THE SUCCESS SOCIAL MEDIA HAS AS A MARKETING TOOL AND HOW THIS MOTIVATES MILLENNIALS TO TRAVEL ABROAD.
Cardiff Metropolitan University
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This dissertation investigates how social media influences millennial’s to travel abroad. The aim was to determine the success social media has as a marketing tool and how this motivates millennial’s to travel abroad. The researcher has discussed marketing and how it is used within businesses. The author touches upon consumer behaviour to understand how people make decisions, in regard to the millennial generation, word of mouth seemed the most influential when making travel choices. A variety of marketing methods are mentioned and critically analysed to clarify the reasons behind their purpose. The author explores how tourism and travel habits have changed along with the development of social media. Throughout the dissertation UGC and the effects it can have on businesses and consumers has been explored. The researcher used a mixed methods approach by conducting 75 questionnaires on millennial’s and interviewing three reputable travel agents. The findings showed the millennial generation are motivated by social media, although there is no strong correlation that they are reliant on social media for making travel decisions, although it has made information searching easier. The findings revealed travel agents believed UGC and reviews had enhanced their business despite the unmanageable nature of individual’s comments. The researcher made recommendations as to how travel agents can alter their marketing strategies in future.
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