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