Abstract
This article discusses the use of social media by different generations in destination marketing from a sustainable tourism perspective. In the light of the global COVID-19 pandemic, intensive marketing efforts and strategies to bring back sustainable tourism will soon become important. Social media (SM) can significantly support the promotion of destinations by guaranteeing an appropriate number and type of tourists. The article examines the frequency of using social media by different generations and the scope of their use in planning a tourist trip. The research was conducted in Poland on a sample of 397 respondents representing the group of Baby Boomers (BB), as well as Generations X, Y, and Z. The results of the research showed that the frequency of using SM decreases with age. The differences between the generations are visible in such behaviours as using SM to check opinions about tourist places, recommending a holiday with positive opinions and comments in SM, as well as resigning from a holiday based on negative opinions and comments.
Highlights
In order to implement activities in the area of sustainable tourism, it is essential to ensure socio-economic benefits to all stakeholders. This includes stable employment and earning opportunities, as well as social services for host communities and contributing to poverty reduction [15]. This is a big challenge for the tourism industry, to ensure—on the one hand—the greatest possible tourist offer for customers, bearing in mind their diverse expectations and needs, and to encourage them to change their behaviour in favour of sustainable development through conveying messages to them [15]
Social media, as an effective information channel, should be monitored on an ongoing basis and used even more by marketers in order to effectively reach potential recipients with their promotions. It should be noted what an important role in the process of sustainable return to tourism is played by social media, which is used by an increasing amount of the population
The Frequency of Using Social Media Depending on the Generations
Summary
In the presented article, the main goal is to identify the activity, behaviour, and preferences of various generations in social media when travel (holidays) planning. Pursuing this goal will allow the development of new marketing strategies for the use of social media in the sustainable recovery of tourism.
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