Generation Z's sharing of travel-related content on social media: The role of personality traits
(A2025-123635)

AUTHORS

Jan Jensen, University of Southern Denmark; Anne-Mette Hjalager, University of Southern Denmark; Yingkui Yang, University of Southern Denmark

ABSTRACT

Abstract. The study investigates the relationship between Generation Z’s personality traits and their sharing of travel-related content on social media. The sharing of travel-related content captures aspects such as posts of travel content and selfies as well as conspicuous consumption and status-seeking. Based on a literature review, 13 hypothesised relationships between personality traits and sharing of travel-content on social media are suggested. Online-survey data from 314 Generation Z respondents was collected through a convenience sample. Results confirm our suggested adaption of existing grandiose and vulnerable narcissism measures to a travel-related context. Additionally, a significant portion of Generation Z share travel-related content on social media. Results reveal several noteworthy correlations, as well as a lack of correlations, providing valuable insights for both academic researchers and tourism practitioners.