ANALYSIS ON SOCIAL MEDIA, LEVEL OF FINANCIAL LITERACY, AND THE TOURIST BEHAVIOR OF GENERATION Z IN MALAYSIA

Abstract

In the contemporary period characterized by widespread digital connectivity, social
media has developed as a highly influential platform that surpasses geographical
limitations and exerts considerable impact on several facets of modern existence.
From a simple communication instrument, social media has evolved into a complex
ecosystem that influences and reflects societal values and trends. It explores how
these platforms facilitate the distribution of travel-related information and affect
destination selections. This study not only delves into the impact of social media on
the tourism industry but also emphasizes its role in shaping societal values and
trends. It determines the use of social media, the influence of social media, financial
literacy, and tourist behaviors among Generation Z in Malaysia. This quantitative
study uses a cluster sampling technique to collect data from 125 respondents
(n=125). Data was analyzed using IBM SPSS version 29 using descriptive statistics,
and the mean score obtained for all variables between 3.21 and 4.20 was
considered high. The results showed the use of social media (Mean: 3.957), social
media influences (Mean: 4.077), financial literacy (Mean: 3.665), and tourist
behaviors (Mean: 4.119) among Generation Z individuals in Malaysia. The
implications of the study's findings hold significant relevance for the tourism sector in
Malaysia. Initially, tourist operators must utilize social media platforms as a means to
effectively advertise and market their offerings to the demographic of Generation Z
passengers. In addition, they should cultivate associations with influential figures in
social media to expand their reach to a broader demographic. Furthermore, tourism
operators must impart knowledge to tourists regarding the significance of financial
literacy. In addition, they should provide tourists with appropriate tools and
resources to effectively manage their finances and allocate budgets for their travel
endeavors.

Keywords: Generation Z; Social media; Financial literacy; Tourist behavior