THE IMPACT OF INFLUENCER ON GENERATION Z IN TOURISM SECTOR

Abstract

In recent years, the tourist environment has changed dramatically, owing primarily to the growth of social networking influencers and their enormous influence on Generation Z. This technologically advanced generation, aged during the mid-1990s and the beginning of the 2010s, has emerged as an important demographic to the tourism sector, with influencers playing a critical role in molding their travel preferences and experiences. One of the most important parts of influence is the genuineness and connection that influencers offer to the table. Generation Z appreciates personal relationships and real experiences, and influencers, who are frequently viewed as more approachable and personable, may instill trust in their followers. Influencers promote locations in an approach that connects with Generation Z's ambitions and aspirations, fostering a strong interest in travel. Influencers mostly use social media platforms like TikTok, YouTube, and Instagram to highlight their trip experiences. These platforms offer visually rich and engaging surroundings, allowing influencers to create narratives that go beyond traditional advertising. Generation Z, who are ardent users of social platforms, get inspiration and assistance for their travel plans from influencers who highlight not just renowned tourist destinations but also off-the-beaten-path sites, responding to the generation's quest for original and genuine experiences. Furthermore, influencers have had a significant impact on Generation Z's perceptions regarding environmental responsibility and responsible tourism. As this generation becomes more aware of environmental challenges, celebrities that promote eco-friendly behaviors and highlight sustainable travel possibilities align with their ideals. The focus on responsible tourism by influencers has pushed Generation Z to prioritize places and activities that address their ecological and ethical concerns.