The Relationship Between Social Media And The Intent To Choice Sustainable Travel: A Case Study Of Generation Z Tourists

Abstract

In the context of the growing urGenerationcy of sustainable tourism trends due to environmental issues and climate change, the role of social media in influencing the choiceion of sustainable tourism destinations is gaining significant attention. The study aims to evaluate the relationship between social media and the intention of Generation Z tourists to choose sustainable tourism. Using 194 survey samples and quantitative analyses with SPSS26 software, including reliability testing, exploratory factor analysis, correlation analysis, and multivariate linear regression at a 5 percent significance level. The results show that four factors related to social media communication, including information quality, social media advertising, information usefulness, and electronic word of mouth positively influence the intention of Generation Z tourists to choice sustainable travel. Based on these findings, the study offers implications for tourism enterprises and organizations to develop effective communication strategies, increase awareness, and promote sustainable tourism behaviors among Generation Z.