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- 2019
Understanding generation Z’s travel social decision-makingDOI: 10.20867/thm.25.2.4 Keywords: Generation Z, social travel, marketing, consumer decision-making model, social media, consumer behaviour, mobile apps Abstract: Sa?etak Purpose – To propose a new decision-making process that Generation Zers adopt when they shop for travel and tourism services through social and mobile applications (i.e., hotels, airlines, attractions, and restaurants). Design – A qualitative research was used to explore the changes and unique characteristics of the Generation Z’s different stages of social travel decision-making. Methodology – A conceptual approach that relies on an extensive literature review of classical decision-making models reflecting the changes and differences in each stage in the process. Approach – The authors rely on Engel-Kollat-Blackwell’s (EKB) consumer decision-making model as a base to understand and propose a modified model. Findings – The authors propose a new social decision-making process model for Generation Z. The proposed model consists of five stages and each step is deeper and more complex than ever before. These stages are as follows: 1) Inspiration, 2) Need for Social Recognition, 3) Planning, Search and Evaluation, 4) Booking, and 5) Post-Booking Evaluation. Originality of the research – The paper is the first study to propose a unique decision-making process for Generation Z travellers in the realm of social and mobile business
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