Analysing the effects of social media exposure and influence of FoMO on travel decision-making among Generation Z potential tourists

Sammanfattning

Social media has become a central place for travel inspiration for young adults and has been linked with feelings of FoMO. This thesis investigates how social media exposure influences travel decision-making among Generation Z travellers, with emphasis on travel-related FoMO and social comparison. Grounded on Fear of Missing Out Theory, Social Comparison Theory and Self-Determination Theory the study examines how different forms of travel content, such as short videos and photos, contribute to FoMO and subsequently affect travel intentions, aiming to fill up a knowledge gap. Furthermore, a quantitative research approach was chosen, using an online survey distributed to Generation Z individuals residing in Europe. Data was collected from 291 valid respondents and later on analyzed with the use of descriptive statistics, reliability tests, correlation analysis, and linear regressions using IBM SPSS (Version 31) programme. The study measured variables such as personal FoMO, social FoMO, social media usage, demographics, travel intentions using a 5-point Likert scale. The findings indicate that both Personal and Social FoMO were relevant to travel intentions, and social comparison emerged as a main driving factor for FoMO. Short videos and exposure to travel-related photos were influential in triggering FoMO responses. This research contributes to the growing literature relating to social media, FoMO, and tourism, providing empirical insights into Generation Z’s travel intentions and processes. The findings offer knowledge that can be useful to tourism businesses and also put emphasis on psychological consequences of FoMO-driven digital environments.