Millennials and Generation Z – The Influence of Online Experience on Visit Intention
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| Source: Personal Documentation. |
Millennials is a term coined by American historians and authors William Strauss and Neil Howe in their various works, referring to those born between 1981 and 1996.
Generation Z, on the other hand, encompasses those born between 1997 and 2012, marking the transitional phase from Millennials to a generation deeply immersed in advancing technology.
G-Y & Z roles in the development of technology
Both Millennials and Generation Z play pivotal roles in the development of technology, information, communication, and tourism. The rapid evolution of Information and Communication Technology (ICT) has closely tied these generations to the online world.
The question arises: does online experience impact the visit intention of Millennials and Generation Z towards tourist destinations? Apparently, Millennials wield significant influence in the tourism sector. The Ministry of Tourism and Creative Economy projects that Millennial travelers will continue to grow, potentially becoming the primary market. By 2030, Asia's tourism market is expected to be dominated by Millennials, constituting up to 57 percent.
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| Source: Personal Documentation. |
Generation Z is also a crucial target audience in tourism
Not to be overshadowed, Generation Z is also a crucial target audience in tourism. Census data from the Central Statistics Agency indicates that Millennials and Generation Z dominate Indonesia's population. These generations are deeply connected to the digital world and social media, including platforms like Facebook, Instagram, WhatsApp, TikTok, and other current booming social media applications.
Given their familiarity with digitalization, it is unsurprising that online experiences can influence their visit intentions towards trending, attractive, and unique tourist destinations. Tourism is no longer exclusive but considered a fundamental right for everyone.
For players in the tourism industry and destination managers, staying digitally savvy is essential. This ensures they can effectively attract potential tourists to their destinations, thereby positively impacting the local and regional economies in those tourism areas.
| Author: Jery Christianto,S.Tr.Par., M.Par.
D IV Tourism Management, Nusa Dua Bali College of Tourism, Master's in Tourism Planning, Bandung Institute of Technology.
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