Gen Zers’ Travel-Related Experiential Consumption on Social Media: Integrative Perspective of Uses and Gratification Theory and Theory of Reasoned Action

Abstract

The purpose of this study is to examine social media influences on travel destination decision behavior among Gen Zers in an integrative theoretical framework of Uses and Gratification Theory and Theory of Reasoned Action. To achieve this goal, this study attempted to answer the following three questions: 1) What motivations drive Gen Zers to plan travel via social media? 2) How are their attitudes toward travel destination content shaped via social media? and 3) What behavioral intentions related to travel destinations are expected on social media? Overall, the proposed integrated model of UGT and TRA achieved a theoretical efficacy to elucidate Gen Zers’ sequenced travel-related experiential consumption behaviors on social media. The findings suggest that escapism needs for self-expansion rather than self-suppression, vicarious-pleasure needs, and information-seeking needs motivate Gen Zers to use social media and form their attitudes toward travel-destination-related content. Moreover, the attitudes formed by that content positively regulates the following behavioral intentions: content-sharing behavior (posting and reposting content), social media following behavior, and tour program purchase. The theoretical and managerial implications are discussed.