Home⇛SARIRIT: The University Research Journal (formerly QSU Research Journal)⇛vol. 13 no. 1 (2024)

Influence Of Social Media Marketing On The Destination Preferences Of Gen Z At Quirino State University

Lady Ann Obina | Lealyn Obina | Kristine Bernadette Apolonio

Discipline: social sciences (non-specific)

 

Abstract:

Social media has transformed travel trends. It has become the primary sources of travel inspiration and information, to discover destinations, plan trips, and access real-time advice, surpassing traditional guidebooks and travel agents. To determine how social media marketing affects Gen Z travelers' destination preferences, the study used a descriptive survey method through an online survey questionnaire. It involved 255 respondents composed of hospitality and tourism management students of the university. The findings revealed that the majority of the respondents were female, single, and aged 20 to 21. The respondents' highest preferences were highlighted statements in Water Tourism and Agritourism that sought universal agreement. This demonstrated that all four forms of tourism activities had a significant impact on the preferences of students at Quirino State University. There were considerable disparities in respondents' degree of preference for selecting tourism destinations through social media for ecotourism, water tourism, heritage tourism, and agritourism based on their demographic characteristics. Furthermore, there were significant differences in the activities regarding the respondents' degree of preference in selecting tourism destinations along Ecotourism when grouped by sex and year level, Water Tourism and Agri-Tourism when grouped by sex and age, and Heritage Tourism when grouped by year level. This means that their profile has resulted in variations and disparities in how they agreed to claims



References:

  1. Adruce, S. A. Z., Ting, H., Hong, P. C., Tze-Yin, L., & Kichin, S. (2021). Visit, revisit, or stay longer? A case of emerging tourism destination. Asian Journal of Business Research, 11(2).
  2. Agrikolianskaia, K. (2023). Investigating effective ways to engage the younger generation through events (Bachelor’s thesis, Jamk University of Applied Sciences). Theseus.fi Repository.
  3. https://www.theseus.fi/bitstream/handle/10024/817056/Agrikolianskaia_Kseniia.pdf?sequence=2
  4. Arita, S. B. (2021). Expanding the knowledge of agritourism benefits: Innovative approaches to strengthening local food systems (Doctoral dissertation, North Carolina State University). ProQuest Dissertations Publishing. https://www.proquest.com/openview/9a09aa234276961506972f11b2f3965f/1?pq-origsite=gscholar&cbl=18750&diss=y
  5. Balogun, K. B., & Ajagunna, A. E. (2023). Exploring the Influence of Demographic Factors on Perceptions of Festival Tourism in Ilara-Mokin, Nigeria: A Social Exchange Analysis. Journal of Tourismology, 9(2), 169-179. https://doi.org/10.26650/jot.2023.9.2.1297439
  6. Bhuwakietkumjohna, S., & Mechinda, P. (2024). Guidelines for the development of agritourism marketing. RMUTT Global Business Accounting and Finance Review, 8(2), 58-84. http://dx.doi.org/10.60101/gbafr.2024.277371
  7. Britwum, K., & Demont, M. (2022). Food security and the cultural heritage missing link. Global Food Security, 35, 100660. https://doi.org/10.1016/j.gfs.2022.100660
  8. Campón-Cerro, A. M., Di-Clemente, E., Hernández-Mogollón, J. M., & Folgado-Fernández, J. A. (2020). Healthy water-based tourism experiences: Their contribution to quality of life, satisfaction and loyalty. International journal of environmental research and public health, 17(6), 1961. https://doi.org/10.3390/ijerph17061961
  9. Chang, C. W., & Chang, S. H. (2023). The impact of digital disruption: Influences of digital media and social networks on forming digital natives’ attitude. Sage Open, 13(3). https://doi.org/10.1177/21582440231191741
  10. Chong, J. Y., Goh, J., Tan, M. Q., & Teo, K. P. (2023). Factors influencing tourist’s intention to travel for food-related tourism in Penang, Malaysia (Undergraduate thesis, Universiti Tunku Abdul Rahman). UTAR Institutional Repository. http://eprints.utar.edu.my/6051/1/fyp_BA_2023_CJY.pdf
  11. Collins, L., Hill-Sullins, N., Ellis, J., & Cozma, R. (2024). Exploring the determinants of agritourism business owners’ expansion intention. Journal of Applied Communications, 108(3), Article 4. https://newprairiepress.org/jac/vol108/iss3/4/
  12. Dimitriou, C. K., & AbouElgheit, E. (2019). Understanding generation Z’s travel social decision-making. Tourism and hospitality management, 25(2), 311-334. https://doi.org/10.20867/thm.25.2.4
  13. Dimock, M. (2019, January 17). Defining generations: Where Millennials end and Generation Z begins. Pew Research Center. https://www.pewresearch.org/short-reads/2019/01/17/where-millennials-end-and-generation-z-begins/
  14. Faguet, M. (2023). Why understanding Gen Z is so important for travel marketers. Mindshare Media Ltd. https://www.mindshareworld.com/news/why-understanding-gen-z-is-so-important-for-travel-marketers
  15. Folgado-Fernández, J. A., Campón-Cerro, A. M., & Hernández-Mogollón, J. M. (2019). Potential of olive oil tourism in promoting local quality food products: A case study of the region of Extremadura, Spain. Heliyon, 5(10), e02653. https://doi.org/10.1016/j.heliyon.2019.e02653
  16. Gálicz, I. V., Bujdosó, Z., Szabó, L., & Dávid, L. D. (2024). Examination of the position of cruise shipping in the post-season period at Lake Balaton. Journal of Infrastructure, Policy and Development, 8(5), 3266. https://doi.org/10.24294/jipd.v8i5.3266
  17. Garwi, J. (2025). Exploring the ethical dimensions of sustainable agritourism in Central Angola: Unveiling the role of local actors in fostering economic growth and environmental conservation. In Agritourism in Africa (pp. 96–118). Routledge. https://doi.org/10.4324/9781032696188-6
  18. Georgoula, V., Chrisidou, D., & Souki, S. D. (2021). Visitor motivations and barriers for sustainable music festival tourism: The case of street mode & reworks festivals. Journal of Tourism and Hospitality Management, 9(1), 14-25. DOI: 10.17265/2328-2169/2021.01.002
  19. Gregana, M. J. V., & Ylagan, A. D. (2024). Tourist gastronomic engagement: Assessing travel motivation, food experiences, and post-visit outcomes in Central Luzon’s culinary destinations. International Journal of Research Studies in Management, 12(10), 99-124.
  20. Hanafiah, M. H., Jamaluddin, M. R., & Zulkifly, M. I. (2013). Local community attitude and support towards tourism development in Tioman Island, Malaysia. Procedia-Social and Behavioral Sciences, 105(3), 792-800. http://dx.doi.org/10.1016/j.sbspro.2013.11.082
  21. Hollas, C. R., Chase, L., Conner, D., Dickes, L., Lamie, R. D., Schmidt, C., ... & Quella, L. (2021). Factors related to profitability of agritourism in the United States: Results from a national survey of operators. Sustainability, 13(23), 13334. https://doi.org/10.3390/su132313334
  22. Huddart, D. (2019). Recreational scuba diving and snorkelling. In Outdoor recreation (pp. 361-394). Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-319-97758-4_14
  23. Jorge-Acain, L. R. (2022). Power of Social Media Usage Over Travelers’ Choice of Tourist Destination. Humanities and Social Science Research, 5(2), p33-p33. https://doi.org/10.30560/hssr.v5n2p33
  24. Karatsoli, M., & Nathanail, E. (2021). Social influence and impact of social media on users’ mobility decisions. Journal of Sustainable Development of Transport and Logistics, 6(1), 32-48. https://doi.org/10.14254/jsdtl.2021.6-1.3
  25. Katsande, C., Chigora, F., Mutipforo, G., & Marime, S. (2024). Redefining social media through agritourism business marketing. In Agritourism for sustainable development: Reflections from emerging African economies (pp. 47–61). CABI. https://doi.org/10.1079/9781800623705.0004
  26. Kaur, H., & Kumar, R. (2020). A survey on Internet of Things (IoT): Layer-specific, domain-specific and industry-defined architectures. In X. Z. Gao, S. Tiwari, M. Trivedi, & K. Mishra (Eds.), Advances in Computational Intelligence and Communication Technology (pp. 265–275). Springer Singapore.
  27. Kimilli, G. (2023). The impact of Instagram travel influencers on Gen Z’s tourism consumption (Doctoral dissertation, Université catholique de Louvain, Louvain School of Management). Université catholique de Louvain.
  28. Kumar, S., & Shekhar. (2020). Technology and innovation: Changing concept of rural tourism–A systematic review. Open Geosciences, 12(1), 737-752. https://doi.org/10.1515/geo-2020-0183
  29. Lee, C. F. (2020). Understanding the factors determining the attractiveness of camping tourism: A hierarchical approach. Tourism Planning & Development, 17(5), 556-572. https://doi.org/10.1080/21568316.2020.1758761
  30. Lim, X. J., Radzol, A. M., Cheah, J., & Wong, M. W. (2017). The impact of social media influencers on purchase intention and the mediation effect of customer attitude. Asian journal of business research, 7(2), 19-36. http://dx.doi.org/10.14707/ajbr.170035
  31. Lou, C., & Yuan, S. (2019). Influencer marketing: How message value and credibility affect consumer trust of branded content on social media. Journal of interactive advertising, 19(1), 58-73. https://doi.org/10.1080/15252019.2018.1533501
  32. Meola, A. (2021, July 29). Generation Z news: Latest characteristics, research, and facts. Insider Intelligence. https://www.insiderintelligence.com/insights/generation-z-facts/
  33. Miller, K., Settle, Q., King, A. E., & Kisling, B. (2023). How agritourism operators make marketing and promotion decisions. Journal of Human Sciences and Extension, 11(1), 5. https://doi.org/10.55533/2325-5226.1377
  34. Moran, G., Muzellec, L., & Johnson, D. (2020). Message content features and social media engagement: evidence from the media industry. Journal of Product & Brand Management, 29(5), 533-545. https://doi.org/10.1108/JPBM-09-2018-2014
  35. Moyle, B. D., Weiler, B., & Croy, G. (2013). Visitors’ perceptions of tourism impacts: Bruny and Magnetic Islands, Australia. Journal of Travel Research, 52(3), 392-406. https://doi.org/10.1177/0047287512467702
  36. Nourbakhsh, T. A. (2008). A qualitative exploration of female surfers: Recreation specialization, motivations, and perspectives (Master’s thesis, California Polytechnic State University). ProQuest Dissertations Publishing. https://www.proquest.com/openview/4d502f56ef384139ae8514bb1be7a53a/1?pq-origsite=gscholar&cbl=18750&diss=y
  37. Orams, M. B. (2021). Exploring the expression of the masculine in adventure activities: A personal reflection. In B. A. Porter, H. A. Schänzel, & J. Cheer (Eds.), Masculinities in the field: Tourism and transdisciplinary research (pp. 46–55). Channel View Publications.
  38. Ozdemir-Guzel, S., & Bas, Y. (2021). Gen Z tourists and smart devices. In N. Stylos, R. Rahimi, B. Okumus, & S. Williams (Eds.), Generation Z marketing and management in tourism and hospitality (pp. 141–165). Palgrave Macmillan. https://doi.org/10.1007/978-3-030-70695-1_6
  39. Patterson, I., Sie, L., Balderas-Cejudo, A., & Rivera-Hernaez, O. (2017). Changing trends in the baby boomer travel market: importance of memorable experiences. Journal of Hospitality Marketing & Management, 26(4), 347-360. https://doi.org/10.1080/19368623.2017.1255162
  40. Priatmoko, S., Kabil, M., Purwoko, Y., & Dávid, L. D. (2021). Rethinking sustainable community-based tourism: a villager’s point of view and case study in Pampang Village, Indonesia. Sustainability, 13(6), 3245. https://doi.org/10.3390/su13063245
  41. Ramgade, A., & Kumar, A. (2021). Changing trends of hospitality industry: Emergence of millennials and Gen Z as future customers and their influence on the hospitality industry. Vidyabharati International Interdisciplinary Research Journal, 12(1), 336–342. https://hmct.dypvp.edu.in/Documents/research-papers-publication/Research-Papers/12.pdf
  42. Rosa, C. D., Larson, L. R., Collado, S., Cloutier, S., & Profice, C. C. (2023). Gender differences in connection to nature, outdoor preferences, and nature-based recreation among college students in Brazil and the United States. Leisure Sciences, 45(2), 135-155. https://doi.org/10.1080/01490400.2020.1800538
  43. Simonetti, A., & Bigne, E. (2022). How visual attention to social media cues impacts visit intention and liking expectation for restaurants. International Journal of Contemporary Hospitality Management, 34(6), 2049-2070. https://doi.org/10.1108/IJCHM-09-2021-1091
  44. Su, M. M., Wang, M., Wall, G., Liu, Z., Dong, H., & Zhang, M. (2024). Gender equality in a Chinese rural tourism destination: Perspectives of females and males. Journal of Sustainable Tourism, 1–21. https://doi.org/10.1080/09669582.2024.2371498
  45. Torres, A., Jacobo, A. N., Sapida, C. Y., & Sy, R. A. (2024). Cultivating agritourism destinations in Silang, Cavite: Factors affecting tourists’ decision-making. Journal of Higher Education Research Disciplines, 9(1), 73–91. https://www.nmsc.edu.ph/ojs/index.php/jherd/article/view/233
  46. Visser, K. (2019, July 9). Gen Z prioritise travel over material possessions. Click. Magazine (Booking.com for Partners). https://partner.booking.com/en-us/click-magazine/bookingcom-news/gen-z-prioritise-travel-over-material-possessions
  47. Wu, G. M., Chen, S. R., & Xu, Y. H. (2023). Generativity and inheritance: Understanding Generation Z’s intention to participate in cultural heritage tourism. Journal of Heritage Tourism, 18(4), 465-482. https://doi.org/10.1080/1743873X.2023.2178927
  48. Yu, Q., Pickering, S., Geng, R., & Yen, D. A. (2021). Thanks for the memories: Exploring city tourism experiences via social media reviews. Tourism Management Perspectives, 40, 100851. https://doi.org/10.1016/j.tmp.2021.100851

Tools


Copyright © 2025  KITE Digital Educational Solutions |  Exclusively distributed by CE-Logic