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Personal values and travel social media use among Generation Z

Tung-Zong (Donald) Chang (Department of Marketing, Metropolitan State University of Denver, Denver, Colorado, USA)
Weng Hang Kong (School of Tourism Management, Macao Institute for Tourism Studies, Macao SAR, China)
Angelica Bahl (Department of Marketing, Metropolitan State University of Denver, Denver, Colorado, USA)

Consumer Behavior in Tourism and Hospitality

ISSN: 2752-6666

Article publication date: 27 January 2023

Issue publication date: 8 February 2023

1859

Abstract

Purpose

The purpose of this study is to examine how one's social media use during travel, to connect and/or to update, is related to selected personal values among Generation Z. Hypotheses are proposed based on how values are related to two common dimensions: openness-to-change and self-enhancement.

Design/methodology/approach

A survey was conducted using existing and self-developed scales with 177 college students, a group of Chinese Gen Zers, at a public higher education institution in Macao, China.

Findings

Results show that community values and materialistic values have a significant influence on social media use, whereas family values do not. Between two distinctive social media uses, consumers with a stronger materialistic value are more likely to use social media to update. Subjects with a stronger community value are more likely to use social media to connect.

Originality/value

The study scrutinizes how mobile social media may be used in travel among Generation Z, who grew up with mobile devices and social media while forming personal values under the influence of families, communities and external environments. Travel destinations and services could streamline social media marketing efforts at those personal values that are relevant to their target markets. The results offer practical applications and directions for future research.

Keywords

Citation

Chang, T.-Z.(D)., Kong, W.H. and Bahl, A. (2023), "Personal values and travel social media use among Generation Z", Consumer Behavior in Tourism and Hospitality, Vol. 18 No. 1, pp. 49-65. https://doi.org/10.1108/CBTH-11-2021-0263

Publisher

:

Emerald Publishing Limited

Copyright © 2023, Emerald Publishing Limited

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