Role of Social Media and Behavioral Finance on Gen Z Travel Behaviour

Siti Yuliandi Ahmad; Shafinar Ismail; Mazni Saad; Susan Hama

doi:10.21834/e-bpj.v10i32.6785

Authors

Siti Yuliandi Ahmad Kulliyyah of Sustainable Tourism and Contemporary Languages, International Islamic University Malaysia, Malaysia
Shafinar Ismail Faculty of Business Management, MARA University of Technology, Malaysia
Mazni Saad Kulliyyah of Sustainable Tourism and Contemporary Languages, International Islamic University Malaysia, Malaysia
Susan Hama Faculty of Management Science, Yala Rajabhat University, Thailand

DOI:

https://doi.org/10.21834/e-bpj.v10i32.6785

Keywords:

Financial Literacy, Financial Security, Gen Z, Social Media Influence, Travel Behaviour

Abstract

Travel decisions among Gen Z are largely shaped by social media engagement, financial literacy, and economic stability, yet the extent to which these factors contribute to travel behaviour remains underexplored. While social media provides real-time travel recommendations and personalized experiences, it also promotes aspirational lifestyles that may lead to impulsive spending. This study aims to identify the key predictors of Gen Z travel behaviour by examining the role of social media use, social media influence, financial literacy, and financial security. The findings provide important insights for tourism stakeholders, policymakers, and educators in designing travel-related initiatives targeted at Gen Z.

References

Acharjee, S. K., Ahmed, T., & Kumar, S. (2023). The impact of social media on tourists' decision-making process: An empirical study based on Bangladesh. Journal of Social Sciences and Management Studies, 3(1). https://doi.org/10.56556/jssms.v3i1.685

Andriyani, S., Budidharmanto, L. P., & Junianto, Y. (2022). Effects of financial literacy and financial management teaching on financial behaviours: A study of hotel and tourism business students. Primanomics, 20(2), 139–148. https://doi.org/10.31253/pe.v20i2.1180

Awwaliyah, I. N., Sumani, S., & Singgih, M. (2023). How does digital financial literacy relate to financial performance of MSMEs in the tourism sector? Jurnal Ekonomi, Bisnis dan Kewirausahaan (JEBIK), 12(1). https://doi.org/10.26418/jebik.v12i1.60356

Barokah, I., Sumani, S., Hamid, R. S., & Noviasari, T. (2023). TALC: The role of TMM on loyalty intention and financial literacy as a confounding variable in the destination rejuvenation stage. International Journal of Tourism Cities. https://doi.org/10.1108/ijtc-05-2022-0139

Bejaoui, A., Rahayu, A., & Dirgantari, P. D. (2024). Social media usage and its effect on tourism marketing behaviours: A study among international students in Indonesia. Ekonomis, 8(2), 1151. https://doi.org/10.33087/ekonomis.v8i2.1655

Fadila, N., & Purnamawati, P. (2023). Financial management behaviours among MSMEs in coastal tourism areas: Income, financial literacy, and financial self-efficacy. Akuntabilitas: Jurnal Ilmiah Ilmu-Ilmu Ekonomi, 15(1), 48–60. https://doi.org/10.35457/akuntabilitas.v15i1.2686

Hong, J., Thakuriah, P., Mason, P., & Lido, C. (2020). The role of numeracy and financial literacy skills in the relationship between information and communication technology use and travel behaviour. Travel Behaviour and Society, 21, 257–264. https://doi.org/10.1016/J.TBS.2020.07.007

Huang, Y., Ma, L., & De Vos, J. (2024). Travel behaviour and multimodality: A conceptual framework and critical review of research. Transport Reviews. https://doi.org/10.1080/01441647.2023.2300088

Mahajan, P., Gupta, B., & Pedapalli, S. C. (2024). How does social media influence tourist behaviours? A conceptual framework for exploration. International Journal of Tourism & Hospitality Reviews, 1(t24/1), 01–08. https://doi.org/10.18510/ijthr.2024_t24_01

Navrátilová, M., Beranová, M., Smutka, L., & Severová, L. (2020). Economic aspects of consumer behaviours in tourism for a selected population group in the Czech Republic. Journal of Social Sciences, 18(4), 149–168. https://doi.org/10.18522/2073-6606-2020-18-4-149-168

Paranita, E. S., & Wulandari, E. (2022). Analysis of financial inclusion in the domestic tourism community. Jurnal Wawasan Manajemen, 10(2), 116–122. https://doi.org/10.20527/jwm.v10i2.207

Saini, H., Kumar, P., & Verma, R. (2024). Social media and its influence on travel decision-making. Advances in Hospitality, Tourism, and the Services Industry (AHTSI) Book Series, 261–282. https://doi.org/10.4018/979-8-3693-3972-5.ch011

Si, C., & Leou, E. C. (2024). Exploring the impact of social media on tourists' travel behaviours: A study of Xiaohongshu in Macau. Springer Proceedings in Business and Economics, 359–374. https://doi.org/10.1007/978-3-031-54338-8_20

Suryaningsih, I. B., Sumani, S., & Hamid, R. S. (2023). TALC: the role of TMM on loyalty intention and financial literacy as confounding variable in destination rejuvenation stage, East Java. International Journal of Tourism Cities. https://doi.org/10.1108/ijtc-05-2022-0139

Tokar Asaad, C. (2023). Financial literacy and financial behaviours. Financial Services Review, 24(2), 101–117. https://doi.org/10.61190/fsr.v24i2.3236

Wibisono, R. D., & Lale, J. (2024). The impact of social media on tourist destination choices: A quantitative analysis. American Journal of Open Research, 3(6), 141–146. https://doi.org/10.58811/opsearch.v3i6.116

Yaar-Waisel, T. (2023). Financial education and financial behaviours. In Handbook of Financial Education (pp. 33–46). Edward Elgar Publishing. https://doi.org/10.4337/9781803922652.00011