Social Media and Its Influence on German Millennials’ Holiday Destination Making Decisions

  • Social media has become inseparable from our daily lives thanks to the widely use of internet and mobile technological advancement. Travel and tourism has benefited a lot from social media, especially the travelers. Not only can they find travel-related information on social media platforms, but they can also discuss and exchange necessary and relevant opinions and information. The purpose of this research study is to examine how social media influences where German millennials determine their holiday destination. This dissertation analyzes to what extend social media influences the individual German millennial’s decision and whether reviews and comments affect their decisions. The research study comprises of 5 chapters which represent the analytical process from beginning to end. The first chapter is the introduction, then literature reviews, then the methodology for primary research of this research is identified and explained. Results from the online questionnaire are then presented followed by an analysis and interpretation. Finally, the conclusion and limitation of the research have been discussed. This research study concludes that social media does influence German millennials when they use social media to compare the holiday destinations in comparison to those who do not use social media for this purpose. It is clear that social media is the main source of information when they are looking for holiday destination information and is preferred compared to travel books and travel agencies. The results have shown that TripAdvisor is the most used holiday destination information page among other social media platforms. Furthermore, most of German millennials are passive users of travel-related social media platforms. That means they only consume information but do not necessarily write reviews or comments after their holiday experience.

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Metadaten
Author:Anupong Tumjanda
Advisor:Kai-Markus Müller
Document Type:Bachelor Thesis
Language:English
Year of Completion:2018
Granting Institution:Hochschule Furtwangen
Date of final exam:2018/02/28
Release Date:2018/03/13
Tag:German millennials; Holiday destinations; Social media
Degree Program:IBM - International Business Management
Functional area:Marketing
Access Rights:Innerhalb der Hochschule
Licence (German):License LogoEs gilt das UrhG