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A utilização dos media sociais pela Geração Z na jornada turística
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Resumo(s)
O turismo tem sido um dos setores económicos com maior crescimento a nível global, impulsionado, em grande parte, pelo desenvolvimento tecnológico dos media sociais, que atuam como facilitadores desse progresso. Estas plataformas desempenham um papel fulcral na promoção dos destinos e na tomada de decisão dos viajantes, ao longo de todas as fases da jornada turística. Esta investigação teve como propósito compreender a utilização dos media sociais pelos turistas da Geração Z, nas cinco fases da jornada turística. Inserido no âmbito do marketing digital, o estudo centra-se nos media sociais enquanto canais essenciais no ecossistema online, que facilitam o acesso à informação turística, simplificam processos de logística e de reserva, e promovem a comunicação entre viajantes. A metodologia utilizada foi de natureza quantitativa, com a aplicação de um questionário online a indivíduos da Geração Z que realizaram pelo menos uma viagem, nos últimos dois anos, com estadia superior a 24 horas. A amostra contou com 100 respostas válidas, que permitiram avaliar os comportamentos, preferências e motivações relativamente ao uso dos media sociais, antes, durante e após a viagem. Os resultados revelaram que a utilização dos media sociais varia consoante a fase da jornada turística, sendo mais intensa na fase de pesquisa e planeamento, com diferenças significativas entre as fases antes, durante e após a viagem. Observou-se uma correlação positiva entre o uso dos media sociais e a partilha de conteúdos durante a viagem. A confiança nos media sociais demonstrou ser um fator relevante para a partilha de conteúdo, sobretudo no pós-viagem. Este estudo oferece contributos para o desenvolvimento de estratégias de marketing digital mais eficazes, focadas no perfil e comportamentos da Geração Z.
ABSTRACT: Tourism has been one of the fastest-growing economic sectors globally, largely driven by the technological development of social media, which act as key enablers of this process. These platforms play a crucial role in destination promotion and in influencing travellers’ decision-making throughout all stages of the tourist journey. This study aimed to understand how Generation Z tourists use social media across the five stages of the tourist journey. Framed within the field of digital marketing, the research focuses on social media as essential channels in the online ecosystem, facilitating access to tourist information, streamlining logistical and booking processes, and promoting communication among travellers. A quantitative methodology was used, using an online questionnaire administered to individuals from Generation Z who had taken at least one trip in the two last years, with a stay of over 24 hours. The sample consisted of 100 valid responses, enabling the evaluation of behaviours, preferences, and motivations regarding the use of social media before, during, and after the trip. The findings revealed that social media usage varies depending on the stages of the tourist journey, with the highest intensity observed during the research and planning stage, and significant differences identified between the pre-trip, during-trip, and post-trip stages. A positive correlation was observed between social media use and content sharing during the trip. Trust in social media was shown to be a relevant factor in content sharing, particularly after the trip. This study contributes to the development of more effective digital marketing strategies, tailored to the profile and behaviours of Generation Z.
ABSTRACT: Tourism has been one of the fastest-growing economic sectors globally, largely driven by the technological development of social media, which act as key enablers of this process. These platforms play a crucial role in destination promotion and in influencing travellers’ decision-making throughout all stages of the tourist journey. This study aimed to understand how Generation Z tourists use social media across the five stages of the tourist journey. Framed within the field of digital marketing, the research focuses on social media as essential channels in the online ecosystem, facilitating access to tourist information, streamlining logistical and booking processes, and promoting communication among travellers. A quantitative methodology was used, using an online questionnaire administered to individuals from Generation Z who had taken at least one trip in the two last years, with a stay of over 24 hours. The sample consisted of 100 valid responses, enabling the evaluation of behaviours, preferences, and motivations regarding the use of social media before, during, and after the trip. The findings revealed that social media usage varies depending on the stages of the tourist journey, with the highest intensity observed during the research and planning stage, and significant differences identified between the pre-trip, during-trip, and post-trip stages. A positive correlation was observed between social media use and content sharing during the trip. Trust in social media was shown to be a relevant factor in content sharing, particularly after the trip. This study contributes to the development of more effective digital marketing strategies, tailored to the profile and behaviours of Generation Z.
Descrição
Dissertação de Mestrado, Ciências Económicas e Empresariais, 05 de março de 2026, Universidade dos Açores.
Palavras-chave
Geração Z Jornada turística Marketing digital Media sociais
Contexto Educativo
Citação
PEREIRA, Jéssica da Silva. (2025). A utilização dos media sociais pela
Geração Z na jornada turística. Ponta Delgada: Universidade dos Açores, 2025, 71 p. Dissertação de Mestrado em Ciências Económicas e Empresariais. Disponível em http://hdl.handle.net/10400.3/8980