Influence of social networks on travel decisions of Taiwanese millennials and centennials

New academic article on the influence of social networks on the travel decisions of the millennial and centennial Taiwanese population, carried out in collaboration between three EUM teachers and a researcher from the Department of Business, a former student of the Double Degree in Tourism and Marketing.

The International Journal of Tourism, Business and Territory has published in its issue 8(2) (December 2024) the article entitled “Influence of social networks on the travel decisions of the Taiwanese millennial and centennial population. El caso de los jóvenes de Taichung” (https://journals.uco.es/riturem/article/view/17711), written by Professor Dr. Óscar Gutiérrez Aragón, Professor Dr. Ariadna Gassiot Melian (until last year, member of the faculty of the School), Professor Dr. Gaspar Berbel-Giménez and the researcher of the Department of Business Lindsay Joy Rapisura Chipongian, former student of the Double Degree in Tourism and Marketing of EUM.

The main objective of the research is to analyse how the use of social media influences travel planning and destination decisions of Taiwan’s millennial and centennial population, concluding that social media has a significant influence on the travel decisions of young Taiwanese and that the degree of trust in tourism content on these platforms is higher among women than men and, in general, among centennials than millennials.

This work also highlights the impact of digital trends on global tourism decisions, providing tools for tourism professionals to optimise their social media presence. The research not only enriches academic knowledge, but also reaffirms EUM’s commitment to the analysis of social dynamics and their relationship with tourism.

We invite you to read the full academic article: INFLUENCE OF SOCIAL NETWORKS ON TRAVEL DECISIONS OF TAIWANESE MILLENNIALS AND CENTENNIALS. THE CASE OF THE YOUNG PEOPLE OF TAICHUNG