The study entitled “Factors that Influence the Travel Decision Making of Generation Z Travelers” was conducted to examine the influence of social media marketing activities on the travel behaviors of Generation Z students. It sought to determine which social media platforms and marketing factors most significantly affect their destination choices. The focus group comprised Bachelor of Science in Tourism Management (BSTM) students from Camarines Sur Polytechnic Colleges. The study contributes to understanding how modern marketing strategies, particularly on digital and social media platforms, can effectively engage young travelers.

Research Design: The study employed a descriptive-correlational quantitative research design to determine the relationship between social media marketing activities and the travel decision-making process of Generation Z travelers.

Respondents: A total of 120 BSTM students from first to fourth year were selected as respondents using stratified random sampling to ensure representation across all academic levels.

Research Instrument: The researchers utilized a structured questionnaire composed of four main sections: (1) demographic profile, (2) frequently used social media platforms, (3) perceived influence of social media promotions, and (4) feedback and reviews influencing travel decisions.

Data Gathering Procedure: Data were collected through Google Forms and printed questionnaires during the academic year 2025. The responses were organized and statistically analyzed using Weighted Mean and Pearson’s r correlation to assess relationships between the variables.

The study revealed that social media platforms significantly influence the travel decision-making process of Generation Z travelers. Among all platforms, TikTok emerged as the most influential, followed by Facebook and Instagram. The respondents demonstrated a high level of engagement with short-form video content and interactive posts, indicating that visual media serve as powerful stimuli for travel interest.

Promotion-related factors such as video advertisements, informational posts, and online promotions obtained high weighted means, showing their consistent impact on generating travel interest. Similarly, trustworthiness and safety-related content were rated highly, highlighting Generation Z’s concern for reliable information before making travel decisions.

Furthermore, the study found a significant relationship between social media marketing activities and the travel decision-making process. This suggests that the type and quality of content encountered on social platforms play a vital role in shaping students’ travel preferences and intentions.

Based on the results, the following recommendations were formulated:

• Tourism organizations and destination marketers should maximize the use of video-centric platforms such as TikTok and Instagram Reels to produce creative, authentic, and engaging promotional content.
• Social media marketing should emphasize transparency, reliability, and safety assurance to strengthen travelers’ trust and confidence.
• Institutions may collaborate with student influencers or micro-content creators to appeal to younger audiences more effectively.
• Tourism educators are encouraged to integrate social media marketing literacy into the curriculum to prepare students for the digital tourism landscape.

These recommendations highlight the importance of understanding Generation Z’s online behavior to develop strategic marketing approaches that align with their values, expectations, and digital consumption habits.

• Data Privacy Act of 2012 (Republic Act No. 10173)
• Relevant literature on social media marketing and consumer behavior
• Academic sources cited in the final defense paper
Full reference details are available in the complete thesis document.

Researchers: Princess Althea Jean E. Paja, Mari Constance B. Sandoval, Mariane PSalmuelle R. Tabagan and Francine S. Talagtag

Research Adviser: Mr.  Ejay F. Barcinilla

Institution: Camarines Sur Polytechnic Colleges – Bachelor of Science in Tourism Management Program

For inquiries or access to the full thesis, please contact the research team through the provided institutional email address.
:prpaja@my.cspc.edu.ph