Proceedings of the 2nd International Conference of Business, Accounting and Economics, ICBAE 2020, 5 - 6 August 2020, Purwokerto, Indonesia

Research Article

Understanding Asian Millennial Behavior In Using Social Media When Traveling

Download391 downloads
  • @INPROCEEDINGS{10.4108/eai.5-8-2020.2301208,
        author={Azizah Omar and Elisabet Dita Septiari},
        title={Understanding Asian Millennial Behavior In Using Social Media When Traveling},
        proceedings={Proceedings of the 2nd International Conference of Business, Accounting and Economics, ICBAE 2020,  5 - 6 August 2020, Purwokerto, Indonesia},
        publisher={EAI},
        proceedings_a={ICBAE},
        year={2020},
        month={10},
        keywords={millennials generation y social media tourism millennial travel},
        doi={10.4108/eai.5-8-2020.2301208}
    }
    
  • Azizah Omar
    Elisabet Dita Septiari
    Year: 2020
    Understanding Asian Millennial Behavior In Using Social Media When Traveling
    ICBAE
    EAI
    DOI: 10.4108/eai.5-8-2020.2301208
Azizah Omar1,*, Elisabet Dita Septiari2
  • 1: Professor in Marketing, School of Management, Universiti Sains Malaysia, 11800 Minden, Pulau Pinang, Malaysia.
  • 2: PhD candidate at School of Management, Universiti Sains Malaysia, 11800 Minden, Pulau Pinang, Malaysia and Universitas Atmajaya Yogyakarta.
*Contact email: aziemar@usm.my

Abstract

Purpose–The purpose of this paper is to understand the Asian millennial behavior regarding the use of social media when they are traveling based on a systematic literature review, and to suggest strategies for tourism business in dealing with the millennial generation, which differs from the previous segment. Design/method/approach- A volume of 25 peer-reviewed journal articles were collected from two major databases. The current study was designed using content analysis to explore the millennial behavior in pre, during, and post-travel.Finding-The characteristics of millennials using their social media drive some behavior based on before, during, and post-travel. These behaviors are re-shaping the tourism and hospitality industries. Originality/value-The study provides a new understanding of millennial travelers, their characteristics, and travel behaviors in the realm of social media.