The impact of Social Media Marketing on the Travel Intention of Z Travelers

ABSTRACT

The Covid-19 pandemic has dramatically affected the tourism industry's development;however, the demand for traveling increases in the young people, significantly, the Generation Z, who was born in 1996. A bright outlook awaits the tourism industry in the post-Covid-19 period. The study aims to determine the relationship between the economic perspective, social perspective, user-generated content trust, and inbound travel intention of Generation Z travelers. The mixed-method research was done to archive the research objectives. The research results pointed out that there were positive impacts of economic and social perspectives on user-generated content trust;moreover, user-generated content trust positively affected the inbound travel intention. Some managerial implications were proposed for the tourism business managers to increase their business performance.