Chapter 4 Gender, Age, and Education Effects on Travel-Related Behavior: Reports on Facebook

This study examines how travel-related patterns of behavior on Facebook (FB) differ among users of different gender, age, and education. The authors assumed that females, young, and more educated people are more active in using FB for travel-related purposes and that the results will show a significant difference in their travel-related behavior patterns. Data about respondent’s travel-related behavior on FB were collected through an online survey (Google Docs) through the FB page named “The research on behaviors of FB users.” The study applies the multivariate general linear model (GLM) on the data collected from the total of 793 respondents. The results show that travel-related statuses respondents post on FB are generally about their travel destination. The main findings indicate that women, more educated, and older people are the ones who are the most active in sharing their travel-related information and are therefore target groups for promoting travel destinations via electronic word of mouth (eWOM). The study suggests target groups for promoting travel destinations via eWOM and it is the first research of this type done on a Serbian sample.