To what extent do Millennials and Generation Z prioritise authenticity in user-generated content when making travel decisions?
The aim of this research is to investigate the importance of authenticity in user-generated content for Millennials
and Generation Z when making travel decisions.
The research objectives include:
• To undertake a literature review in the area of authenticity in user-generated content when Millennials and
Generation Z making travel decisions.
• To identify the factors that influence the perception of authenticity in user-generated content among Millennials
and Generation Z.
• To determine the role of authenticity in user-generated content.
Research question: How does authenticity in user-generated content influence Millennials and Generation Z
travel decisions?