The impact of instagram travel influencers on Gen Z's tourism consumption

Details

Supervisors

Justinas Kisieliauskas ; Schuiling, Isabelle

Faculty

Louvain School of Management

Degree label

Master [120] en sciences de gestion, à finalité spécialisée

Abstract

The research problem is how Instagram travel influencers impact Gen Z’s tourism consumption. The two hypotheses proposed are ‘Gen Z's trust in Instagram travel influencers as a reliable source of information is crucial in their travel decision-making process’, and ‘Instagram travel influencers significantly impact Gen Z's travel decision-making process, from awareness to the final purchase decision’. The research aims to evaluate the effects of Instagram travel influencers on Gen Z’s tourism consumption. The methodology employed includes a theoretical analysis of influencer marketing, Gen Z's perception of influencer marketing and tourism, an online questionnaire for quantitative analysis, and expert interviews for qualitative analysis. The research provides insights into the importance of influencer marketing for tourism enterprises in attracting the Gen Z demographic, supporting both hypotheses. The findings highlight the significance of Instagram travel influencers and their role in shaping Gen Z's travel choices. This paper is research-oriented final master thesis.