Jejak Digital dalam Perjalanan Pelanggan Generasi Z pada Destinasi Wisata Bahari

The use of digital media has transformed the marine tourism business, both from a company and consumer perspective. Digital footprints in the customer journey are crucial for understanding Generation Z consumers in marketing activities. This study employed a qualitative method, including a survey of 90 Generation Z respondents, to describe the customer journey to marine tourism destinations. Data processing was conducted using content analysis. The results showed that during the travel-planning stage, Generation Z seeks information on social media, but friends and family play a significant role as the most influential factors in decision-making, often providing recommendations and advice. After making a decision, Generation Z generally uses Online Travel Agents (OTAs), with the Traveloka.com platform as their primary choice. While traveling, Generation Z shares their important moments — scenery, marine activities, atmosphere, facilities, and culinary delights — primarily on Instagram, primarily in photo form. The worst thing for them is the lack of signal for their digital activities. After the trip, they rarely write reviews but do post on the same platform. They usually share their good experiences with friends and family. The results of this study are helpful for tourism practitioners in developing sound marketing strategies. Meanwhile, the literature can strengthen the tourism and marketing literature, especially regarding the tourism behavior of Generation Z.