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Social Media Usage by Different Generations as a Tool for Sustainable Tourism Marketing in Society 5.0 Idea

Author

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  • Beata Hysa

    (Department of Organization and Management, Institute of Economy and Informatics, Silesian University of Technology, Akademicka 2A, 44-100 Gliwice, Poland)

  • Aneta Karasek

    (Faculty of Economics, Maria Curie-Skłodowska University, Plac Marii Curie-Skłodowskiej 5, 20-031 Lublin, Poland)

  • Iwona Zdonek

    (Department of Organization and Management, Institute of Economy and Informatics, Silesian University of Technology, Akademicka 2A, 44-100 Gliwice, Poland)

Abstract

This article discusses the use of social media by different generations in destination marketing from a sustainable tourism perspective. In the light of the global COVID-19 pandemic, intensive marketing efforts and strategies to bring back sustainable tourism will soon become important. Social media (SM) can significantly support the promotion of destinations by guaranteeing an appropriate number and type of tourists. The article examines the frequency of using social media by different generations and the scope of their use in planning a tourist trip. The research was conducted in Poland on a sample of 397 respondents representing the group of Baby Boomers (BB), as well as Generations X, Y, and Z. The results of the research showed that the frequency of using SM decreases with age. The differences between the generations are visible in such behaviours as using SM to check opinions about tourist places, recommending a holiday with positive opinions and comments in SM, as well as resigning from a holiday based on negative opinions and comments.

Suggested Citation

  • Beata Hysa & Aneta Karasek & Iwona Zdonek, 2021. "Social Media Usage by Different Generations as a Tool for Sustainable Tourism Marketing in Society 5.0 Idea," Sustainability, MDPI, vol. 13(3), pages 1-27, January.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:3:p:1018-:d:483474
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    Cited by:

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    2. Piotr Hadrian & František Milichovský & Pavel Mráček, 2021. "The Concept of Strategic Control in Marketing Management in Connection to Measuring Marketing Performance," Sustainability, MDPI, vol. 13(7), pages 1-21, April.
    3. Iwona Zdonek & Anna Mularczyk & Grzegorz Polok, 2021. "The Idea of Corporate Social Responsibility in the Opinion of Future Managers—Comparative Research between Poland and Georgia," Sustainability, MDPI, vol. 13(13), pages 1-20, June.
    4. Fayez Nahedh Alsehani & Ainuddin Wahid Bin Abdul Wahab & Liyana Shuib, 2023. "Exploring Social Media and Organisational Sustainability Performance Goals: Themes, Functional Areas, and Practices Learning from the Preceding Decade," Sustainability, MDPI, vol. 15(3), pages 1-17, January.
    5. Dima Sawaftah & Ahmad Aljarah & Eva Lahuerta-Otero, 2021. "Power Brand Defense Up, My Friend! Stimulating Brand Defense through Digital Content Marketing," Sustainability, MDPI, vol. 13(18), pages 1-17, September.
    6. Teresa Borges-Tiago & Sandra Silva & Sónia Avelar & João Pedro Couto & Luíz Mendes-Filho & Flávio Tiago, 2021. "Tourism and COVID-19: The Show Must Go On," Sustainability, MDPI, vol. 13(22), pages 1-19, November.
    7. Option Takunda Chiwaridzo & Reason Masengu, 2023. "The impact of social media branding and technology adoption on green tourism: the role of tourist behavior as a mediator in developing countries post-COVID-19—context of Zimbabwe," Future Business Journal, Springer, vol. 9(1), pages 1-14, December.
    8. Hélder da Silva Lopes & Paula C. Remoaldo & Vitor Ribeiro & Javier Martín-Vide, 2021. "Effects of the COVID-19 Pandemic on Tourist Risk Perceptions—The Case Study of Porto," Sustainability, MDPI, vol. 13(11), pages 1-29, June.
    9. Jonek-Kowalska, Izabela, 2022. "Towards the reduction of CO2 emissions. Paths of pro-ecological transformation of energy mixes in European countries with an above-average share of coal in energy consumption," Resources Policy, Elsevier, vol. 77(C).
    10. Akram, Muhammad Waseem, 2023. "Influence of Social Media on Consumers' Online Purchasing Habits During: The COVID-19 Pandemic in Pakistan," OSF Preprints qwg2d, Center for Open Science.
    11. Izabela Jonek-Kowalska & Radosław Wolniak, 2022. "Sharing Economies’ Initiatives in Municipal Authorities’ Perspective: Research Evidence from Poland in the Context of Smart Cities’ Development," Sustainability, MDPI, vol. 14(4), pages 1-22, February.

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