Behavior following on travel facebook fanpage of Generation Z tourist

Abstract

          This research aimed to investigate the behavior following on travel Facebook fanpage of Generation-Z tourists. Qualitative method was used in this study. The data was collected from 36 followers of travel Facebook fanpage with snowball sampling. Semi-structure in-depth interview was instrument; and content analysis was used in this research.

          The results showed that factors affected to behavior following on travel Facebook fanpage featuring eight dimensions: page identity, content, program quality, ethic and rudeness, response, promotion and advertising, life-style congruence, and followers. The implications and future researches was recommended in this study.