Abstract
Studies on generations are among the current research topics in marketing and consumer behavior. Generation Z shows itself as new consumers. The involvement of Generation Z, which is more intertwined with technology than the previous generations, is the topic of this study. Factors such as value perceptions, risk
perceptions and interests of consumers give important clues in understanding consumer involvement. Gender variable is another important variable taken into consideration in marketing studies. In this respect, the aim of this study is to determine whether there is a significant difference in the involvement of Generation Z according to gender and planned holiday status, and to determine the theoretical fit of the data obtained from the Turkish Z Generation sample with the model. In this study, data were collected from a total of 314 participants with convenience sampling method and face-to-face survey technique. Validity and reliability analyses were
performed on the data. As the data meet the normal distribution assumption, then we conducted Explanatory Factor Analysis and Confirmatory Factor Analysis to the Involvement Scale in accordance with the purpose of the study. Independent samples t test was used to reveal differences between groups. According to the results of
the study, it was found that Generation Z did not show a significant difference in the involvement for holiday by gender, but for the participants who planned their holidays, the interest/perceived importance from the holiday was significantly higher than who did not make plan for holiday. In addition, it was determined that the original involvement scale adapted for the holiday product of the data obtained from Generation Z was in fit with the five-factor of the theoretical structure.