The impact of Instagram usage of generation Z towards travel decision, behavior and motivation in Uzbekistan

The tourism sector is an essential part of Uzbekistan's economy. Since technology and digital marketing have been developing, the tourism industry also has come across alterations. As a result, a number of entities integrated social network trends into the tool that attracts Generation Z. Most users of Instagram are aged between 18-25 years old. During the last decade, Instagram has become one of the most popular platforms among social networks. Instagram became the primary platform to share photos and stories about daily life and experiences. Thus, the purpose of this study is to grasp Instagram’s influence on the behaviour, motivation, and decision-making process of Generation Z. The results collected from the research can be helpful in tourism and destination marketing to generate new flows of potential customers. The descriptive research method was used to collect data via the random quantitative method. The research was conducted in the form of an online survey around Uzbekistan. Statistical Package for Social Sciences or SPSS was used to analyze the gathered survey data. According to the study outcome, respondents' answers were analyzed by the statistical "Mean." Likert scale was used to describe to what extent the respondents agree or disagree with the questionnaire's given statements. Many respondents travel no more than three times a year, but more respondents use Instagram every day to search accounts and write direct messages. And they are more influenced by Friends/Families.