The role of social media in shaping Gen Z’s travel decisions

Phuong Thao Phamová

Bakalářská práce

Anotace:

This bachelor thesis examines the role of social media in shaping the travel decision-making process of Generation Z. Specifically, it aims to identify which social media platforms and types of travel-related content most strongly influence destination inspiration, travel planning behavior, and final travel choices among young travelers. The thesis is structured into three main parts: theoretical, analytical, and findings. The theoretical part outlines the key characteristics of Generation Z as digital consumers and explores the role of major social media platforms such as Instagram, TikTok, and YouTube in the context of tourism. It also discusses different types of travel-related content, including short-form videos, influencer-generated content, and user-generated content, as well as their role in the travel decision-making process. The analytical part adopts a mixed-methods approach, combining an online survey and semi-structured interviews with members of Generation Z. The survey provides an overview of general trends in platform usage and content influence, while the interviews offer deeper insights into individual perceptions and decision-making behavior. The findings indicate that social media plays a significant role across all stages of the travel decision-making process, from initial inspiration to final decision-making. Visually engaging content, particularly short-form videos, appears to be especially influential in the early stages, while user-generated content and online reviews are perceived as more credible when evaluating destinations. At the same time, the results suggest that Generation Z users do not rely on social media uncritically, but tend to verify information through multiple sources before making final decisions. Overall, the thesis highlights the importance of visual appeal, authenticity, and trust in shaping travel preferences and behavior among Generation Z in the context of digital tourism.

Abstract:

This bachelor thesis examines the role of social media in shaping the travel decision-making process of Generation Z. Specifically, it aims to identify which social media platforms and types of travel-related content most strongly influence destination inspiration, travel planning behavior, and final travel choices among young travelers. The thesis is structured into three main parts: theoretical, analytical, and findings. The theoretical part outlines the key characteristics of Generation Z as digital consumers and explores the role of major social media platforms such as Instagram, TikTok, and YouTube in the context of tourism. It also discusses different types of travel-related content, including short-form videos, influencer-generated content, and user-generated content, as well as their role in the travel decision-making process. The analytical part adopts a mixed-methods approach, combining an online survey and semi-structured interviews with members of Generation Z. The survey provides an overview of general trends in platform usage and content influence, while the interviews offer deeper insights into individual perceptions and decision-making behavior. The findings indicate that social media plays a significant role across all stages of the travel decision-making process, from initial inspiration to final decision-making. Visually engaging content, particularly short-form videos, appears to be especially influential in the early stages, while user-generated content and online reviews are perceived as more credible when evaluating destinations. At the same time, the results suggest that Generation Z users do not rely on social media uncritically, but tend to verify information through multiple sources before making final decisions. Overall, the thesis highlights the importance of visual appeal, authenticity, and trust in shaping travel preferences and behavior among Generation Z in the context of digital tourism.

Keywords

Generation Z, social media, travel decision-making, influencer marketing, user-generated content, destination image, digital tourism marketing.

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 5. 8. 2026

Obhajoba závěrečné práce

• Obhajoba proběhla 15. 9. 2026
• Vedoucí: PhDr. Vladimíra Hladíková, Ph.D.
• Oponent: Ing. Zuzana Kvítková, Ph.D.

Ambis Univerzita

AMBIS University

Bakalářský studijní program / obor:
Hospitality Management / Hospitality Management