Understanding Asian Millennial Behavior In Using Social Media When Traveling

Purpose–The purpose of this paper is to understand the Asian millennial behavior regarding the use of social media when they are traveling based on a systematic literature review, and to suggest strategies for tourism business in dealing with the millennial generation, which differs from the previous segment. Design/method/approach- A volume of 25 peer-reviewed journal articles were collected from two major databases. The current study was designed using content analysis to explore the millennial behavior in pre, during, and post-travel.Finding-The characteristics of millennials using their social media drive some behavior based on before, during, and post-travel. These behaviors are re-shaping the tourism and hospitality industries. Originality/value-The study provides a new understanding of millennial travelers, their characteristics, and travel behaviors in the realm of social media.