Digital Marketing Strategies for Attracting a New Generation of Tourists
Bogdan N. M., Yasynska A. O., Shevtsova A. V.

Bogdan, Nataliia M., Yasynska, Anna O., and Shevtsova, Arina V. (2025) “Digital Marketing Strategies for Attracting a New Generation of Tourists.” The Problems of Economy 2:117–125.
https://doi.org/10.32983/2222-0712-2025-2-117-125

Section: Economics and Enterprise Management

UDC 338.48

Abstract:
The article examines the characteristics of consumer behavior among Generation Z tourists, who predominantly use smartphones, favor Instagram over other social networks like Facebook, YouTube, and Twitter, and spend a significant amount of time online, using social media as a source of information before traveling and for planning their trips. The aim of the article is to study the peculiarities of Generation Z?s consumer behavior in tourism and to develop digital marketing proposals for attracting Generation Z. The research reveals the significance of influencer marketing, as consumers are more likely to trust recommendations from independent experts rather than directly from brands. It is defined that the dynamic nature of the tourism industry requires flexibility in response to market changes and the development of original marketing approaches, which consequently necessitates the implementation of an influencer marketing strategy on social media that will affect consumer decisions, particularly of Generation Z, regarding purchases, making it an important tool in the tourism sector. As a result of the research, several specific characteristics of Generation Z as a promising group of active travelers have been identified, namely: digitalization of travel, experience orientation, activity on social media, high expectations for personalization, focus on sustainable tourism, price sensitivity, flexibility in planning, tendency to travel in groups, trust in reviews and recommendations, and multifunctionality. This allowed for the development of marketing strategies for effective engagement with this market segment: digital presence and mobility, collaboration with influencers, environmental responsibility, personalization of offers, experience over comfort, gamification of customer interaction, formats for digital nomads, fast and convenient service, flexible pricing policies, and programs like “Bring a friend”. These strategies have also been adapted to modern Ukrainian conditions. Implementing these marketing proposals will improve the effectiveness of attracting Generation Z to travel experiences. Overall, the research has contributed to the existing knowledge about influencer marketing and the behavioral traits of Generation Z in the travel sector, providing valuable insights for industry professionals on engaging this consumer category and deepening the understanding of this dynamic and influential demographic group.

Keywords: Instagram marketing, Generation Z, travel destinations, travel choices, social media, influencer marketing, visual content, digital marketing, youth tourism.

Tabl.: 3. Bibl.: 29.

Bogdan Nataliia M. – Doctor of Sciences (Economics), Professor, Professor, Department of Tourism and Hospitality Management, O. M. Beketov National University of Urban Economy in Kharkiv (17 Chornohlazivska Str., Kharkіv, 61002, Ukraine)
Email: 148nika8@gmail.com
Yasynska Anna O. – Student, O. M. Beketov National University of Urban Economy in Kharkiv (17 Chornohlazivska Str., Kharkіv, 61002, Ukraine)
Email: yasinskayan2004@gmail.com
Shevtsova Arina V. – Student, O. M. Beketov National University of Urban Economy in Kharkiv (17 Chornohlazivska Str., Kharkіv, 61002, Ukraine)
Email: shvts.ari@gmail.com

List of references in article

Akdeniz, A., and Komurcu, S. “Seyahat acentalarinin sosyal medya hesaplarinin degerlendirilmesi“. International Journal of Contemporary Tourism Research, no. 5 (2021): 98-115. DOI: https://doi.org/10.30625/ijctr.956026
Arslan, A. “Kusak Teorisi Uzerine Bir Arastirma“. Kafkas Universitesi Iktisadi ve Idari Bilimler Fakultesi Dergisi, vol. 6 (11) (2015): 1-24.
Ayeh, J. K., Au, N., and Law, R. ““Do we believe in TripAdvisor?” Examining credibility perceptions and online travelers' attitude toward using user-generated content“. Journal of Travel Research, vol. 52 (4) (2013): 437-452. DOI: 10.1177/0047287512475217
Basarangil, I. “Sosyal medyanin tatil tercihlerine etkisi“. Journal of Tourism and Gastronomy Studies, vol. 7 (2) (2019): 839-852. DOI: https://doi.org/10.21325/jotags.2019.395
Brown, D., and Fiorella, S. Influence marketing: How the create, manage, and measure brand influencers in social media marketing. New York, NY: Que Pub, 2013.
Buhalis, D., and Law, R. “Progress in information technology and tourism management: 20 years on and 10 years after the Internet - The state of eTourism research“. Tourism Management, vol. 29 (4) (2008): 609-623. DOI: 10.1016/j.tourman.2008.01.005
Chang, J. “113 Key Gen Z Statistics 2023“. 2019. https://financesonline.com/generation-z-statistics/#socialmedia
Chung, N., and Koo, C. “The use of social media in travel information search“. Telematics and Informatics, vol. 32 (2) (2015): 215-229. DOI: https://doi.org/10.1016/j.tele.2014.08.005
Crouch, G. I., and Ritchie, J. B. “Tourism, competitiveness, and societal prosperity“. Journal of Business Research, vol. 44 (3) (1999): 137-152.
Dwyer, L., Chen, N., and Lee, J. “The role of place attachment in tourism research“. Journal of Travel & Tourism Marketing, vol. 36 (5) (2019): 645-652. DOI: 10.1080/10548408.2019.1612824
Engel, B., Blackwell, R. D., and Miniard, P. W. Consumer Behavior. 1995.
Femenia-Serra, F., and Gretzel, U. “Influencer marketing for tourism destinations: Lessons from a mature destination“. In Conference paper «Information and Communication Technologies in Tourism», 65-78. 2020. DOI: 10.1007/978-3-030-36737-4_6
Gaumer, C. J., and Arnone, C. “Grocery store observation: Parent-child interaction in family purchases“. Journal of Food Products Marketing, vol. 16 (1) (2009): 1-18.
Geyser, W. “The State of Influencer Marketing 2023: Benchmark Report“. 2023. https://influencermarketinghub.com/influencer-marketing-benchmark-report/#toc-2
Gretzel, U. “Influencer marketing in travel and tourism“, 147-156. New York: Routledge, 2018.
Kotler, P. et al. Marketing for hospitality and tourism. 2014.
Lehto, X. Y. et al. “TExploring tourism experience sought: A cohort comparison of baby boomers and the silent generation“. Journal of Vacation Marketing, vol. 14 (3) (2008): 237-252.
Leiper, N. “The framework of tourism: Towards a definition of tourism, tourist, and the tourist industry“. Annals of Tourism Research, vol. 6 (4) (1979): 390-407.
Magno, F. et al. “Instagram: Visual methods in tourism research“. In Annals of Tourism Research, 2020. DOI: 10.1016/j.annals.2020.103098
Niemczyk, A. “Tourist behaviors of working and non-working representatives of the Z generation - selected problems“. Entrepreneurship and Management, vol. 20 (2.2) (2019): 87-101.
Ong, C. “People are getting travel ideas from social media - often with hilarious results“. CNBC, 2022. https://www.cnbc.com/2022/04/26/what-happens-when-people-use-tiktok-and-instagram-to-make-travel-plans.html
Pearce, P. L. “Perceived changes in holiday destinations“. Annals of Tourism Research, vol. 9 (2) (1982): 145-164.
Pennington-Gray, L., Fridgen, J. D., and Stynes, D. “Cohort segmentation: An application to tourism“. Leisure Sciences, vol. 25 (4) (2003): 341-361. DOI: 10.1080/714044495
Robinson, V. M., and Schanzel, H. A. “A tourism inflex: Gen Z travel experiences“. Journal of Tourism Future (2019): 127-141. DOI: 10.1108/JTF-01-2019-0014
Sammis, K. L. Influencer marketing for dummies. New Jersey: John Wiley & Sons, Inc., 2016.
Schiopu, A. F. et al. “Constrained and virtually traveling? Exploring the effect of travel constraints on intention to use virtual reality in tourism“. Technology in Society, vol. 71 (102091) (2022). DOI: 10.1016/j.techsoc.2022.102091
“Statista Research Department“. Influencer marketing worldwide. 2021. 27 september. https://www.statista.com/topics/2496/influencemarketing/#dossierContents__outerWrapper
Xiang, Z. et al. “A comparative analysis of major online review platforms: Implications for social media analytics in hospitality and tourism“. Tourism Management, no. 58 (2017): 51-65. DOI: 10.1016/j.tourman.2016.10.001
Yelkikalan, N., Akatay, A., and Altin, E. “Yeni Girisimcilik Modeli ve Yeni Nesil Girisimci Profili: Internet Girisimciligi ve Y, M, Z Kusagi Girisimci“. Sosyal Ekonomik Arastirmalar Dergisi, vol. 10 (20) (2010): 489-506.