Social media as a primary source of information informing a visit is increasing, while trust in social media is declining. Here’s the trend and how it relates to potential guests from Baby Boomers through Generation Z.
IMPACTS Experience outlined eight key trends we are watching closely throughout 2026, including this one: Social media influence is fragmenting while word of mouth gains power. We are observing a quiet but meaningful shift in how cultural organization’s reputations are formed and spread. For over a decade, social media channels have been acknowledged as the key to gaining eyeballs on...Sign in to KYOB+
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