Fear of Missing Out (FoMO): Determinant Of Travel Behavior Among Gen Z Tourists

This study aims to analyze whether Fear of Missing Out influences the travel behavior of Gen Z tourists by conducting a closed-ended survey through Google Forms to the 168 selected Gen Z tourists among the selected academic courses from Bulacan State University, Malolos campus. The findings disclosed that moderate FoMO is experienced by the respondents were triggered by social media, peer influences, and trends. As these elements drive the Travel interest, intensity of FoMO varies. On top of that FoMO based sales promotion affects the travel behavior of Gen Z, although the impact varies, High-value promotions are more effective in influencing their decision. Furthermore, it was revealed that their travel decisions in terms of travel frequency, destinations, and spending behavior are influenced by peer recommendations and financial considerations, balancing both personal desires and peer pressure. The result shows, specifically, the FoMO drivers: social media influence and trend awareness molds their travel behavior. However, the effect varies, with some being influenced strongly than others. Finally, this study provides an insightful perspective on how Gen Z FoMO plays a significant role in their travel behavior. This study will surely be a guide to tourism marketers and the travel industry professionals on how they will cater to the big portion of their market by allowing them to gain a fresh perspective on the mind of Gen Z when it comes to their travel behavior.