RESEARCH ON THE INFLUENCE OF INSTAGRAM SOCIAL NETWORK TO DECISION OF CHOOSING A TRAVEL DESTINATION OF GENERATION Z

Abstract

The purpose of this paper is to explore the role of the social media platform Instagram in the process of choosing travel destinations, with a particular focus on Generation Z. This is achieved by evaluating the influence of factors such as information reliability, attitude, and Instagram usage habits on the decision-making process for travel destinations through two mediating variables: social escapism motivation and seeking pleasure. The research sample comprises 407 observations, primarily targeting individuals from the Generation Z age group, mainly between 18 and 25 years old. Partial Least Squares Structural Equation Modeling (PLS-SEM) and bootstrapping in SmartPLS 4 software were employed for data analysis, allowing for valuable insights and conclusions based on the calculated indices. The study's results highlight the significant role played by Instagram in influencing the travel destination decisions of Generation Z users. Notably, using Instagram for seeking pleasure is identified as a crucial factor, and Instagram also stimulates social escapism motivation. This paper contributes to expanding the theoretical framework concerning a better understanding of how Generation Z utilizes social media in their travel decision-making process. This article is also worth referencing for travel businesses when choosing Instagram to understand the wants and needs of visitors, as well as promote brands and products and services.