Digitalization and Tourism: How X, Y, and Z Generations Make Travel Decisions in the Online Era
Zsuzsanna Ivancsóné Horváth , Marcell Kupi, Viktória Kundi
Geojournal of Tourism and Geosites
Year XVIII, vol. 60, no. 2spl, 2025, p.1302-1314
Abstract
This study aims to explore the impact of digitalisation on the travel decision-making process of Generation X, Y, and Z, as well as to identify generational differences in tourism consumer behaviour. The research places particular emphasis on the role of information sources and variations in decision-making preferences. The study employs a quantitative research approach, analysing the travel decision-making habits of different generations through survey-based data collection. A literature review was conducted to examine intergenerational differences and the relationship between digitalisation and travel -related decision-making. Results and discussions: The indings indicate that digitalisation influences travel decisions across all generations, albeit in different ways. Trust and personal recommendations play a crucial role for Generation X, whereas Generation Y relies more heavily on online reviews. In the case of Generation Z, social media and digital channels have a decisive influence. The study also highlights that price remains a key factor for all generations; however, expectations regarding quality and information-seeking behaviours differ. Generation Y and Z exhibit a higher demand for visual content and real-time information, while Generation X tends to value reliability and detailed planning. Furthermore, the results show a clear trend toward mobile-first decision-making among younger users, especially within Generation Z. The study’s findings contribute to the development of tourism marketing strategies by enabling the more effective application of generation-specific communication tools. Based on the results, recommendations can be made for tourism service providers regarding the optimisation of their digital presence and customer communication. The insights gained can also support designing personalised digital campaigns, enhance customer engagement, and foster loyalty among different generational segments in the evolving digital tourism landscape.
Keywords: digitalisation, generational differences, tourism consumer behaviour, impact of social media, travel decision-making, dtc, tourism marketing
