Influence of social networks on travel decisions of Taiwanese millennials and centennials. The case of the young people of Taichung
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Abstract
The constant and sustained technological advance and the widespread use of social networks are two of the factors that have probably most influenced the evolution of the travel behavior of younger generations at a global level. The main objective of this study is to analyze the influence that the use of social networks has on travel planning and decision-making related to tourist destinations of the Taiwanese millennial and centennial population. A quantitative methodology through univariate and bivariate statistics has been used and applied to data from a survey carried out on young residents of Taichung (Taiwan). The results reveal a considerably high use of social networks by the population group under study in the country and a high confidence in using them to plan trips or choose destinations. It is concluded that social networks exert a significant influence on the travel decisions of young Taiwanese, and that the degree of trust in tourist content on these platforms is greater in women than in men and, in general, in centennials that in millennials.
Keywords: Social media; consumer behavior; tourism; Taiwan; millennials; centennials.
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