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.
Inhaltsverzeichnis (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
- 2.1 The Social Media Platform Instagram
- 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
- 4.1 Travel Behaviour of Generation Z
- 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
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This master's thesis investigates the influence of Instagram on Generation Z's decision-making when choosing an Austrian spa. It examines the extent of Instagram's impact, the motivations behind its use in planning wellness stays, and Generation Z's perception of the Austrian spa industry. The study also provides recommendations for improving Austrian spas' Instagram presence.
- The impact of Instagram on Generation Z's spa selection process.
- Motivations for using Instagram when planning a wellness stay.
- Generation Z's perception of the Austrian spa industry.
- Recommendations for enhancing the Instagram performance of Austrian spas.
- Analysis of consumer behavior within the context of wellness tourism and Generation Z.
Zusammenfassung der Kapitel (Chapter Summaries)
1 Introduction: This chapter sets the stage for the research by providing background information on the study's topic, justifying the selection of the topic, defining the research problem, outlining the research aims and questions, detailing the methodology employed, and providing a chapter outline. It establishes the context and scope of the thesis, highlighting the importance of understanding Instagram's role in the decision-making process of Generation Z regarding Austrian spas.
2 Social Media in Tourism and Travel: This chapter explores the broader context of social media's role in tourism and travel, focusing specifically on Instagram. It delves into Instagram marketing strategies, the use of influencers, and the impact of social media on various phases of the travel planning process (pre-trip, during-trip, and post-trip). This lays the groundwork for understanding how Instagram fits into the overall travel decision-making framework.
3 Consumer Behaviour in Tourism: This chapter examines consumer behavior theories relevant to tourism, focusing on the decision-making process of tourists and travelers. It provides a theoretical foundation for understanding how consumers make choices, particularly in the context of choosing a wellness destination. This analysis is crucial for interpreting the findings related to Generation Z's behavior.
4 An Overview of Generation Z: This chapter offers a detailed profile of Generation Z, exploring their travel behaviors, their relationship with social media (especially Instagram), their motivations for travel, and their attitudes toward wellness. It establishes the target demographic for the research and highlights their unique characteristics that influence their decision-making processes.
5 The Wellness & Spa Industry: This chapter provides an overview of the wellness and spa industry, focusing specifically on Austria. It defines wellness and spas, describes the Austrian spa industry, examines the motivations of wellness tourists, and analyzes social media marketing strategies currently employed by Austrian spas. This contextualizes the study within the specific industry being investigated.
6 Methodology: This chapter details the research methodology, including the exploratory research conducted, the research strategy and design (including sampling), the application of the Expectation, Motivation, and Attitude model, the online questionnaire used, pilot study results, data collection and analysis methods, and limitations and ethical considerations of the research. The chapter provides a transparent account of the research process.
7 Findings of the Quantitative Research: This chapter presents the findings of the quantitative research conducted using online questionnaires. It presents the results pertaining to Instagram usage, consumer behavior during wellness trips, motivations for following Austrian spas on Instagram, perceptions of the Austrian spa industry, and demographic data. The chapter provides a detailed account of the collected data.
8 Analysis and Discussion: This chapter analyzes and discusses the findings presented in Chapter 7. It connects the findings to the theoretical frameworks discussed in previous chapters. It also likely explores the implications of the results in the context of the research questions and the overall study objectives.
Schlüsselwörter (Keywords)
Social media, Instagram, Austrian spa industry, Generation Z, decision-making behavior, motivation, expectation, wellness tourism, consumer behavior, quantitative research, online questionnaire.
Frequently Asked Questions: Influence of Instagram on Generation Z's Spa Selection in Austria
What is the main topic of this research?
This master's thesis investigates how Instagram influences Generation Z's choices when selecting an Austrian spa. It examines Instagram's impact, the reasons behind its use in wellness trip planning, and Generation Z's views on the Austrian spa industry. The study also offers suggestions for improving Austrian spas' Instagram presence.
What are the key themes explored in the research?
The research explores several key themes: the impact of Instagram on Generation Z's spa selection process; the motivations for using Instagram when planning a wellness stay; Generation Z's perception of the Austrian spa industry; recommendations for enhancing the Instagram performance of Austrian spas; and an analysis of consumer behavior within the context of wellness tourism and Generation Z.
What is the scope of the research methodology?
The research employs a quantitative methodology, utilizing an online questionnaire. It includes exploratory research, a defined research strategy and design (including sampling), and the application of the Expectation, Motivation, and Attitude model. The study also outlines data collection and analysis methods, and addresses limitations and ethical considerations.
What specific aspects of Instagram's influence are analyzed?
The research analyzes Instagram's influence on various stages of the decision-making process, from pre-trip planning to the final choice of a spa. It investigates the role of Instagram marketing, influencer marketing, and the overall impact of visual content on Generation Z's preferences.
What data is collected and analyzed?
The quantitative research utilizes an online questionnaire to gather data on Instagram usage behavior, consumer behavior during wellness trips, motivations for following Austrian spas on Instagram, perceptions of the Austrian spa industry, and demographic information. The data is then analyzed to understand the relationship between Instagram usage and spa selection.
What types of questions were used in the questionnaire?
The questionnaire employed both restrictive and push questions (to elicit specific answers) and pull questions (open-ended questions allowing for more detailed responses). These questions targeted aspects like Instagram usage habits, consumer behavior during wellness trips, motivations for following Austrian spas on Instagram, and perceptions of the Austrian spa industry.
Who is the target demographic for this research?
The primary target demographic is Generation Z in Austria. The research focuses on understanding their unique characteristics and how they interact with Instagram and the wellness tourism industry.
What is the structure of the thesis?
The thesis is structured into eight chapters. These cover an introduction, a review of social media and tourism, consumer behavior, an overview of Generation Z, the wellness and spa industry, the methodology, the findings of the quantitative research, and finally, the analysis and discussion of the results.
What are the key findings of this research (in general terms)?
The findings of the research are presented in Chapter 7 and analyzed in Chapter 8. They provide insights into Generation Z’s Instagram usage in relation to wellness travel, their decision-making processes, and their perceptions of the Austrian spa industry. Specific results related to Instagram's impact on spa selection and the motivations behind its use are detailed in the thesis.
What are the implications of this research?
The research provides valuable insights for Austrian spas seeking to improve their online marketing strategies and attract Generation Z customers. The findings offer recommendations for enhancing Instagram performance and better targeting this specific demographic within the wellness tourism sector.
What are the keywords associated with this research?
The keywords include social media, Instagram, Austrian spa industry, Generation Z, decision-making behavior, motivation, expectation, wellness tourism, consumer behavior, quantitative research, and online questionnaire.
- Citation du texte
- Maria Priller (Auteur), 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
