INSTAGRAMMABLE DESTINATIONS: DECIPHERING GREEK MILLENNIALS' TRAVEL DECISIONS IN THE SOCIAL MEDIA EPOCH

Abstract

Millennials, or Generation Y, born roughly between 1980 and 1994, constitute a distinct demographic cohort characterized by their deep immersion in the digital age. For Millennials, computers and mobile devices are not mere luxuries but integral components of daily life. Social media platforms have particularly gained prominence within this generation, with the average Millennial spending approximately 2 hours and 38 minutes per day on multiple social media accounts.

Concurrently, the tourism industry has witnessed a significant shift in consumer behavior, as travelers increasingly turn to social media for travel-related information and experiences. The Internet and social media platforms have fundamentally transformed the dissemination and planning of travel, granting travelers new avenues for personal expression and communication. This evolution has given rise to profound changes in how consumers seek, evaluate, produce, purchase, and engage with travel-related information, products, and services. Travelers now not only extract information from social media but actively contribute by sharing their personal experiences, opinions, comments, reviews, and recommendations.

Understanding the dynamic relationship between Millennials and the utilization of social media for travel-related purposes is crucial for both academia and the tourism industry. This study explores the intricate interplay between Millennials, their extensive social media engagement, and the evolving landscape of travel information consumption, creation, and interaction