How Social Media Usage Influences Travel Decisions

At Munich University of Applied Sciences, students in the Empirical Research module recently conducted two very interesting studies on how TikTok and Instagram influence Gen Z's travel decisions, behavior and motivation. These studies were led by our lecturer, Veronica Freni, who is also a Senior Project Manager at Human8.

TikTok and Instagram have become essential tools in the tourism industry, showcasing destinations and providing reliable information. They help users discover unique attractions, increase their motivation to travel and influence travel decisions more effectively than other platforms.

TikTok serves as a reliable and quick source
TikTok provides local insights and authentic experiences, helping users discover non-touristy places for a more immersive local travel experience. Trust in TikTok's content and the authenticity of shared experiences positively influences tourists' travel decisions.

Instagram as an inspiring but overcrowded pool
Instagram helps to select where to go and what to see based on budget and previous experiences done by family/friends or influencers. It makes it easier for users to find hidden places, tailor their experiences, and get initial ideas for travel. However, the vast amount of information can sometimes make it difficult to decide and plan.

At the end of each study, there was a presentation of the key findings to which travel agencies and other market research experts were invited. During these meetings, strategies were shared for travel operators to increase their presence on TikTok & Instagram and play a bigger role in inspiring Gen Z users to choose their next adventure.

The results of both studies will be published in the next edition of Passport in March!