Impact of Visual eWOM on Gen Y Versus Gen Z Tourists’ Booking Intentions

This study investigates how visual electronic word-of-mouth (eWOM) on Instagram influences booking intentions in the HORECA sector, with a particular focus on generational differences between Generation Y and Generation Z. A deductive approach was employed using quantitative data collected from 300 international tourists representing both generations (n=300) from 42 countries. Data were analyzed through SPSS and Hayes’ Process Macros to examine the relationships between eWOM elements and booking behavior. The results reveal that visual eWOM, i.e., photos, significantly affects booking intentions, with notable generational differences in the perception of destination appeal and credibility. Moreover, visual eWOM mediates the relationship between information quality, destination fascination, user-generated content, and booking behavior. The study provides actionable insights for digital marketers in the hospitality and tourism industry. Specifically, it suggests that Instagram strategies should be tailored to generational preferences to maximize eWOM sharing and engagement, leading to enhanced booking intentions. By integrating generational perspectives into the analysis of visual eWOM, this study contributes to a deeper understanding of how social media influences tourist decision-making, offering both theoretical and practical value for tourism marketing research and practice.