UNDERSTANDING GENERATION Z'S SOCIAL DECISION-MAKING IN TRAVEL

Purpose - To propose a new decision-making process that Generation Zers adopt when they shop for travel and tourism services through social and mobile applications (i.e., hotels, airlines, attractions, and restaurants). Design - A qualitative research was used to explore the changes and unique characteristics of the Generation Z's different stages of social travel decision-making. Methodology - A conceptual approach that relies on an extensive literature review of classical decision-making models reflecting the changes and differences in each stage in the process. Approach - The authors rely on Engel-Kollat-Blackwell's (EKB) consumer decision-making model as a base to understand and propose a modified model. Findings - The authors propose a new social decision-making process model for Generation Z. The proposed model consists of five stages and each step is deeper and more complex than ever before. These stages are as follows: 1) Inspiration, 2) Need for Social Recognition, 3) Planning, Search and Evaluation, 4) Booking, and 5) Post-Booking Evaluation. Originality of the research - The paper is the first study to propose a unique decision-making process for Generation Z travellers in the realm of social and mobile business.