30. Understanding Indonesian Generation Z Pre- and Post-Travel Behavior on Social Media: A Netnographic Study Using TikTok Data

This chapter delves into the travel behaviors of Indonesian Generation Z, focusing on their pre- and post-travel activities on social media, particularly TikTok. The study reveals that Gen Z travelers are heavily influenced by social media, with a strong preference for user-generated content and a desire for unique, Instagram-worthy experiences. The research highlights the impact of FOMO (fear of missing out) and the role of unverified accounts in shaping travel decisions. Additionally, the study explores how Gen Z's digital fluency and social connectivity influence their travel planning and sharing habits. The findings suggest that Gen Z travelers prioritize experiences over material possessions and are mindful of budget constraints. The chapter also discusses the shift in hashtag trends on TikTok, indicating a move towards more personalized and destination-specific recommendations. Overall, the study provides valuable insights into the evolving travel behaviors of Generation Z in the digital age, emphasizing the importance of social media in their decision-making processes.