The role of conspicuous and status consumption in the effect of image-based social media usage on holiday preferences: A study on intergenerational differences

In this age of technology, social media platforms have become an important element in holiday preferences. When we look at the studies on this subject in general, it is seen that the internet and social media are the most frequently used platforms in the travel and holiday decision-making process, such as gathering information, determining and evaluating alternatives, and also as channels where experiences are shared during or after the holiday. As social media platforms become more prevalent in our lives, it is seen that they are used for purposes such as creating an image and reinforcing the existing image, and this use is increasing day by day. So that it is now seen that social media platforms are used not only to collect information, but also to inform others about different, special, authentic, unique experiences that contain status symbols. Therefore, as a result of these actions, the use of social media is increasing with intentions such as having a positive image and gaining status and prestige. Based on this approach, it was aimed to reveal the effect of image-based social media use on holiday preferences and the role of conspicuous consumption and status consumption in this effect. In addition, the role of generation differences in this relationship was included in the subject and comparisons were made with individuals of different generations. Within the scope of this study, which tries to reveal the role of conspicuous consumption and status consumption and intergenerational differences in the effect of image-based social media use on holiday preference, a total of 1784 survey data were obtained, but analyzes were carried out on 991 data that served the purpose of the research. When the findings obtained as a result of the analyzes were examined, it was revealed that there were significant differences between the image-based social media usage and holiday preferences of the generations, and that conspicuous consumption and status consumption tendencies had a mediating effect at the significance level, especially in the effect of image-based social media usage of Generation Y and Z individuals on holiday preferences. As a result of the findings, the results that obtained and the recommendations developed for the X, Y and Z generations are presented.