Build Indonesian Gen-Z Trust on Travel Planning Process Through Social Media

Future of tourism depend on the ways people thinking before going on a trip. In this sense, social media has transformed the way people make decisions on travel planning process and build trust. This study examines the intricate relationship between social media, trust, and travel planning process on Indonesian Generation Z (Gen-Z). SmartPLS analysis method confirm formulated hypotheses and reveal the profound impact of social media platforms in shaping trust among Gen-Z travelers that influence their travel decisions. Moreover, trust emerges as a crucial mediator between social media and travel planning process. Therefore, the validated hypotheses suggest tourism stakeholders to emphasizing authenticity and transparency on digital tourism content. Additionally, tourism destination management should strategically harness and consider social media application to align with Gen-Z preferences, trust-building and tool for digital engagement. The research stimulate discussion on tourism future consumers behaviour and deliver thought-destination management. Further study can escalate the examination to discuss future-proof brands for tourism industry.