Instagram's impact on Generation Z. Does a professional Instagram account influence the decision-making process?

Table of Contents

1 Introduction

1.1 Background of the Study

1.2 Justification of Topic Selection

1.3 Definition of Research Problem

1.4 Aim of Research and Research Questions

1.5 Methodology

1.6 Chapter Outline

2 Social Media in Tourism and Travel

2.1 The Social Media Platform Instagram

2.1.1 Instagram Marketing

2.1.2 Instagram Marketing via Influencers

2.2 Social Media Impacts on Travellers’ Planning Process

2.2.1 Role of Social Media in the Pre-Trip Phase

2.2.2 Role of Social Media in the During-Trip Phase

2.2.3 Role of Social Media in the Post-Trip Phase

3 Consumer Behaviour in Tourism

3.1.1 Consumer Behaviour Process of Tourists and Travellers

3.2 Decision-Making Process in Tourism

4 An Overview of Generation Z

4.1 Travel Behaviour of Generation Z

4.1.1 Social Media Influence on Generation Z’s Travel Planning Process

4.2 Generation Z and Instagram

4.3 Travel Motivation Instagrammability of Generation Z

4.4 Generation Z and their Attitude towards Wellness

5 The Wellness & Spa Industry

5.1 Defining Wellness and Spa

5.2 The Austrian Wellness and Spa Industry

5.3 Travel Motivations of Wellness Tourists

5.4 Social Media Marketing of Austrian Spas

6 Methodology

6.1 Exploratory Research

6.2 Research Strategy and Design

6.2.1 Sampling

6.3 Expectation, Motivation and Attitude Model

6.3.1 Applying the Expectation, Motivation and Attitude Model

6.3.2 Online Questionnaire

6.3.3 Pilot Study

6.4 Data Collection

6.5 Data Analysing

6.6 Limitations of the Research Method

6.7 Ethical Considerations

7 Findings of the Quantitative Research

7.1 Restrictive Questions

7.2 Push Questions

7.2.1 Instagram Usage Behaviour of Austria’s Generation Z

7.2.2 Consumer Behaviour when Doing a Wellness Trip or Wellness Day

7.2.3 Motives to Follow Austrian Spa’s on Instagram

7.2.4 Perception of the Austrian Spa Industry

7.3 Pull Questions

7.3.1 Consumer Behaviour of a Gen Z Wellness Tourist

7.3.2 Motivational Factors in terms of Instagram Usage

7.3.3 Instagram’s Impact when Choosing a Spa

7.3.4 Motivations of Generation Z to Do a Wellness Holiday

7.3.5 Expectations of a Wellness Holiday

7.4 Demographics

8 Analysis and Discussion

9 Conclusion

9.1 Answers to the Research Questions

9.2 Summary of the Findings

9.3 Practical Implications

9.4 Scope and Limitations

9.5 Future Aspects and Recommendations

Research Objectives and Thematic Scope

This master thesis investigates the influence of Instagram on the decision-making behaviour of Generation Z when selecting Austrian spa facilities. It explores the motivations behind platform usage, the impact of professional Instagram presence, and provides recommendations for wellness facilities to better engage this digital-native target group.

• Analysis of Generation Z travel and decision-making behaviour.
• Evaluation of Instagram as a marketing and information channel in the wellness industry.
• Assessment of current Austrian spa social media performance and user perception.
• Development of actionable strategies for improving Instagram content and engagement.

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Summary of Chapters

1 Introduction: Provides the study's background, defines the research problem, and presents the core research questions regarding Instagram's impact on Generation Z.

2 Social Media in Tourism and Travel: Examines the role of social media platforms, specifically Instagram, in the traveller's planning process stages (pre-, during-, and post-trip).

3 Consumer Behaviour in Tourism: Discusses the theoretical framework of tourist decision-making processes and how external factors like social media influence these purchases.

4 An Overview of Generation Z: Details the demographic profile, travel habits, and the unique digital-native behaviour of the Generation Z cohort.

5 The Wellness & Spa Industry: Analyzes the Austrian wellness market, defining wellness tourism and reviewing how spas currently utilize social media marketing.

6 Methodology: Outlines the quantitative approach, explaining the use of online questionnaires based on the Expectation, Motivation, and Attitude (EMA) model.

7 Findings of the Quantitative Research: Presents the empirical data collected from the survey, categorized into restrictive, push, pull, and demographic questions.

8 Analysis and Discussion: Synthesizes findings from literature and primary research to draw conclusions about the current state of Instagram marketing in the spa industry.

9 Conclusion: Summarizes the study's results, offers practical implications for spas, identifies research limitations, and suggests future research directions.

Keywords

social media, Instagram, Austrian spa industry, Generation Z, decision-making behaviour, motivation, expectation, travel planning, digital natives, wellness tourism, quantitative research, marketing strategy, consumer behaviour, user-generated content, influencer marketing

Frequently Asked Questions

What is the core focus of this master thesis?

The thesis focuses on examining whether and how the social media platform Instagram influences the decision-making process of Generation Z when they select an Austrian spa facility.

What are the primary thematic areas covered?

The key themes include the travel and shopping behaviour of Generation Z, the role of Instagram in travel planning, and the marketing strategies of the Austrian wellness and spa industry.

What is the central research aim?

The primary aim is to identify the extent to which a professional, well-managed Instagram account impacts Generation Z and to uncover the main motivations of this generation for using Instagram in the context of wellness trips.

Which scientific methodology was employed?

The author utilized a quantitative research method, conducting an online survey among 269 valid participants from Generation Z in Austria, based on the Expectation, Motivation, and Attitude (EMA) model.

What does the main body of the work cover?

The work provides a thorough literature review on social media in tourism, consumer behaviour, and the characteristics of Generation Z, followed by an empirical analysis of Instagram usage patterns and preferences.

Which keywords best characterize this work?

Key terms include Generation Z, Instagram, Austrian spa industry, decision-making behaviour, digital natives, and travel motivation.

How does Generation Z perceive Austrian wellness offers?

The research findings indicate that 99% of respondents perceive the wellness and spa offer in Austria as comprehensive and of high quality.

What practical advice is offered to Austrian spas?

Spas are advised to prioritize visually appealing, high-quality, and authentic content, maintain a consistent and friendly profile, and provide practical information such as pricing and opening hours directly on their Instagram accounts.