Master's Thesis from the year 2019 in the subject Communications -
Public Relations, Advertising, Marketing, Social Media, grade: 2,
University of applied sciences (Tourism & Leisure Management), language:
English, abstract: The main objective of this master thesis 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 thesis 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. For the
secondary research, relevant books, articles, journals, studies and
websites have been used. To answer the research questions properly, a
quantitative research method in the form of an online questionnaire
according to the expectation, motivation and attitude model was applied.