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2.2.4. The moderating role of generational cohorts
Since the social media practices and motivations are sharply varied across
generational cohorts, differences are expected in how individuals engage with social
media and how such engagement influences their emotional responses and satisfaction.
→ Research Question 4: How do generational differences shape the relationship
between social media interaction, positive emotions, and travel satisfaction?
3. Methodology
3.1 Data source
Research data were collected through semi-structured interviews conducted with
study participants. This method was chosen for its flexibility in combining guiding
questions with open-ended discussions, enabling in-depth exploration of participants’
perspectives, perceptions, and underlying motivations. All interviews were conducted in
Vietnamese to avoid language barriers, with only the researcher and interviewee present
to ensure data integrity.
A non-probability sampling approach was employed, combining purposive and
quota sampling. Purposive sampling ensured participants met specific criteria: (1)
Vietnamese nationality, (2) at least one domestic trip within the past six months, and (3)
engagement in social media after travel. Quota sampling was applied to achieve
generational representation across five cohorts: Baby Boomers, Generation X, Generation
Y, Generation Z, and Generation Alpha, with four participants in each group (N = 20).
Ethical standards were strictly observed, particularly for minor participants in
Generation Alpha. In accordance with Vietnam’s Law on Children (2016), parental or
guardian consent and participant assent were obtained. Participants were informed of
their rights, including voluntary participation and withdrawal. All data were anonymized,
securely stored, and used solely for academic purposes.
A total of 20 participants were interviewed between December 27, 2025, and
January 29, 2026. Each interview lasted between 25 and 30 minutes and was audio-
recorded and transcribed verbatim with consent. Data collection continued until
saturation was reached. The sample was evenly distributed across generations to support
comparative analysis of intergenerational differences in tourism perceptions and
behaviors. The demographic characteristics of the 20 interviewees are presented in
Table1
Table 1. Demographics of interview samples
Year of Social media use Travel frequency
Generation Gender Occupation
birth frequency (hours/day) (times/year)

Baby Female 1960 Farmer 2-2,5 1-2
boomer 1

Baby Male 1948 Retiree 2 1
boomer 2

Baby Female 1952 Retiree 3 2
boomer 3
Baby Female 1956 Farmer 2-3 1
boomer 4

Freelance
X 1 Female 1974 2-3 3-4
business

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