Digital Marketing Strategies to Attract a New Generation of Tourists

Abstract

The article examines the peculiarities of consumer behavior of Generation Z tourists, who predominantly use smartphones, prefer Instagram over other social networks such as Facebook, YouTube and Twitter, and spend a significant part of their time in the online space, using social networks as a source of information before traveling and for planning their trips. The article is aimed at studying the features of consumer behavior of Generation Z in tourism and developing digital marketing offers to attract Generation Z. The study revealed the importance of influencer marketing, since consumers are more likely to trust the recommendations of independent experts rather than directly brands. It is determined that the dynamic nature of the tourism industry requires flexibility in response to market changes and the development of original marketing approaches, and therefore causes the need to implement an influencer marketing strategy in social networks, which will contribute to influencing the purchasing decisions of consumers, in particular, Generation Z, which makes it an important tool in the tourism sector. As a result of the study, a number of specific characteristics of Generation Z as a promising group of active tourists were identified, namely: digitalization of travel, orientation to experience, activity in social networks, high expectations for personalization, focus on sustainable tourism, price sensitivity, flexibility in planning, inclination to travel in the company, trust in reviews and recommendations, multifunctionality. This made it possible to develop marketing areas for effective work with this market segment: digital presence and mobility, cooperation with influencers, environmental responsibility, individualization of offers, experience beyond comfort, gamification of interaction with customers, formats for digital nomads, fast and convenient service, flexible pricing policy, “Bring a friend” programs. Also, these areas are adapted to Ukrainian modern conditions. The implementation of these marketing proposals will increase the effectiveness of attracting Generation Z to tourist destinations. Overall, the study contributed to existing knowledge about influencer marketing and Gen Z behavior, providing valuable insights for industry professionals on how to engage this category of consumers and deepening understanding of this dynamic and influential demographic.