Influence of Instagram and YouTube User-Generated Content on Generation Z Travel Decision-Making: The Mediating Roles of Destination Image and Credibility

Mr. VIJENDRA KUMAR , Dr. Bushra Mateen

Generation Z; Destination Image; Content Credibility; Travel Decision-Making; Social Media Influence.

User-generated content (UGC) in social media is emerging as a major determinant of travel intention. This study examines the influence of Instagram and YouTube UGC on the travel decision-making of Gen Z. The study also investigates the mediating roles of destination image and content credibility in travel decisions. A quantitative and causal research design has been used in the study, and data were collected from 300 university and college students through an online questionnaire. To test the proposed hypotheses, descriptive statistics, correlation analysis, regression models, and mediation analysis were used. The findings reveal that Instagram UGC affects travel decisions only indirectly through destination image and credibility. indicating full mediation. However, YouTube UGC demonstrates both direct and indirect effects. This suggests that YouTube has a stronger impact on persuading travel decisions of Gen Zs because of its immersive and informative format. Destination image was found to be the dominant mediator, and credibility further strengthened trust and reduced uncertainty across both platforms. The study also contributes to the literature of digital tourism by comparing the influence pathways of Instagram and YouTube and presenting an integrated model of Gen Z travel behaviour.

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"Influence of Instagram and YouTube User-Generated Content on Generation Z Travel Decision-Making: The Mediating Roles of Destination Image and Credibility", IJSDR - International Journal of Scientific Development and Research (www.IJSDR.org), ISSN:2455-2631, Vol.11, Issue 1, page no.b328-b334, January-2026, Available :https://ijsdr.org/papers/IJSDR2601144.pdf

Volume 11 Issue 1, January-2026

Pages : b328-b334

Paper Reg. ID: IJSDR_307021

Published Paper Id: IJSDR2601144

Downloads: 000431

Research Area: Social Science All

Country: RAMNAGAR NAINITAL, UTTARAKHAND, India

Published Paper PDF: https://ijsdr.org/papers/IJSDR2601144

Published Paper URL: https://ijsdr.org/viewpaperforall?paper=IJSDR2601144

DOI: https://doi.org/10.56975/ijsdr.v11i1.307021

ISSN: 2455-2631 | IMPACT FACTOR: 9.15 Calculated By Google Scholar | ESTD YEAR: 2016

An International Scholarly Open Access Journal, Peer-Reviewed, Refereed Journal Impact Factor 9.15 Calculate by Google Scholar and Semantic Scholar | AI-Powered Research Tool, Multidisciplinary, Monthly, Multilanguage Journal Indexing in All Major Database & Metadata, Citation Generator

Publisher: IJSDR(IJ Publication) Janvi Wave

This work is licensed under a Creative Commons Attribution 4.0 International License and The Open Definition