Understanding tourist behaviour of millennials: the effect of social media


Göktepe S., Öğretmenoğlu M.

in: Handbook on Tourism and Behaviour Change, Professor Haywantee Ramkissoon, Editor, Edward Elgar , Massachusetts, pp.110-121, 2023

  • Publication Type: Book Chapter / Chapter Research Book
  • Publication Date: 2023
  • Publisher: Edward Elgar 
  • City: Massachusetts
  • Page Numbers: pp.110-121
  • Editors: Professor Haywantee Ramkissoon, Editor
  • Istanbul University Affiliated: Yes

Abstract

Millennials, in other words, generation Y, are a rapidly growing tourism market segment in the world. The fact that they were born and raised in the digital era, the most important feature of this group is that they use technology splendidly. This cohort spryly participates, searches, shares, and consumes content on social media. They can also be influenced by the content and experiences shared by others on this platform. Millennials, who constitute a significant portion of the labour force of the world, will continue to have a large contribution to future tourism travels. Thus, it’s important to determine the impact of social media in terms of the tourist behaviour of millennials. This book chapter evaluates the impact of social media on the tourist behaviour of millennials and suggests implications for behaviour change to promote a more sustainable tourism industry.