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4. Results
The results of the qualitative interviews reveal clear generational differences in
post-trip social media use and interaction, as well as in the extent to which these
interactions influence participants’ emotions and satisfaction. The findings are presented
in the following way:
4.1. Generational differences in post-trip social media use and interaction
4.1.1. Differences in the level of use and the role of social media use
Across age groups, differences first appear in how frequently social media is used
and what role it plays in daily life.
For older generations (Baby Boomers and Gen X), social media tends to be used in a
more limited and supportive way, usually for 1-3 hours a day. It mainly serves as a tool to
stay connected and keep updated rather than something central to their routines. When
sharing travel experiences, their focus is largely on keeping memories and informing
family members or close friends.
“For me, it’s mostly about keeping those memories and sharing them with my
siblings and grandchildren.” (Baby Boomer 1)
“I simply want to keep the memories and share them with my friends and family.”
(Gen X 2)
Meanwhile, younger generations (Gen Y, Gen Z, and Gen Alpha) show a much
higher level of engagement. Social media is more embedded in their everyday activities,
not only for communication but also for entertainment, work, and self-expression. While
Gen Y still balances between sharing memories and expressing personal experiences, Gen
Z and Gen Alpha place more emphasis on showing their lifestyle, building a personal
image, and engaging with trends.
“I want to share my happy experiences with my friends and family.” (Gen Y 2)
“My main purpose is just to show off my trip to everyone… and posting it also helps
me build my personal image, showing that I’m someone who loves to travel and enjoys
life.” (Gen Z 1)
“I mainly want to show my friends that I've traveled to this place and had many fun
experiences.” (Gen Alpha 1)
4.1.3. Generational differences in post-trip social media interaction behaviors
(COBRA framework)
4.1.3.1. Differences in behavior related to viewing and following travel-related
content
Based on the findings from the in-depth interviews, the first evident generational
difference in social media interaction behaviors after a trip is reflected in participants’
viewing and following behaviors toward travel-related content. This difference is
particularly apparent in the frequency with which they revisit such content and the
purposes underlying their revisiting behavior.
Among Baby Boomers, returning to previously viewed travel posts is rarely
observed. Access to content is primarily limited to quick glances when posts or images
incidentally appear on their news feeds, rather than actively searching for or revisiting
travel-related content.
“Not really, if I see it while browsing, I'll watch it.” (Baby Boomer 1)
“I don't re-watch it, if I see it while browsing, I'll only watch it once.” (Baby Boomer 4)
This shows that the re-watching behavior in this group is mainly personal and
infrequent.

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