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from a close friend or acquaintance, I’ll interact with it anyway.” (Gen Z 4)
“If the content is relatable, matches my experiences, or has an attractive format.” (Gen
Alpha 3)
4.1.3.3. Differences in social media content creation behavior
In addition to post-trip interactions (such as likes, comments, and shares),
generational differences are also evident in content creation behavior, including the level
of proactive posting, the format and creativity of shared content, and perceptions of the
“authenticity” of what is posted.
Significant generational differences are observed in post-trip social media content
creation, including the level of proactiveness, content formats, and perceptions of
authenticity.
Baby Boomers and Generation X demonstrate low levels of proactiveness, with
posting occurring infrequently and typically only after the trip has concluded. Content
creation in these groups is limited in both frequency and effort.
“Yes, but rarely; I only post photos if I travel.” (Baby Boomer 1)
“I rarely proactively create content about my trip.” (Baby Boomer 2)
In terms of format, they tend to use simple and traditional forms, such as posting
photos with short captions, mainly on platforms like Facebook or Zalo. Editing is minimal or
absent, often due to limited proficiency or lack of interest.
“I don’t edit anything about the images or text; it’s mostly my honest feelings. I don’t
see the need to edit anything, and besides, I’m not proficient in editing tools.” (Baby
Boomer 2)
“…I don’t know how to edit photos, and the photos I post already have their own
beauty…” (Gen X 4)
Generation Y demonstrates a moderate to high level of proactiveness, with content
creation being selective and dependent on the presence of memorable experiences.
“…I mainly create posts after traveling, when I have memorable experiences or fun
events.” (Gen Y 1)
“…I have to see if the trip has any memorable moments or what the scenery was
like before I post.” (Gen Y 4)
This group also shows internal variation in content practices. Some individuals
prefer to maintain authenticity without editing, while others apply moderate editing to
enhance visual appeal without experiencing strong social pressure.
“I share my trip as it actually is… I’m not advertising for that place, so there’s no need to
make it look better than it is.” (Gen Y 1)
“I do edit my photos, but I don’t feel much pressure.” (Gen Y 2)
In contrast, Generation Z and Generation Alpha demonstrate very high and often
immediate levels of content creation. Posting is not only a way to document experiences
but also an integral part of completing and enhancing the travel experience.
“…After each trip, the first thing I think about is whether I have beautiful photos to
post…” (Gen Z 2)
“Creating content helps me look back at the entire trip, rearrange the beautiful
moments and positive emotions. The trip also becomes more complete, like closing a
chapter.” (Gen Alpha 4)
These generations also adopt diverse, visually oriented formats, including Instagram
Stories, Reels, and short-form videos on platforms such as TikTok, Locket, and Threads.

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