Social Media and Gen Z: Driving Awareness and Preferences for Mumbai's Local Tourism

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Rita Khatri, Charvi Gada

Abstract

This study explores the impact of social media on the awareness, preferences, and buying behavior of local tourism among Gen Z consumers in Mumbai, India. With a diverged focus on Instagram, LinkedIn, YouTube, and Facebook, the research examines how these platforms shape awareness, preferences, and ultimately, buying behaviour for local tourism. Social media has become the popular work in the market attracting not only consumers but also sellers. It is difficult to imagine the effectiveness of company promotion mix without the use of social media. The findings reveals that  that social media, particularly Instagram's visually engaging content, significantly impacts Gen Z's tourism decisions. Female consumers, in alignment with recent trends, are more likely to be active users of social media for travel planning and exploration. Additionally, the study underscores the growing importance of budget-conscious travel among Gen Z, with social media platforms serving as a valuable resource for finding affordable options. Influencer marketing has emerged as a pertinent tool in shaping Gen Z's travel preferences. By following influencers and exploring their curated content, consumers can discover hidden gems and lesser-known destinations. Moreover, interactive features like user-generated content and social media challenges have proven highly effective in promoting local tourism and fostering a sense of community among travellers. The study provides valuable recommendation for marketers seeking to engage Gen Z travellers. By giving utmost important to dynamic, authentic, and visually appealing content, tourism campaigns can effectively leverage the power of social media to promote local destinations and drive consumer engagement.

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How to Cite
Rita Khatri, Charvi Gada. (2025). Social Media and Gen Z: Driving Awareness and Preferences for Mumbai’s Local Tourism. European Economic Letters (EEL), 15(1), 907–920. https://doi.org/10.52783/eel.v15i1.2467
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