Jalaluddın, Nur Farhana and Ahmad, Siti Yuliandi
(2024)
Preliminary research on the social media and financial literacy on tourist behaviour of Generation Z in Malaysia.
In: 8th International Congress of Eurasian Social Sciences, 25th - 28th April 2024, Bodrum, Mugla, Turkey.
Abstract
In the current era of widespread digital connectivity, social media has developed as a highly influential platform
that surpasses geographical limitations and exerts considerable impact on several aspects of modern life.
Moreover, social media has evolved from a simple communication instrument to a complex ecosystem that
influences and reflects societal values and trends. It explores how these platforms facilitate the distribution of
travel-related information and affect destination selections. Along with the impact of social media on the tourism
industry, this study explores the level of financial literacy that plays a role in influencing individuals' travel
decisions and their subsequent behaviour as tourists. This study implements a quantitative research design using
an online survey. The responses gathered for this study were a total of (n = 125). Descriptive and analyses were
used to analyse the data. The result showed a mean score obtained for all variables between (M = 3.21) and (M
= 4.20), which is considered high for the use of social media, social media influences, financial literacy, and tourist
behaviour. The implications of the study's findings hold significant relevance for the tourism sector in Malaysia.
Initially, tourist operators must utilise social media platforms as a means to effectively advertise and market their
offerings to the demographic of Generation Z passengers. Furthermore, tourism operators must impart
knowledge to tourists regarding the significance of financial literacy. In addition, they should provide tourists
with appropriate tools and resources to manage their finances effectively and allocate budgets for their travel
endeavours.
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