结果表明，Instagram上的UGC作为千禧一代旅游决策的媒体受到高度信任，因为它真实可靠。这项研究也成功地回答了千禧一代可以改变旅游业的现象。这一发现有助于目的地管理者和政府通过Instagram用户生成的内容方法，加大对千禧一代旅游目的地的宣传力度。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

求助全文

约1分钟内获得全文求助全文

来源期刊

Jurnal The Messenger COMMUNICATION-

自引率

0.00%

发文量