Honors College Theses

Publication Date



Marketing (BBA)

Document Type and Release Option

Thesis (open access)

Faculty Mentor

Kristen Ruhland


This research project examines Generation Z’s use of TikTok’s and YouTube’s user-generated content (UGC) for travel advice related to accommodation, activities, cuisine, and other tourist practices. As this generation ages and enters the consumer market, continued research is needed to implement marketing strategies with the most significant influence. This study will examine the younger generations' behaviors and help the tourism industry understand its rising target market in comparison to Generations X and Y. This study is conducted through a non-experimental systematic literature review of the subject. This research provides information from various sources on topics such as Generation Z, TikTok, YouTube, user-generated content, and travel characteristics. The research findings conclude that on both platforms, TikTok and YouTube, user-generated content can have tremendous reach when used as part of the tourism industry’s marketing strategy. Each platform has its individual purpose: to serve content creators and viewers. Businesses must decide on the usage that aligns with their goals. From a broader perspective, the study creates value for the tourism industry by providing information relative to marketers creating social media strategies.

Included in

Marketing Commons