The new media environment effect on travel consumption among Generation Z in China

In recent years, with the rapid development of the Internet era leading to sustained economic growth, people's consumption level continues to rise, which triggered a growing demand for social tourism. Among them, Generation Z, as a group growing up on the Internet, has higher consumption power and willingness to consume. They play an important role in promoting the development of the consumer market and have slowly become the main force in the tourism market. Therefore, studying the tourism consumption characteristics of Generation Z in the new media environment is the key element for the breakthrough and development of the tourism market. Through literature integration and questionnaire survey, this paper analyses the tourism consumption behavior of the Generation Z group when using new media, explores the close relationship between Generation Z tourism and new media marketing, and gives suggestions on the future development of new media tourism marketing for the Generation Z from different aspects.