The main objective of this master thesis is to investigate whether Instagram has an impact on Generation Z’s decision-making behaviour when choosing an Austrian spa facility. According to the determined research questions, this thesis aims to examine as well to what extent a professional Instagram account has an impact on the decision-making process, what the motivations are to use Instagram regarding a wellness stay and how Generation Z perceives the Austrian spa industry.
In addition, recommendations for an enhanced Instagram performance for Austrian spa’s will be given. For the secondary research, relevant books, articles, journals, studies and websites have been used. To answer the research questions properly, a quantitative research method in the form of an online questionnaire according to the expectation, motivation and attitude model was applied.
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.
Auszug aus dem Buch
The Social Media Platform Instagram
Instagram is a free app for sharing photos and videos. Users can upload their content and share it with their subscribers who are called followers. All users can like and comment on posts shared by their friends. Moreover, so-called hashtags are very popular on Instagram (Instagram, 2019).
The latest Instagram innovations include Instagram stories and IGTV. Instagram stories is a tool that makes it possible for users to post photos and videos that do not appear in the main Instagram feed and disappear after 24 hours (Rose, n.d.). With IGTV, one can make longer videos and upload them directly into the app. IGTV is focused on mobile usage with a full vertical screen. For businesses, both innovations are advantageous in reaching more people with real-time content (Instagram Business, 2019).
Lately, Instagram has seen an increase in users of 357 percent from 2014 to 2017. By the end of September 2017, the platform had 800 million active users (Smith M., 2018). In Austria, 42 percent of all social media users have an Instagram account (Global Web Index, 2018, p. 8). One of Instagram’s most important benefits is its immediate sharing and connecting with friends from all over the world. The platform is easy and uncomplicated, no matter where the users are located. Instagram users can take high-quality pictures with their phones and then share them with others through their account (Holmes, 2015, pp. 12-19).
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.
- Quote paper
- Maria Priller (Author), 2019, Instagram's impact on Generation Z. Does a professional Instagram account influence the decision-making process?, Munich, GRIN Verlag, https://www.grin.com/document/493785
