The influence of social media on the overseas travel choices of Generation Y.
Cardiff Metropolitan University
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This dissertation investigated the influence of social media on the overseas travel choices of Generation Y. The aim was to determine if Generation Y make their travel choices specifically to post on social media. The author researched the use of social media throughout the holiday decision process, examining how social media is used before, after and during the trip. The researcher also examined the trust of shared content from other users online, and if this influences their decision. A literature review was undertaken, the researcher used secondary research to explore and critically review the existing literature on the topic. Recent theory revealed that Generation Y are often making their overseas decisions based on how it would look on social media. The author then adopted a mixed method approach to gather primary data. To achieve this, internet-based questionnaires and focus group was obtained. The findings showed that Generation Y use social media a considerable amount. They often take the time to upload and get photo opportunities when traveling as they want experiences to share. Findings also showed that social media creates the inspiration for travel, however word of mouth is the most trustworthy source when gathering information. Generation Y are aware of users editing their photographs to impress others, as they do themselves. The research also highlighted opportunities for tourism and hospitality businesses to alter their marketing strategies for the future.
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