Generation Z Marketing and Management in Tourism and Hospitality: The Future of the Industry

ISBN-13: 9783030706944 / Angielski / Twarda / 2021 / 332 str.

Nikolaos Stylos; Roya Rahimi; Bendegul Okumus

Spis treści

Chapter 1 – Who are generation Z? By Nikolaos  Stylos,  Roya  Rahimi,  Bendegul

Okumus and Sarah Williams

 

 

Generation Z or Gen Z, also known by a number of other names, is the demographic cohort after the Millennials. There is little consensus regarding their start and ending birth years. Current chapter will focus on the main demographic characteristic of this cohere along with try give a unique date and age range definition. The chapter will also address the factors that separates Generation Y, X, and Z.

 

Chapter 2- Digital Natives leading the world: the leadership styles of Generation Z By Rohan Bhalla-Researcher, Pinaz Tiwari-Researcher and Dr. Nimit Chowdhary

 

The subtle art of leadership is crafted to cater individual’s growth in the ever-changing dynamics of the business environment. The technological advancements have made the regime of the business world well ordered. The most vital component, the human resources, still prevail as the most fragile and crucial element of the business organizations. Human touch in the service industry is of utmost importance and thus, dealing with them requires appropriate style of leadership. Generation Z also known as internet generation, is well connected at the global level and has access to the information floating in the world. They are the ones who are socially and technologically advanced and believe in visual displays. They are educated and sophisticated and thus, the old of school of leadership is somehow not applicable on them. Being the young generation, there are few people of Generation Z who are leading by examples especially in Tourism and Hospitality sector. Hereby, we propose to write a chapter keeping in consideration:

 

·    The characteristics of Generation Z

·    The characteristics of Generation Z leaders of tourism and hospitality sector by stating some real time stories in form of case let’s and thereby drawing the inferences on the leadership style.

·    Based on these cases we would be discussing the leadership styles, patterns and changes that have been demonstrated by Generation Z leaders and this will help the readers to understand the attributes of Generation Z.

References

 

 

Al-Asfour, A. (2014). Strategies for leadership styles for Multi generational workforce. Journal of leadership, Accountability and Ethics, 58-69.

Anderson, H. J., Baur, J. E., Griffith, J. A., & Buckley, R. M. (2016). What works for you may not work for

(Gen) me: Limitations of present leadership theories for the new generation . Elsevier , 1-16.

Dill, K. (2015, November 6). 7 things employer should know about the Generation Z workforce. Retrieved from www.forbes.com: https://www.forbes.com/sites/kathryndill/2015/11/06/7-things-employers-should-know- about-the-gen-z-workforce/#5ac8ac5efad7

Elmore,       T.       (2014,       August).       Growing        leaders.       Retrieved       from      growingleaders.com:

https://growingleaders.com/blog/generation-z-differs-generation-y/

Kelly,  M.  (2019).  When  generation  Z  hits  the  workplace.  Retrieved  from  Productive  leaders.com:

https://productiveleaders.com/when-generation-z-hits-the-workplace/

Patel, D. (2018, September 17). 8 ways generation z will differ from millenials in the workplace. Retrieved from leaderonomics.com: https://leaderonomics.com/functional/generation-z-millennials-workplace

 

Chapter 3 - New sheriff in town? Discovering Generation Z as tourists: A perspective - by Irene (Eirini) Kamenidou, Aikaterini Vassilikopoulou and Constantinos Vasilios Priporas

 

Generation Z is an exceptionally important cohort for the tourism industry as it has started impacting the global economy as workforce and tourists. This generation is considered as one of the most open generations in terms of tourism and leisure activities. It can be anticipated that the value and contribution of Generation Z in the tourism industry will be more noticeable in the forthcoming years. Generation Z is the first generation that grew up in a digital world due to information and communication technological advancement. In this context, tourism can be seen by Gen Zers as an alternative which allows them to access real life experiences and social values. This chapter contributes to the limited academic literature on Generation Z in the tourism context by offering an overview on the newest tourism segment which will influence the tourism sector’s future agenda. Furthermore, recommendations for strategic tourism planners are discussed.

 

References

 

Globetrender. (2017). from boomers to gen Z: travel trends across the generations. https://globetrender.com/2017/05/19/travel-trends-across-generations/

Haddouche, H., & Salomone, C. (2018). Generation Z and the tourist experience: tourist stories and use of social networks, Journal of Tourism Futures, 4(1), pp. 69-79.

Kamenidou, I. C., Mamalis, S. A., & Pavlidis, S. (2019). Segmenting the Generation Z Cohort University Students

Based on Sustainable Food Consumption Behavior: A Preliminary Study. Sustainability, 11(3), 837.

Kamenidou, I. E. C., Mamalis, S. A., & Dimitriadis, E. (2018). Generation Z perceptions of quality certification: A

cross-national study. International Journal of Food and Beverage Manufacturing and Business Models (IJFBMBM), 3(1), 23 -41.

Niemczyk, A., Seweryn, R., & Smalec, A. (2019). Z generation in the international tourism market. Proceedings of

38th International Scientific Conference on Economic and Social Development – Rabat, 21-22 March 2019, 123-132.

Priporas, C. V., Stylos, N., & Fotiadis, A. K. (2017). Generation Z consumers' expectations of interactions in smart retailing: A future agenda. Computers in Human Behavior, 77, 374-381.

Rezdy      (2018).      Generation       Z:       An      in-depth       look      into      the      travel       segment      [Infographic]

https://www.rezdy.com/blog/generation-z-depth-look-travel-segment-infographic

Setiawan, B., Trisdyani, N. L. P., Adnyana, P. P., Adnyana, I. N., Wiweka, K., & Wulandani, H. R. (2018). The profile

and behaviour of ‘digital tourists’ when making decisions concerning travelling case study: Generation Z in South Jakarta. Advances in Research, 17(2), 1-13

Tavares, J. M., Sawant, M., & Ban, O. (2018). A study of the travel preferences of generation Z located in Belo

Horizonte (Minas Gerais–Brazil). e-Review of Tourism Research, 15(2/3). http://ertr.tamu.edu

Vargas Sánchez, A., & Perano, M. (2018). Halal Tourism through the lens of generation Z in a Muslim majority country: Implications on tourist services. International Journal of Business and Management, 13(9), 36-49.

 

Chapter 4 - Generation Z and Digital Influencers in the Tourism Industry By

Danielle Barbe and Larissa Neuburger,

 

Social media has become a vital tool for word-of-mouth communication due to the importance consumers place on social ties and trust in the source of information. A growing trend in online marketing is the use of digital influencers. With influencer marketing, products/services are marketed through an individual viewed as being influential. These individuals are often not a celebrity, but a “micro-celebrity” who gained popularity through the strategic cultivation of an online  audience,  specifically  through  social  media.  These  digital  influencers  sway  their audiences’ opinions and are viewed as more relatable, and therefore are a powerful mechanism for eWOM. Instagram and YouTube are popular platforms for digital influencers due to their extensive reach and focus on visual content. As tourism is uniquely visual, influencers frequently use these platforms for sharing videos, images, and opinions about destinations. Since 45% of Generation Z are “almost constantly” online (Anderson & Jiang, 2018), and visual platforms, such as YouTube and Instagram, are most popular among this group, digital influencers have a strong presence in their lives.This book chapter will discuss the ongoing trend of tourism and hospitality marketing to Generation Z through digital influencers and important implications for the industry

 

References

Anderson, M. & Jiang, J. (2018). Teens, social media & technology 2018. Pew Research Center. Retrieved from https://www.pewinternet.org/2018/05/31/teens-social-media-technology-2018/

 

Chapter 5 - Title of chapter: Perceptions of Gen Z tourists on Street Food in

Hong Kong By Dr Derrick Lee Choong Hiong  and Dr Chen Tingzhen

 

 

The chapter examines Gen Z tourists’ perceptions of patronizing street foods in Hong Kong. Tourists’ perceptions of a destination can be enhanced with satisfying food tourism experience. Tourists are keen to explore local street food to enjoy cultural experience. Promoting street food is controversial as it has risk of food safety and hygiene issues. The study focuses on Gen Z as there are limited studies on street food in Hong Kong and Gen Z (college students) are important to food service industry as they are adventurous to novelty food. The study is timely as Hong Kong Tourism Board (HKTB) focused on promoting street food and food trucks to boost visitor arrivals. Findings revealed the five factors of 161 respondents such as; etic destination image, local emersion, e-WOM, emic food characteristics and safety/hygiene. Further analysis suggest that the Chinese Gen Z tourists are more knowledgeable and hence more likely to consume street food in Hong Kong, compared to Western tourists from USA, Canada, Australia, New Zealand and Europe. Findings from the study provide useful insights to destination marketers regarding Gen Z tourists’ perceptions and suggest strategies for promoting Hong Kong as a gastronomic destination.

Chapter 6 - Designing Marketing Strategies for Religious Sites based on Generation Z Visiting Motivations: The case of the Holy Mountain of Greece By Irene (Eirini) Kamenidou , Aikaterini Vassilikopoulou and Constantinos Vasilios Priporas

 

 

Religious tourism has existed since antiquity,  with millions of people travelling to visit or worship a holy place or site and refers to the tourism that has as final destination a religious site, triggered (exclusively or not), by religious motives. In Europe, religion tourism consists of places for pilgrimages, such as churches and temples, holy places that are not necessarily connected to pilgrimage, religious festivals as well as combinations of the above elements. Researchers note that tourists’ motivations are significantly important for determining tourism services offered, while the study and application of the generation theory may have an impact in the tourism industry by influencing the industry incentives. Past studies on religious tourism motivations are limited with the majority focusing on older travelers, though Generation Z could be a profitable target market for religion tourism, as it appreciates the dimensions of culture, scenery, and do not seem negative to combine education to traveling. This chapter explores the motivations the Generation Z cohort for visiting the Holy Mountain and its monasteries. The Holy Mountain or Mount Athos is referred to as one of the most significant sacred places of Christianity and is positioned in Greece. A quantitative research framework was implemented via a questionnaire which rated 20 motivation statements for visiting Mount Athos on a sample of 264 Gen Zers. Factor analysis provided with a smaller set of variables and Generation Zers were segmented based on these dimensions. Based on the results, this chapter proposes effective marketing strategies for religious sites.

 

References

Benckendorff, P., & Moscardo, G. (2010). Understanding Generation-Y tourists: managing the risk and

change associated with a new emerging market. In Benckendorff, P., Moscardo, G., ,& Pendergast, D. (Eds.) Tourism and Generation Y. (pp. 16-26). CABI Publishing, Wallingford, Oxfordshire, UK

Blackwell, R. (2007). Motivations for religious tourism, pilgrimage, festivals and events. In Raj, R., & Morpeth N. D (Eds.) Religious tourism and pilgrimage festivals management: an international perspective, (pp.35 -

47). CABI Internationa,l Oxfordshire ,UK.

Haddouche, H., & Salomone, C. (2018). Generation Z and the tourist experience: tourist stories and use of socialnetworks. Journal of Tourism Futures, 4(1), 69-79.

Nolan, M. L., & Nolan, S. (1992). Religious sites as tourism attractions in Europe. Annals of tourism research, 19(1), 68-78.

Poria, Y., Butler, R., &Airey, D. (2003). Tourism, religion and religiosity: a holy mess. Current Issues in

Tourism, 6(4) 340-63.

Rashid, A. G. (2018). Religious tourism – a review of the literature. Journal of Hospitality and Tourism

Insights, 1(2), 150–167.

Rinschede, G. (1992). Forms of religious tourism. Annals of Tourism Research, 19(1), 51–67. Triantafillidou, A.  Koritos, C.,  Chatzipanagiotou, K.  &  Vassilikopoulou, A.  (2010). Pilgrimages: the

“promised land” for travel agents?", International Journal of Contemporary Hospitality Management, Vol. 22 Issue:

3, pp.382-398,

 

Chapter 7 - The Career Intentions of Generation Z Tourism Management

Undergraduates By Dr James KENNELL and Khairy ETEIWY

 

Research into tourism management education and employment has been a subject of enquiry for some  time  (Airey,  2008;  Robinson  et  al.,  2018).  Research  shows  that  tourism  graduates encounter employability issues (Major & Evans, 2008; Robinson, Ruhanen & Breakey, 2016),

especially securing jobs at levels appropriate to their qualification. In addition, the tourism industry continues to suffer from the problems associated with a high turnover of management roles. These problems extend to the competitiveness of the wider U.K economy (People 1st,

2015; Baum & Nguyen, 2019).This research used the Theory of Planned Behaviour to examine tourism  management  undergraduates’  (TMU)  experiences  of  their  tourism  curriculum,  their views on the tourism industry and their career intentions.   The data was analysed using Exploratory Factor Analysis and multiple regression to assess the impact of TPB factors on TMU career intentions.  The survey was carried out on a sample of 215 students from 12 Universities in the U.K.Results show that TMU have a positive attitude towards the tourism industry and a strong intention to develop their management careers in tourism. Regression results suggest attitudinal and perceived behaviour control factors influence their career intention more than subjective norms. Recommendations are made to improve the employability of graduates by developing specific aspects of the curriculum, and to challenge the poor perception of careers in the industry, in order to improve the employability of TMU and have a positive impact on labour force turnover in the industry.

 

References

Airey, D. (2008). Tourism education life begins at 40. Téoros. Revue de recherche en tourisme, 27(27-1),

27-32.

 

Baum, T., & Nguyen, H. T. T. (2019). Applying sustainable employment principles in the tourism industry:

righting human rights wrongs?. Tourism Recreation Research.

Major, B., & Evans, N. (2008). Reassessing employer expectations of graduates in UK travel services. International Journal of Tourism Research, 10(5), 409-422.

People 1st (2015). Hospitality and Tourism: We overlook our management and leadership needs at our peril. [online]. Retrieved from: Insights-report-Jan15-Leadership-management-H-T-draft-v2_3.pdf.aspx. Accessed;

12th May, 2016

Robinson, R. N., Martins, A., Solnet, D., & Baum, T. (2018). Sustaining precarity: critically examining tourism and employment. Journal of Sustainable Tourism, 1-18.

Robinson, R. N., Ruhanen, L., & Breakey, N. M. (2016). Tourism and hospitality internships: influences on student career aspirations. Current Issues in Tourism, 19(6), 513-527.

 

 

Chapter 8 – The New Foodie Generation: Gen Z By Burhan Kılıç, Aydan Bekar and

Nisan Yozukmaz

 

Defined as “Fresh Foodies” and “Salad Generation” by some researchers (Mintel Report, 2018)

and the media and grown up by Gen X, Gen Z is presented as people born in 1995 (McCrindle,

2012; Schroer, 2015; Menzies, 2015; Merriman, 2015) and after which means that they are now in universities or just beginning their professional lives. To learn and understand how Gen Z positions their food-related behaviours and preferences is very important for segmenting them as a  target  market.  Although  the  term  “foodie”  has  been  recently  promoted  by  gastronomy literature, it has also become an intriguing subject of consumer behaviour literature lately and as a niche market, they have to be studied  on a theory-based perspective in terms  of market research. Foodies are described as people who love and have a passion for eating, are interested in learning about food (Barr & Levy, 1985; Johnston & Baumann, 2010; Ambrozas, 2003). To determine and specify the position of Gen Z foodies is also necessary for marketing activities. For these reasons, this quantitative study aims to determine whether members of Gen Z are foodies or not and how their food-related activities affect their travel behavior. The findings and results will be discussed and shared in full paper.

 

References

Ambrozas, D. (2003). Serious feast: Vancouver foodies in globalized consumer society. (Unpublished

Doctor of Philosophy). Simon Fraser University.

Barr, A., & Levy, P. (1985). The official foodie handbook. Arbor House Publishing Company.

Johnston, J., & Baumann, S. (2010). Foodies: Democracy and distinction in the gourmet foodscape. New

York: Routledge.

McCrindle, M. (2012). Generations Defined: 50 Years of Change Over 5 Generations.   Retrieved at January, 03, 2016 from http://mccrindle.com.au/the-mccrindle-blog/generations-defined-50-years-of-change-over-5- generations

Menzies, D. (2015). Generation Z: The digital natives. The Official Home of Dave Menzies. Retrieved from http://davemenzies.com / digital-marketing-2/generation-z-digital-natives/

Merriman, M. (2015). What if the next big disruptor isn’t a what but a who?. Ernst&Young LLP. EYGM

Limited. Retrieved at January, 03, 2016 from http://www.ey.com/Publication/vwLUAssets/EY-rise-of-gen-znew- challenge-for-retailers/$FILE/EY-rise-of-gen-znew-challenge-for-retailers.pdf

Mintel Report. (2018). http://www.mintel.com/press-centre/food-and-drink/generation-z-set-to-impact-the- future-of-food-and-drink-innovation Retrieved at September 30, 2018.

Schroer, W. J. (2015). Generations X, Y, Z and the Others. http://www.socialmarketing.org/newsletter/features/generation1.htm

 

Chapter  9  -  Generation  Z  and  Managing  Multiple  Generational  Cohorts

Simultaneously in Tourism and Hospitality Organizations By Cynthia Mejia

 

Due to improved longevity and the unintended consequences of the global economic downturn in

2009, older employees are choosing to remain in the workforce longer, delaying retirement plans.  This trend has resulted in a five-generational cohort present in the global workforce comprised of traditionalists, Baby Boomers, Generation X, Generation Y (Millennials), and more recently, Generation Z.   While the diversity of the multi-generational workforce offers robust perspectives and strengths to a tourism or hospitality organization, there are also present unique challenges among and between the cohorts, particularly in managing expectations and outcomes in the services industries.This chapter will first identify each cohorts’ strengths and viewpoints from a historical perspective, lending best practices for optimizing managerial relationships. Next, the generational cohorts will be contrasted in order to identify sources of potential challenges and conflict, followed by practical strategies to bring resolution for a healthy work environment. The goal of this chapter is to gain a broad view of complex inter-generational communications in the managerial context, while gleaning new insights as to the current and future roles of Generation Z in tourism and hospitality organizations.

 

References

Francis, T. & Hoefel, F. (2018). ‘True Gen’: Generation Z and its implications for  companies: The

influence of Gen Z – the first generation of true digital natives – is expanding. McKinsey & Company [Online]. Retrieved from https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/true-gen-generation- z-and-its-implications-for-companies

Goh, E.,  &  Lee, C.  (2018).  A  workforce to  be  reckoned with:  The emerging pivotal Generation Z

hospitality workforce. International Journal of Hospitality Management, 73, 20-28.

Jenkins, R. (2019). How Generation Z is disrupting recruiting, training, managing, and more in 2019 and beyond. Inc. HR/Benefits, [Online]. Retrieved from https://www.inc.com/ryan-jenkins/the-2019-workplace-7-ways- generation-z-will-shape-it.html

Mejia, C. & Lavendol, V. (2015). Who’s the boss?: Millennials managing across generatioins in the hospitality industry. Journal of Hospitality & Tourism Cases, 4(2), 11-20. [Second Place Johnson & Wales Case Study Competition, 2014].

Sakdiyakorn, M., & Wattanacharoensil, W. (2018). Generational diversity in the workplace: A systematic review in the hospitality context. Cornell Hospitality Quarterly, 59(2), 135-159.

 

Chapter  10  -  Generation  Z  and  their  Perceptions  of  Well-Being  through

Transformative Service Research By Eric D. Olson and Heejung Ro

 

Generation Z tourists seek out hospitality and tourism products, services, and experiences that enhance their overall well-being, such as ecotourism, spiritual/religious tourism, “last-chance” tourism, and volunteer tourism. Additionally, Generation Z tourists are known to support those hospitality organizations that are “doing good” in their local communities, enhancing sustainability/natural environments, and creating cultural identity through sense of place and belonging. Transformative service research (TSR) engages in activities at the intersection of service and well-being, improving the lives of individuals, families, communities, and society. Given the recent interest in TSR and well-being, the aim of this chapter is to examine Generation Z tourists and their perceptions of well-being through the context of hospitality and tourism experiences. We will focus on three themes of TSR: (a) service and well-being; (b) hospitality consumer co-production and co-creation of well-being products, services, and experiences; and (c) diversity and inclusion of well-being. This chapter will also provide implications for hospitality managers who are navigating the complexities of a changing paradigm of TSR and well-being.

 

References

Anderson, L., & Ostrom, A. L. (2015). Transformative service research: Advancing our knowledge about

service and well-being. Journal of Service Research, 18(3), 243–249.

Anderson, L., Ostrom, A. L., Corus, C., Fisk, R. P., Gallan, A. S., Giraldo, M., ... & Shirahada, K. (2013). Transformative service research: An agenda for the future. Journal of Business Research, 66(8), 1203-1210.

McCabe, S., & Johnson, S. (2013). The happiness factor in tourism: Subjective well-being and social tourism. Annals of Tourism Research, 41, 42-65.

Rosenbaum, M., Corus, C., Ostrom, A., Anderson, L., Fisk, R., Gallan, A., ... & Shirahada, K. (2011). Conceptualisation and aspirations of transformative service research. Journal of Research for Consumers.

Williams, A. (2015, September 18). Move over, Millennials, here comes Generation Z. The New York

Times. Retrieved from https://www.nytimes.com/2015/09/20/fashion/move-over-millennials-here-comes- generation-z.html

 

Chapter 11- Generation Z sport tourism: understanding Generation Z revisit intention for action sports events By Francesco Raggiotto and Daniele Scarpi

 

Action sports events feed a multi-billion-dollar industry of prominent sponsors like Red Bull, GoPro and Samsung, among others- and impressive numbers of participants. For instance, FISE (International Extreme Sports Festival) attracts about 600,000 spectators, 1,800 athletes and

400,000 digital followers to Montpellier in France (VoGo 2019). Notably, the average age of athletes and spectators is below 25 years for disciplines like BMX, skateboarding and wakeboarding (STATISTA 2018), making Generation Z the key market for many action sports events. This chapter will explore what drives Generation Z participation into and revisit intention for action sports events. Specifically, basing on insights from recent literature in marketing and psychology, edgework theory and self-determination theory, this chapter aims at assessing how Generation Z’s intention to visit an extreme sports event is shaped by their need for strong sensations, desire for mastering skills and feelings of self-enhancement, together with the image

participants hold of the event itself. Thus, the chapter will develop a conceptual model and test it empirically on hundreds of Generation Z participants to an international action-sport event. Results will offer insights into key marketing aspects related to Generation Z revisit intention for action sport events, and will provide implementable managerial implications.

 

Chapter 12 - Generation Z experiences in their engagement with tourism and hospitality By Victor Mueke Robinson and Assoc. Prof. Heike Schänzel

 

This chapter offers a theoretical model for understanding Generation Z’s experiences as they engage with tourism and hospitality settings in a destination. The model was developed based on findings from a qualitative research of New Zealand inbound Generation Z tourists. Data for the research was collected through 12 semi-structured interviews and from five blogs. In a process of thematic analysis key categories were identified which formed the basis of the theoretical model. The chapter highlights three main factors which shape the unique context for each generation. These factors are the global influences, destination influences, and proximate influences. The authors provide a valuable interpretation of the theoretical model by exploring the means through which members of Generation Z connect and interact with these three influences. The application of the model is to be found in how Generation Z interfaces with the tourism and hospitality sector through experiences/products, and employment/entrepreneurship. .  In conclusion, the chapter highlights some differences across generations, the understanding of which provides a means of preventing ‘strategic drift’ for destinations and tourism purveyors. Focus is given to Generation Z as the emergent market and the progressive role members of this generation will play in the coming years.

 

 

Chapter 13 - Gen Z Tourists and Smart Devices By Ozdemir-Guzel, Serap Bas and

Yonca Nilay

 

The Z generation is the first generation of the 21st century, born into technology and adapted from birth to the digital world. This group, born in the 90s, is fast learning and developing, and intertwined with technology, is very easily adapted to the speed of knowledge and time, and is willing to adopt technological innovations. In almost this generation, which chooses to use smart devices and applications in all activities, is an important target group for the tourism sector.

The concept of experience underlies the tourism sector. In the light of the developments in smart devices and applications, experiences in the tourism sector change and develop. This smart device and applications are expected to use the group is the Z generation that was born and grown with technology. In this chapter, the effect of smart devices and applications on the tourism experience of the Z generation will be discussed by taking into consideration the use of pre-travel technologies, on-site technologies and post-travel technologies in the tourism sector. Tourism  experiences  of  Z  generation  will  be  examined  and  their  possible  effects  will  be evaluated within the framework of digitalization of the device and applications such as AR, NFC, Wearable technologies, QR codes and IoT (internet of things).

 

References

Brijesh Sivathanu, Rajasshrie Pillai, (2018) "Smart HR 4.0 – how industry 4.0 is disrupting HR", Human

Resource Management International Digest, Vol. 26 Issue: 4, pp.7-11.

Guttentag, D. A. (2010). Virtual reality: Applications and implications for tourism. Tourism Management,

31(5), 637-651.

Kaczorowska-Spychalska, D. (2018). Digital Technologies in the Process of Virtualization of Consumer

Behaviour–Awareness of New Technologies. Management, 22(2), 187-203.

Tussyadiah, I. P., Wang, D., Jung, T. H., & tom Dieck, M. C. (2018). Virtual reality, presence, and attitude change: Empirical evidence from tourism. Tourism Management, 66, 140-154.

 

Chapter 14- Ethical Consumerism and Generation Z By Dr Penny Walters

 

Increased awareness about global warming, recycling, and using paper rather than plastic straws can be seen as ethical consumer behavior. Is Generation Z involved in this? These consumers are sophisticated and technologically prepared for different types of actions to protect rights, but sales trends of ethical products and services do not record significant growth and participation in the total consumption (The Ethical Consumerism Report, 2011). Therefore, declared intentions may not be aligned to subsequent behaviours (Carrigan et al, 2001; Žnideršić, 2013). Much research has been reliant on models based on Ajzen’s Theory of Planned Behaviour (1985). Types of ethical consumption include: boycotts (such as aerosols); positive buying (such as ‘fair- trade’); fully screened (‘green’ consumers); relationship purchasing (such as leaving un- necessary packaging at the supermarket); anti-consumerism / sustainable consumerism (cycling, electric cars). These can range from small scale to huge impacts. Harrison R. et al, 2005, identified seven factors in the rise of ethical consumerism: globalisation of the markets; the rise of transnational corporations; the rise of single-issue pressure groups; technological change; a shift in market power towards consumers; the effectiveness of market campaigns; and corporate accountability. However, the main ethical consumer trends mainly seem to only be within food and  drinks,  (‘fair-trade’  items,  organic  food),  and  small  declines  in  consumption  of  cheap clothing from ‘sweat shops.’ Are Generation Z just paying ‘lip service’ to ethical consumerism, or is it that not enough information is given by companies to enable an informed choice.

 

References

Ajzen, I., 1985, From intentions to actions: A theory of planned behavior. In  Action-Control: From

Cognition To Behavior, Edited by: Kuhl, J and Beckman, J. 11–39. Heidelberg: Springer.

Carrigan,  M.,  Attalla,  A.,  2001,  The  myth  of  the  ethical  consumer  –  do  ethics  matter  in  purchase behaviour?, Journal of Consumer Marketing, Vol. 18 Issue: 7, pp. 560-578

Harrison R. et al, 2005.

The     Ethical     Consumerism     Report,     2011,     https://www.scribd.com/document/210029716/Ethical- Consumerism-Report-2011: accessed 5 May, 2019

Žnideršić, K., Salai, S., Grubor, A., Marić, D., 2013, Ethical Consumer Behaviour In Marketing, 52 /

International Journal Of Multidisciplinarity In Business And Science, Vol.1, No.1

 

Chapter 15 - Generation Z: Young People’s Perceptions of Cruising Safety,

Security and Related Risks By Truc H. Le and Charles Arcodia

 

Cruise shipping has been one of the most rapidly growing tourism sectors and recently, evidence shows there has been significant movement in cruise passenger demographics. The experiences provided on cruise ships appeal to Generation Z passengers which is a valuable segment of the youth market which cruise providers need to consider. Previous research has indicated that perception of risks, safety and security is a mediator in the cruising decision-making process, which significantly influences cruising intention and satisfaction. Even when some of younger passengers on the Generation Z continuum may be too young to make cruising decisions, they certainly nevertheless have influence on decision makers. By using data gathered from an online

survey, this empirical study investigates the perceptions of safety, security, and related risks on cruise ships that Generation Z passengers hold. The findings highlight concerns about infection outbreaks, cruise-related accidents, and terrorism, piracy and crime, and to a much lesser extent about sexually transmissible infections and motion sickness. The findings suggest significant implications of how cruise operators can customise on-board policies, implement mitigation strategies and provide marketing communications to fulfil this market demand.

 

Chapter 16 - Generation Z as A Sustainable Tourist By Assist Prof. Dr. Reyhan

Arslan Ayazlar and Research Assist Nur Çelik Ilal

 

The demand for a sustainable production and consumption, and waste generation become pivotal because of growing world population and negative environmental impacts. Within this scope, many researches have revealed the distinctive demographic characteristics of consumers about sustainable behavior. In addition to this, Gen Z which is the last generation based on generation theory has become to have voice in sustainability. Generation Z who born between 2000-2021 is gaining popularity as they have more empowerment on the market. However, little attention has been taken for better understanding Gen Z consumers. This chapter examines their attitudes and behaviors towards sustainable products comparing with other generations. Understanding Gen Z’s sustainable attitudes and behaviors may help marketers in order to identify new market segments and develop new consumer strategies. Researchers have recently taken into consideration Gen Z in tourism studies. Thus, this chapter also embraces Gen Z as a sustainable tourist. We therefore plan the contents of the chapter with the following titles; introduction, sustainability for generations, understanding gen Z’s behaviors as a consumer, gen Z as a sustainable tourist and conclusion.

 

References

Combi, C. (2015), Generation Z: Their Voices, Their Lives, Windmill Books, London.

Elena Cavagnaro, Simona Staffieri, Albert Postma, (2018) "Understanding millennials’ tourism experience: values and meaning to travel as a key for identifying target clusters for youth (sustainable) tourism", Journal of Tourism Futures, Vol. 4 Issue: 1, pp.31-42, https://doi.org/10.1108/JTF-12-2017-0058

Gentina, E. (2016), Marketing et Génération Z, Dunod, Paris.

Glover, P. (2010), “Generation Y’s future tourism demand: some opportunities and challenges”, in Benckendorff, P., Moscardo, G. and Pendergast, D. (Eds), Tourism and Generation Y, CAB International, Cambridge, MA.

Hamed Haddouche, Christine Salomone, (2018) "Generation Z and the tourist experience: tourist stories

and use of social networks", Journal of Tourism Futures, Vol. 4 Issue: 1, pp.69-79, https://doi.org/10.1108/JTF-12-

2017-0059

Heather Skinner, David Sarpong, Gareth R.T. White, (2018) "Meeting the needs of the Millennials and Generation Z: gamification in tourism through geocaching", Journal of Tourism Futures, Vol. 4 Issue: 1, pp.93 -104, https://doi.org/10.1108/JTF-12-2017-0060

Ordun. G. (2015). Millennial (Gen Y) Consumer Behavior, Their Shopping Preferences and Perceptual Maps Associated With Brand Loyalty. Canadian Social Science, 11 (4), 40-55. Available from: http://www.cscanada.net/index.php/css/article/view/6697 DOI: http://dx.doi.org/10.3968/6697

Pandit, V. (2015), We are Generation Z: How Identity, Attitudes, and Perspectives are Shaping our Future, Brown Books Publishing Group, Dallas, TX.

Richards, G. (2011), “An economic contribution that matters”, in Fitzgerald, D., Jordan, P.and Egido, L.

(Eds), The Power of Youth Travel, United Nation World Tourism Organization and World Youth Student & Educational Travel Confederation (UNWTO and WYSE Travel Confederation), Madrid.

Saarinen, J. (2006), “Traditions of sustainability in tourism studies”, Annals of Tourism Research, Vol. 33

No. 4, pp. 1121-40.

Salvatore Monaco, (2018) "Tourism and the new generations: emerging trends and social implications in

Italy", Journal of Tourism Futures, Vol. 4 Issue: 1, pp.7-15, https://doi.org/10.1108/JTF-12-2017-0053.

UNEP and UNWTO (2005), Making Tourism More Sustainable – A Guide for Policy Makers, UNEP and

UNWTO, Paris, available at: www.unep.fr/shared/publications/pdf/DTIx0592xPA-TourismPolicyEN.pdf

 

Chapter 17 - Gen Z Tourists and Food Choices While Vacationing By Seray Gulertekin Genc

(Phd) and Volkan Genc (Phd)

 

Different generations are shaped by the social, economic, political, technological and environmental factors in which they grow. Technology and social media, multiculturalism and the increasing variety of family structures have affected generation Z. This generation is a global and diverse generation from a broader range of backgrounds with different experiences and ideas. Generation Z is an increasingly globalized generation. Generation Z is accustomed to advanced technology and multi-media resources with information bombarding them from all sides. Compared to other generations, they are probably the most creative generation. Generation Z thinks cannot imagine life without the Internet, and values “authenticity” and “reality”. Differences in lifestyle and attitudes between generations turn into different needs, preferences and expectations when it comes to food preferences and accommodation (Nielsen, 2014). Food is part of our daily life, not only as a determinant of health but also as a reflection of social activity and cultural identity (Hoogstins, 2017). Therefore, it is not surprising that food-related publications have a strong presence on social media and 49% of consumers in the US learn about food through online social networks (Hartman Research Group, 2012).  Members of generation Z in particular like to satisfy their hunger by snacking, and often consume pizza, savory snacks, candy and other foods. Additionally, they like to eat out. Consequently, part of generation Z also struggles with obesity (Nielsen, 2015).  Despite the love of generation Z for snacks and street food, they are also looking for gastronomic experiences. In the search for difference in this context, this generation is willing to try new foods and is in search of new trends. With the influence of social media, members of this generation are more likely to visit restaurants popularised  by  social  media,  whilst  also  seeking  food  that  fits  their  values.  In  addition, generation Z prefer restaurants that offer transparency in terms of content as they prefer to know exactly what they are consuming. With the increase in interest in food, generation Z seems to be more inclined to order food from restaurants online and at night, compared to previous generations. The aim of this study is to determine the eating behaviors of generation Z while traveling and to draw attention to the importance of this generation for destinations and businesses. In this study, the food choices of traveling members of generation Z will be analyzed conceptually and the current data will be used.

 

References

Hartman Research Group. (2012). Clicks & cravings: the impact of social technology on food culture. Dublin, Ireland: Research and Markets.

Hoogstins, E.S. (2017). Modelling on Social Media: Influencing Young Adults’ Food Choices, Master’s

Thesis, Lunds Universitet Department of Psychology.

Nielsen.                   2015.                   Global                   Generational                  Lifestyles.                    Available:

http://www.nielsen.com/us/en/insights/reports/2015/global-generational-lifestyles.html.

Nielsen.       2014.       Millennials:       Breaking       the      Myths.       The      Nielsen       Group.       Available:

www.nielsen.com/us/en/insights/reports/2014/millenials-breaking-the-myths.html.

Chapter 18 - Generation Z’s Expectations from Lodging Firms By Dr. Yurdanur

Yumuk and Dr. Bendegul Okumus-Rosen

 

Generation Z (also called as net generation, post-millennials, iGen) is defined as those people born between the mid-1990s to the early 2010s (Skinner et al. , 2018). According to Prensky (2001), generation Z is surrounded by digital technology from their childhood since they were born in the digital age. Therefore, this generation is also called internet generation and network youth. According to the United Nations World Tourism Organization estimates, in 2020, tourists under the age of 35 will take about 320 million of international trips (WYSE, 2015). Moisa (2010) states that 61 percent of young travellers prefer to stay in hostels in the countries they go. Budget hotels, guest houses, apartments and camping sites are also among the accomodation facilities (Demeter et al. , 2015). While some hotel chains in the world such as Marriott and Hilton are planning to design new concepts for the young generation; there are limited facilities for the generation, mostly in Istanbul that should be improved in terms of demands and needs of the generation. Starting from this, purpose of the chapter is to reveal the expectations from lodging firms of generation Z and the facilities provided for the generation. Thus, the chapter will cover the issues; socio-demographic characteristics of generation Z, buying behaviours of generation Z as young travelers, their preferences regarding lodging and facilities provided by lodging industry.

 

References

Collins, G. and Cobanoglu, C., (2008). Hospitality information technology: Learning how to use it. Journal

of Quality Assurance in Hospitality & Tourism. 6.

Demeter, T., Brătucu, G. ve Palade, A. (2015). Dynamics of the youth travel market on a global level, Bulletin of the Transilvania University of Braşov, Series V: Economic Sciences, 8 (57-1): 95-106.

Fenich, G., Scott-Halsell, S., & Hashimoto, K. (2011). An investigation of technological uses by different generations as it relates to meetings and events: A pilot study. Journal of Convention & Event Tourism, 12(1), 53-

63.

Gahramanov, V. and Türkay, O. (2019). Hostel İşletmeciliğinde Rekabet Belirleyicileri: İşletmeci Ve

Turist Görüşlerinin Analizi. Journal of Business Science (JOBS), 7(1): 1-30.

Moisa, C.O. (2010). The Distinctiveness of the Youth Travel Product, Annales Universitatis Apulensis

Series Oeconomica, 12(2): 638-648.

Prensky, M. (2001). Digital Natives, Digital Immigrants Part 1. On the Horizon, 9(5), 1-6.

Skinner, H. , Sarpong, D. ve R.T. White, G. R. T. (2018). Meeting the needs of the Millennials and

Generation Z: gamification in tourism through geocaching. Journal of Tourism Futures. ( 4 (1): 93-104.

WYSE(2015).Millennial traveller report .  World Youth Student and Educational Publisher. Amsterdam.

January.

 

Chapter 19 - Generation Z and Entrepreneurship: How Becoming an Entrepreneur or an Entrepreneur can boost GEN Z-ers Career in The Tourism Industry? By Senem YAZICI and Reyhan ARSLAN AYAZLAR

 

Tourism entrepreneurs and entrepreneurship have received significant interest because of the entrepreneurs’ role in the development of the tourism industry (Ioannides & Petersen, 2003). Tourism entrepreneurs were classified as lifestyle entrepreneurs because they are more concentrating  on  their  quality of  life  while  living in  their  desired  destination  (Ateljevic  & Doorne, 2000). However, there are other studies that tourism entrepreneurs classified as growth oriented (Getz & Petersen, 2005). New generations are changing their mindsets from lifestyle entrepreneurs  to  growth-oriented  entrepreneurs.  Generation  Z  (born  1996  and  later)  is  just

entering the workforce and the characteristics of Gen Z are different than any other generations before them (Schwieger & Ladwig, 2018). Gen Z has technological knowledge, passionate, risk takers, and strong leadership abilities (Singh & Dangmei, 2016). Many generation Z may choose to follow the entrepreneurship path, comparing to generation Y (Singh, 2014). Will Gen Z choose to be an entrepreneur or an intrapreneur in the tourism industry. The first part of the chapter will give information about the history of tourism entrepreneurship. The second part will discuss the role of a person as an entrepreneur and an intrapreneur. The final part will examine the Gen Z’s characteristics, lifestyle and business career choices.

 

References

Ateljevic, I., & Doorne, S. (2000). 'Staying Within The Fence': Lifestyle Entrepreneurship In Tourism.

Journal Of Sustainable Tourism, 8(5), 378-392.

 

Getz, D., & Petersen, T. (2005). Growth and profit-oriented entrepreneurship among family business owners in the tourism and hospitality industry. Int. J. Hosp. Manag. 24 (2), 219–242.

Ioannides, D., & Petersen, T. (2003). Tourism ‘Non-Entrepreneurship’in Peripheral Destinations: A Case

Study Of Small And Medium Tourism Enterprises On Bornholm, Denmark. Tourism Geographies, 5(4), 408-435.

Schwieger, D., & Ladwig, C. (2018). Reaching And Retaining The Next Generation: Adapting To The

Expectations Of Gen Z İn The Classroom. Information Systems Education Journal, 16(3), 45.

Singh, A. (2014). Challenges And Issues Of Generation Z, IOSR Journal Of Business And Management

(IOSR-JBM), 16 (7). 59-63.

Singh, A. P., & Dangmei, J. (2016). Understanding The Generation Z: The Future Workforce. South-Asian

Journal Of Multidisciplinary Studies, 3(3), 1-5.

 

Chapter 20 - How Instagramers influence tourism planning: Evidence from

Gen Z By Sara Alves, Zélia Bred and Belém Barbosa

 

As the use of social network sites (SNS) by consumers is widely acknowledged, tourism researchers and practitioners are paying growing attention to the role of influencers' posts in tourists' decision process. Indeed, influencers present a valuable alternative to communicating with prospective tourists, in a context marked by advertising avoidance and communication overload. For prospective tourists, influencers provide information, recommendations, and individual narratives of tourism experiences that inspire and often stimulate the desire to travel, facilitating comparison and choice. Influencers characteristics include having a large number of followers that recognize their expertise and the credibility of their opinions. Being a visual- dominated   SNS,   Instagram   is   particularly   interesting   for   communicating   services   and experiences, such as tourism-related offers. Despite the expected importance of Instagram Influencers (i.e., Instagramers) for tourism, the extant literature on this topic is still scarce. Hence, this chapter explores the importance of Instagramers in the initial phases of tourists' decision process, including the decision to travel, the choice of destinations, and the selection of tourism  suppliers.  The  chapter  provides  evidence  on  the  experiences  of  Portuguese  young tourists (18-24 years old). Management implications and avenues for future research are also provided.

O autorze

Nikolaos Stylos is Senior Lecturer/Associate Professor of Marketing, University of Bristol. He is also an Honorary Professor of Hotel Management at Tainan University of Technology, Taiwan. Nikolaos has published in leading academic journals, e.g. Tourism Management, Journal of Travel Research, and Psychology & Marketing. Dr Stylos served as professional management consultant for a decade.

Roya Rahimi is Reader in Marketing and Leisure Management, University of Wolverhampton. Her research has been published in top-tier journals, e.g. Annals of Tourism Research, and International Journal of Contemporary Hospitality Management. Dr Rahimi sits on the editorial board of leading academic journals, and her industry experience includes seven years working in the hotel industry.

Bendegul Okumus is Assistant Professor, University of Central Florida. Dr Okumus has authored/co-authored numerous academic journal articles and has completed numerous research grants. She also has work experience in the hospitality industry, particularly in food services and event management.

Sarah Williams is Associate Director of the Business School at the University of Wolverhampton. Sarah has been teaching and researching in public relations, marketing and digital marketing communications for over 16 years. She had a previous career working for international marketing agencies.

Blurb

Generation Z (Gen Z) is the demographic cohort also known as Post-Millennials, the iGeneration or the Homeland Generation. Referring to individuals born roughly between the mid-1990s and the early 2000s, they are our youngest consumers, students, colleagues, and voters. Understanding them is a key aspect. In the context of the hospitality and tourism, Gen Z-ers represent the future in human resources, and service production and consumption. This book focuses on the aspirations, expectations, preferences and behaviours related to individuals within this demographic. It critically discusses their dynamism in driving the tourism sector and offers insights into the roles that Gen Z will inhabit as visitors, guests, consumers, employees, and entrepreneurs. This book is a valuable resource for managers, scholars and students interested in acquiring concrete knowledge on how Gen Z will shape the marketing and management of tourism-related services. 

Nikolaos Stylos is Senior Lecturer/Associate Professor of Marketing, University of Bristol. He is also an Honorary Professor of Hotel Management at Tainan University of Technology, Taiwan. Nikolaos has published in leading academic journals, e.g. Tourism Management, Journal of Travel Research, and Psychology & Marketing. Dr Stylos served as professional management consultant for a decade.

Roya Rahimi is Reader in Marketing and Leisure Management, University of Wolverhampton. Her research has been published in top-tier journals, e.g. Annals of Tourism Research, and International Journal of Contemporary Hospitality Management. Dr Rahimi sits on the editorial board of leading academic journals, and her industry experience includes seven years working in the hotel industry.

Bendegul Okumus is Assistant Professor, University of Central Florida. Dr Okumus has authored/co-authored numerous academic journal articles and has completed numerous research grants. She also has work experience in the hospitality industry, particularly in food services and event management.

Sarah Williams is Associate Director of the Business School at the University of Wolverhampton. Sarah has been teaching and researching in public relations, marketing and digital marketing communications for over 16 years. She had a previous career working for international marketing agencies.