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How Society 5.0 and Industry 4.0 Ideas Shape the Open Data Performance Expectancy
Article

Social Media Usage by Different Generations as a Tool for Sustainable Tourism Marketing in Society 5.0 Idea

1
Department of Organization and Management, Institute of Economy and Informatics, Silesian University of Technology, Akademicka 2A, 44-100 Gliwice, Poland
2
Faculty of Economics, Maria Curie-Skłodowska University, Plac Marii Curie-Skłodowskiej 5, 20-031 Lublin, Poland
*
Author to whom correspondence should be addressed.
Sustainability 2021, 13(3), 1018; https://doi.org/10.3390/su13031018
Received: 22 December 2020 / Revised: 15 January 2021 / Accepted: 18 January 2021 / Published: 20 January 2021
(This article belongs to the Special Issue Society 5.0 and Industry 4.0 Relations and Implications)
This article discusses the use of social media by different generations in destination marketing from a sustainable tourism perspective. In the light of the global COVID-19 pandemic, intensive marketing efforts and strategies to bring back sustainable tourism will soon become important. Social media (SM) can significantly support the promotion of destinations by guaranteeing an appropriate number and type of tourists. The article examines the frequency of using social media by different generations and the scope of their use in planning a tourist trip. The research was conducted in Poland on a sample of 397 respondents representing the group of Baby Boomers (BB), as well as Generations X, Y, and Z. The results of the research showed that the frequency of using SM decreases with age. The differences between the generations are visible in such behaviours as using SM to check opinions about tourist places, recommending a holiday with positive opinions and comments in SM, as well as resigning from a holiday based on negative opinions and comments. View Full-Text
Keywords: social media; sustainable tourism marketing; restart tourism; different generations; Society 5.0 idea social media; sustainable tourism marketing; restart tourism; different generations; Society 5.0 idea
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MDPI and ACS Style

Hysa, B.; Karasek, A.; Zdonek, I. Social Media Usage by Different Generations as a Tool for Sustainable Tourism Marketing in Society 5.0 Idea. Sustainability 2021, 13, 1018. https://doi.org/10.3390/su13031018

AMA Style

Hysa B, Karasek A, Zdonek I. Social Media Usage by Different Generations as a Tool for Sustainable Tourism Marketing in Society 5.0 Idea. Sustainability. 2021; 13(3):1018. https://doi.org/10.3390/su13031018

Chicago/Turabian Style

Hysa, Beata, Aneta Karasek, and Iwona Zdonek. 2021. "Social Media Usage by Different Generations as a Tool for Sustainable Tourism Marketing in Society 5.0 Idea" Sustainability 13, no. 3: 1018. https://doi.org/10.3390/su13031018

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