The Impact of Instagram. An analysis of Instagram's Impact on Generation Z when choosing an Austrian Spa

      Аннотация: Social media is a very powerful tool in today's business and the impact on society is proved. But to what extent has the social media platform Instagram an impact on Generation Z? The main objective of this book is to investigate whether Instagram has an impact on Generation Z’s decision-making behaviour when choosing an Austrian spa facility. According to the determined research questions, this book aims to examine as well to what extent a professional Instagram account has an impact on the decision-making process, what the motivations are to use Instagram regarding a wellness stay and how Generation Z perceives the Austrian spa industry. In addition, recommendations for an enhanced Instagram performance for Austrian spa’s will be given. To answer the research questions properly, a quantitative research method according to the expectation, motivation and attitude model by J. Gnoth was applied. Through the research process, the author came to the conclusion that Instagram’s impact will increase continuously in the future. In addition, Austrian spas should enhance their Instagram performance to attract more potential Generation Z visitors.

Ключевые слова: Social Media, Instagram, Wellness and Spa Industry, Generation Z, Consumer behaviour