A Holistic View of the Tourist Experience of Generation Z

Abstract

This paper seeks to find out what the characteristics of the tourist experience of Generation Z are. The research was designed using qualitative research techniques. Interviews were conducted with 139 young tourists living in 45 different provinces in Turkey and were analyzed using content analysis. Generation Z has a limited budget for travel. They need to devise certain strategies to cope with this. Escape from everyday life is their most important motivation in travel. The idea that the best time to travel is school and youth years. Young tourists find cultural, historical, and architectural elements interesting and are interested in traditional cuisine. They prefer types of transportation that they have not experienced before.

Keywords

• Tourism Geography
• Tourist Experience
• Young Tourist
• Generation Z
• Qualitative Research

References

1. Aina, A. O., & Ezeuduji, I. O. (2021). The influence of socio-demographic factors on perceptions of domestic tourism: The case of generation Z. African Journal of Hospitality, Tourism and Leisure, 10(4), 1503-1515.
2. Akgiş İlhan, Ö., Balyalı, T. Ö., & Aktaş, S. G. (2022a). Demographic change and operationalization of the landscape in tourism planning: Landscape perceptions of the Generation Z. Tourism Management Perspectives, 43, 100988.
3. Akgiş Ilhan, Ö., Balyali, T. O., & Aktas, S. G. (2022b). Determination of relationships in the articles on Generation Z and tourism in Web of Science database. In CAUTHE 2022 Conference Online: Shaping the Next Normal in Tourism, Hospitality and Events: Handbook of Abstracts of the 31st Annual Conference: Handbook of Abstracts of the 31st Annual Conference (p. 25). Council for Australasian University Tourism and Hospitality Education (CAUTHE).
4. Bachi, L., Ribeiro, S. C., Hermes, J., & Saadi, A. (2020). Cultural Ecosystem Services (CES) in landscapes with a tourist vocation: Mapping and modeling the physical landscape components that bring benefits to people in a mountain tourist destination in southeastern Brazil. Tourism Management, 77, 104017.
5. Barclays. (2018). Gen Z: Step aside millennials. Retrieved March 30, 2021, from https://www.investmentbank.barclays.com/our-insights/generation-z.html/
6. Benckendorff, P., Moscardo, G., & Pendergast, D. (2010). Tourism and generation Y. Oxfordshire, UK: CABI.
7. Bernini, C., & Cracolici, M. F. (2015). Demographic change, tourism expenditure and life cycle behavior. Tourism Management, 47, 191-205. https://doi.org/10.1016/j.tourman.2014.09.016
8. Bigne, E., Fuentes-Medina, M. L., & Morini-Marrero, S. (2020). Memorable tourist experiences versus ordinary tourist experiences analysed through user-generated content. Journal of Hospitality and Tourism Management, 45, 309-318.

9. Binti Ghani, N. (2019). Assessing activities and needs of Generation Z youth for functional criteria of urban recreational parks. Retrieved September 25, 2022, from https://studentrepo.iium.edu.my/handle/123456789/2899
10. Bizirgianni, I., & Dionysopoulou, P. (2013). The influence of tourist trends of youth tourism through social media (SM) & information and communication technologies (ICTs). Procedia - Social and Behavioral Sciences, 73, 652-660. https://doi.org/10.1016/j.sbspro.2013.02.102
11. Cohen, E. (1973). Nomads from affluence: Notes on the phenomenon of drifter tourism. International Journal of Comparative Sociology, 14, 89-103.
12. Cohen, E. (1979). A phenomenology of tourist experiences. Sociology, 13(2), 179-201. https://doi.org/10.1177/003803857901300203
13. Contiki. (2021). Outdoor exploration and wellness activities are among the experiences millennials and Gen Z report wanting when they return to travel. Retrieved September 25, 2022, from https://www.contiki.com/eu/en
14. Corbisiero, F., Monaco, S., & Ruspini, E. (2022). Millennials, Generation Z and the Future of Tourism. Bristol: Channel View Publications.
15. Corbisiero, F., & Ruspini, E. (2018) Millennials, Generation Z and the future of tourism. Journal of Tourism Futures, 4(1), 3-6.
16. Creswell, J. W. (2014). Research design: Qualitative, quantitative and mixed methods approaches (4th Ed.). California: SAGE Publications.
17. Djafarova, E., & Bowes, T. (2021). ‘Instagram made Me buy it’: Generation Z impulse purchases in fashion industry. Journal of Retailing and Consumer Services, 59, 102345.
18. Donaldson, R., & Gatsinzi, J. (2005). Foreign students as tourists: Educational tourism, a market segment with potential. Africa Insight, 35(3), 19–24.
19. Eisner, S. P. (2005). Managing Generation Y. SAM Advanced Management Journal, 70(4), 4-15.
20. Eugenio-Martin, J. L., & Inchausti-Sintes, F. (2016). Low-cost travel and tourism expenditures. Annals of Tourism Research, 57, 140-159. https://doi.org/10.1016/j.annals.2015.11.019
21. European Travel Commission. (2020). Study on generation Z travelers. Retrieved 11.27.2022 from https://etc-corporate.org/reports/study-on-generation-z-travellers/
22. Expedia Group. (2017). Chinese multi-generational travel trends. Retrieved 11.27.2022, from https://info.advertising.expedia.com/hubfs/Content_Docs/Rebrand-2018/Chinese%20Mult-Generational%20Travel%20Trends-Small-1.pdf?hsCtaTracking=b81f72a5-8dbe-445d-95c7-ed86b469fc8f%7Cc62664bd-1b67-4752-a830-033dd807f711
23. Gabrielova, K., & Buchko, A. A. (2021). Here comes Generation Z: Millennials as managers. Business Horizons, 64(4), 489-499. https://doi.org/10.1016/j.bushor.2021.02.013
24. 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. https://doi.org/10.1016/j.ijhm.2018.01.016
25. Goh, E., & Okumus, F. (2020). Avoiding the hospitality workforce bubble: Strategies to attract and retain Generation Z talent in the hospitality workforce. Tourism Management Perspectives, 33, 100603. https://doi.org/10.1016/j.tmp.2019.100603
26. Haddouche, H., & Salomone, C. (2018). Generation Z and the tourist experience: Tourist stories and use of social networks. Journal of Tourism Futures, 4(1), 69-79. https://doi.org/10.1108/jtf-12-2017-0059
27. Hermann, M. (2008). Content Analysis. In A. Klotz, & Prakesh, D. (Eds.), Qualitative methods in international relations: A pluralist guide (pp. 151-167). London: Palgrave MacMillan.
28. Horner, S., & Swarbrooke, J. (2016) Consumer behaviour in tourism. London: Routledge.
29. Howe, N., Strauss, W., & Nadler, R. (2008). Millennials & K-12 schools: Educational strategies for a new generation. Great Falls: Life Course Associates.
30. Jacobson, D., & Mustafa, N. (2019). Social identity map: A reflexivity tool for practicing explicit positionality in critical qualitative research. International Journal of Qualitative Methods, 18, 1609406919870075.
31. Khoo-Lattimore, C., & Yang, E. C. (2018). Asian youth travelers: Insights and implications. Singapore: Springer. Kim, J. J., & Fesenmaier, D. R. (2017). Sharing Tourism Experiences: The Post-Trip Experience. Journal of Travel Research, 56(1), 28-40.
32. Li, Y., Yang, S., Zhang, S., & Zhang, W. (2019). Mobile social media use intention in emergencies among Gen Y in China: An integrative framework of gratifications, task-technology fit, and media dependency. Telematics and Informatics, 42, 101244. https://doi.org/10.1016/j.tele.2019.101244
33. Lim, K. C, Ramli, K. I., Yusof, N. S., & Cheah, S. T. (2015). Examining young Malaysians travel behavior and expenditure patterns in domestic tourism. Asian Social Science, 11(9), 420-424. https://doi:10.5539/ass.v11n9p77.
34. MacCannell, D. (1973). Staged authenticity: arrangements of social space in tourist settings. American Journal of Sociology, 79(3), 589–603.
35. Mayring, P. (2004). Qualitative content analysis. In U. Flick, Ernst von Kardoff, & Ines Steinke (Eds.), A companion to qualitative research (pp. 159-176). London: SAGE Publications.
36. Mignon, J. M. (2003). Le tourisme des jeunes. Une valeur sure. Cahier Espaces, 77, 16-25.
37. Monaco, S. (2018). Tourism and the new generations: Emerging trends and social implications in Italy. Journal of Tourism Futures, 4(1), 7-15. https://doi.org/10.1108/jtf-12-2017-0053
38. Nowreen, S., & Hossain, K. F. (2021). the role of social media as an element of tourist motivation in Bangladesh. In A. Hassan (Ed.), Technology application in the tourism and hospitality industry of Bangladesh (pp. 229-241). Singapore: Springer.
39. Olsson, L., Friman, M., Lättman, K., & Fujii, S. (2020). Travel and life satisfaction - From Gen Z to the Silent Generation. Journal of Transport & Health, 18, 100894. https://doi.org/10.1016/j.jth.2020.100894
40. Oxford Learner’s Dictionaries. (2022). Generation Z. Retrieved September 25, 2022, form https://www.oxfordlearnersdictionaries.com/us/definition/english/generation-z
41. Özkan, M., & Solmaz, B. (2015). The changing face of the employees – Generation Z and their perceptions of work (A study applied to University students). Procedia Economics and Finance, 26, 476-483. https://doi.org/10.1016/s2212-5671(15)00876-x
42. Pine, B. J., & Gilmore, J. H. (1999). The experience economy: Past, present and future. Boston: Harvard Business Scholl Press.
43. Prayag, G., & Hosany, S. (2014). When Middle East meets West: Understanding the motives and perceptions of young tourists from United Arab Emirates. Tourism Management, 40, 35-45.
44. Priporas, C., Stylos, N., & Kamenidou, I. (2020). City image, city brand personality and Generation Z residents' life satisfaction under economic crisis: Predictors of city-related social media engagement. Journal of Business Research, 119, 453-463. https://doi.org/10.1016/j.jbusres.2019.05.019
45. Robinson, V. M., & Schänzel, H. A. (2019). A tourism inflex: Generation Z travel experiences. Journal of Tourism Futures, 5(2), 127-141. https://doi.org/10.1108/jtf-01-2019-0014
46. Rowiński, R., Morgulec-Adamowicz, N., Ogonowska-Slodownik, A., Dąbrowski, A., & Geigle, P. R. (2017). Participation in leisure activities and tourism among older people with and without disabilities in Poland. Archives of Gerontology and Geriatrics, 73, 82-88. https://doi.org/10.1016/j.archger.2017.07.025
47. Roy, S. K., Halim, M. A., Nafi, S. M., & Sazib, S. I. (2021). Factors affecting outbound tourism from Bangladesh: A Study on young Bangladeshi tourists. South Asian Journal of Social Studies and Economics, 11(4), 38-46.
48. Szymkowiak, A., Melović, B., Dabić, M., Jeganathan, K., & Kundi, G. S. (2021). Information technology and Gen Z: The role of teachers, the internet, and technology in the education of young people. Technology in Society, 65, 101565. https://doi.org/10.1016/j.techsoc.2021.101565
49. UNWTO. (2016). The global report on the power of the youth travel. Retrieved 11.27.2022, from https://www.wysetc.org/wp-content/uploads/2016/03/Global-Report_Power-of-Youth-Travel_2016.pdf
50. Wang, K. C., Hsieh, A. T., Yeh, Y. C., & Tsai, C. W. (2004). Who is the decision-maker: the parents or the child in group package tours? Tourism Management, 25(2), 183-194.
51. Williams, S., & Lew, A. (2015). Tourism geography: Critical understandings of place, space and experience. London: Routledge.
52. World Tourism Organization. (2008). Youth travel matters - Understanding the global phenomenon of youth travel. Retrieved 11.27.2022 from https://www.e-unwto.org/doi/epdf/10.18111/9789284412396
53. Xu, F., Morgan, M., & Song, P. (2009). Students’ travel behavior: A cross-cultural comparison of UK and China. International Journal of Tourism Research, 11, 255-268.
54. Xu, J. B., & Tavitiyaman, P. (2018). How young tourists are motivated: The role of destination personality. Tourism Analysis, 23(1), 165-170.
55. Zatori, A., Smith, M. K., & Puczko, L. (2018). Experience-involvement, memorability and authenticity: The service provider's effect on tourist experience. Tourism Management, 67, 111-126. https://doi.org/10.1016/j.tourman.2017.12.013