Young adults' travel habits in Greece and how they are affected by social media
Santorinakis, Konstantinos (2026)
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202604227403
https://urn.fi/URN:NBN:fi:amk-202604227403
Tiivistelmä
Social media has become an integral part of our daily lives for all people, and even more so for young adults. Beyond entertainment, they also influence users in many sectors such as tourism. They have evolved into an important tool for organizing trips and promoting travel trends, since their influence on the travel community is enormous. Platforms such as Instagram, TikTok, etc. constantly expose travel-related content that is capable of shaping preferences, decisions and, more generally, the experience before and after a trip.
The purpose of this thesis is to investigate the way in which social media influences the decisions of young adults in Greece during the planning of a trip. The study focuses on which platforms have the greatest impact on this topic, the way in which they influence travelers, but also on what expectations are created.
The theoretical background of this thesis consists of the role of social media in influencing travelers through influencers and content creators, and their role as a source of travel information. The research was conducted using a quantitative research method, a questionnaire survey.
The findings of the study show that social media has a major impact on the entire travel process. The increased interest in certain destinations that have been highly featured on social media is one of the main findings. In contrast, the influence of influencers on the travel community is limited, as young adults trust content that seems authentic more than promotional content.
The purpose of this thesis is to investigate the way in which social media influences the decisions of young adults in Greece during the planning of a trip. The study focuses on which platforms have the greatest impact on this topic, the way in which they influence travelers, but also on what expectations are created.
The theoretical background of this thesis consists of the role of social media in influencing travelers through influencers and content creators, and their role as a source of travel information. The research was conducted using a quantitative research method, a questionnaire survey.
The findings of the study show that social media has a major impact on the entire travel process. The increased interest in certain destinations that have been highly featured on social media is one of the main findings. In contrast, the influence of influencers on the travel community is limited, as young adults trust content that seems authentic more than promotional content.