Date Published: June 11, 2019
Publisher: Public Library of Science
Author(s): Gonzalo Luna-Cortés, Luis Miguel López-Bonilla, Jesús Manuel López-Bonilla, Jarosław Jankowski.
This research focuses on the relationship of self-congruity and perceived social value with the interpersonal connections established by Generation Y tourists in virtual social networks. A quantitative study was performed using a sample of young travelers from Spain. The methodologies of Confirmatory Factor Analysis (CFA) and Structural Equation Models (SEM) were used to analyze the results. The findings of the research show that self-congruity influences the perceived social value; the perceived social value leads to satisfaction and the creation of interpersonal connections in virtual social networks; and the interpersonal connections in virtual social networks influence the use of these tools by Generation Y travelers.
Generation Y (Millennials) is an important group of travelers in current tourism. They are young consumers who seem to feel the need for traveling and living new experiences more than previous generations did. Currently, they are a key target for many companies. Their consumer habits and the use of the new technologies might have an impact on the future of the tourism industry .