Alfa Kuşağı’nın Turizmdeki Tüketici Davranışı

Yıl 2023, Cilt: 4 Sayı: Türk Turizminin Geçmiş ve Gelecek Yüzyılı, 90 - 97, 29.10.2023

Begüm Emiroğlu

Öz

Nesil, aynı dönemde doğmuş ve yaşamları boyunca benzer tutum, davranış, değer ve deneyimlere sahip akran kişiliği geliştirmiş insanları ifade etmektedir. 2010’yılına kadar genel olarak sessiz kuşak, baby boomer, X, Y ve Z olmak üzere beş kuşak bulunmaktadır. Z kuşağından sonra gelen Alfa kuşağı, app kelimesinin yaygınlaştığı ve ipad ve instagram gibi bugün tüm dünyada popüler olan ürünlerin dünyaya tanıtıldığı bir yıl olan 2010’da doğmuştur. Alfa Kuşağı şimdiye kadar ki en bilgili, kültürel açıdan en zengin ve teknolojik açıdan en donanımlı kuşak olarak nitelendirilmektedir. Kuşak teorisi her kuşağın benzer tutum, beklenti, davranış ve deneyimlere sahip olduğunu ileri sürmektedir. Her neslin kendi içinde benzer tutum ve davranışlara sahip olması tüketici davranışı üzerinde büyük bir etki barındırmaktadır. Bu nedenle günümüz turizm ve seyahat sektöründe faaliyet gösteren işletmeler alfa kuşağının davranışlarını anlamak için büyük bir çaba göstermektedir. Alfa Kuşağı henüz herhangi bir işe yada mesleğe sahip olmamasına rağmen, ailelerinin satın alma kararlarını ve seyahat kararlarını etkileyebilme gücüne sahiptirler. Ancak literatürde Alfa Kuşağı’nın tüketici davranışı ve turizm endüstrisindeki seyahat kararlarını nasıl etkilediklerine ilişkin oldukça kısıtlı çalışma bulunmaktadır. Bu nedenle, bu araştırma ikincil verilerden yararlanarak Alfa Kuşağı’nın turizm endüstrisindeki tüketici davranışını incelemeyi amaçlamaktadır.

Anahtar Kelimeler

Kuşak teorisi, Kohort analizi, Alfa kuşağı, Tüketici davranışı, Turizm endüstrisinde α kuşağı

Consumer Behaviour of Generation Alpha in Tourism

Öz

Generation refers to people who were born in the same period and have developed peer personalities with similar attitudes, behaviours, values and experiences throughout their lives. Until 2010, there were generally five generations: silent, baby boomer, Generation X, Y and Z Generation Alpha, which came after Generation Z, was born in 2010 when the word app became widespread and products that are popular all over the world, such as iPad and Instagram, were introduced to the world. Therefore, this generation is described as the most knowledgeable, culturally rich and technologically equipped generation ever. Generational theory suggests that each generation has similar attitudes, expectations, behaviours and experiences. The fact that each generation has similar attitudes and behaviours has a great impact on consumer behaviour. Therefore, businesses operating in today's tourism and travel industry make great efforts to understand the behaviour of Generation Alpha. Although Generation Alpha does not yet have a job or profession, they have the power to influence their family's purchasing decisions and travel decisions. However, there are very limited studies in the literature on the consumer behaviour of Generation Alpha and how they influence travel decisions in the tourism industry. Therefore, this research aims to examine the consumer behaviour of Generation Alpha in the tourism industry by using secondary data.

Anahtar Kelimeler

Generation theory, Cohort analysis, Generation alpha, Consumer behaviour, Generation α in tourism industry

Kaynakça

• Alberton Record (2022, 13 April). Gen Alpha: The next economic force. Alberton Record. https://albertonrecord.co.za/322037/gen-alpha-the-next-economic-force/
• Bagci, B. (2020, 2 January). Active role of Generation Alpha in family trips. Linkedin. https://www.linkedin.com/pulse/active-role-generation-alpha-family-trips-bulut-bagci
• Beano Studios (2020, 9 June). The future's bright: the future's Gen Alpha. Beano Studios. https://www.beanostudios.com/post/the-future-s-bright-the-future-s-gen-alpha-1
• Cohen, S. A., Prayag, G., & Moital, M. (2014). Consumer behaviour in tourism: Concepts, influences and opportunities. Current issues in Tourism, 17(10), 872-909. https://doi.org/10.1080/13683500.2013.850064
• Dolot, A. (2018). The characteristics of Generation Z. E-mentor, 74(2), 44-50.
• Expedia Group (n.d). Generation Alpha & family trends. Expedia Group Media Solutions. https://go2.advertising.expedia.com/family-travel-trends-generation-alpha-typ.html
• Gauthier, M. (2019, 12 August). Gen Alpha: Littlest travelers have big impact on family trips. https://www.wexinc.com/insights/blog/wex-travel/consumer/gen-alpha-littlest-travelers-have-big-impact-on-family-trips/
• 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
• Gray, L.P., Kerstetter, D. L., & Warnick, R. (2002). Forecasting travel patterns using Palmore's cohort analysis. Journal of Travel & Tourism Marketing, 13(1-2), 125-143. https://doi.org/10.1300/J073v13n01_09
• Homeaway (2015, 18 May). New HomeAway survey reveals the strong influence of kids on family travel plans. Globenewswire by notified. https://www.globenewswire.com/en/news-release/2015/05/18/736698/32179/en/New-HomeAway-Survey-Reveals-the-Strong-Influence-of-Kids-on-Family-Travel-Plans.html
• Huang, Q., & Lu, Y. (2017). Generational perspective on consumer behavior: China's potential outbound tourist market. Tourism Management Perspectives, 24, 7-15. https://doi.org/10.1016/j.tmp.2017.07.008
• Kusmayadi, H. Wiweka, K., Kurniawati, R., & Adnyana, I. N., Jakarta, S.T.P.S. (2017). The profile and behavior of smart tourist*(Generation Z) in making decisions and travelling. World Research Summit for Tourism and Hospitality (4th), 8-11.12. 2017. Orlando, USA.
• Iberdrola (n.d.). Generation Alpha will lead a 100% digital world. Iberdrola. https://www.iberdrola.com/talent/alpha-generation
• Jha, A. K. (2020). Understanding Generation Alpha. https://doi.org/10.31219/osf.io/d2e8g
• Juvan, E., Omerzel, D. G., & Maravic, M. U. (2017, May). Tourist behaviour: An overview of models to date. In Management International Conference (pp. 24-27). Italy: Monastier di Treviso.
• Komodromos, I. (2019). New generation of consumers in the tourism industry: Secondary Research. International Journal of Entrepreneurship and Innovative Competitiveness – IJEIC, 1(1) 1-27.
• Li, X., Li, X. R., & Hudson, S. (2013). The application of generational theory to tourism consumer behavior: An American perspective. Tourism Management, 37, 147-164. https://doi.org/10.1016/j.tourman.2013.01.015
• McCrindle (2020). Understanding Generation Alpha. McCrindle Research Pty Ltd.
• McCrindle (n.d.). Understanding Generation Alpha. https://mccrindle.com.au/article/topic/generation-alpha/generation-alpha-defined/
• Nagy, A., & Kolcsey, A. (2017). Generation Alpha: Marketing or science?. Acta Technologica Dubnicae, 7(1), 107-115. https://doi.org/10.1515/atd-2017-0007
• Nuttall, C. (2022, 20 Semptember). Baby boomer, Gen Z, Millennials, they get talked about a lot. But what about Generation Alpha? Who are they?. GWI. https://blog.gwi.com/marketing/us-gen-alpha-characteristics/
• Raja, M. A. S., Gurung, D. J., & Vincent, T. N. (2021). Market segmentation framework for Generation Alpha cohorts. Productivity, 62(3), 248-254. https://doi.org/https://doi.org/10.32381/PROD.2021.62.03.04
• Sakdiyakorn, M., Golubovskaya, M., & Solnet, D. (2021). Understanding Generation Z through collective consciousness: Impacts for hospitality work and employment. International Journal of Hospitality Management, 94, 102822. https://doi.org/10.1016 /j.ijhm.2020.102822
• Self, T. T., Gordon, S., & Jolly, P. M. (2019). Talent management: A Delphi study of assessing and developing GenZ hospitality leaders. International Journal of Contemporary Hospitality Management, 31(10), 4126-4149. DOI: 10.1108/IJCHM-11-2018-0915
• 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. DOI: 10.9734/AIR/2018/43872
• Sima, C. (2016). Generations BB, X, Y, Z, a–the changing consumer in the hospitality industry. In The Routledge Handbook of Hotel Chain Management (pp. 471-479). New York: Routledge.
• Smartvel, (2023, 8 February). The iltimate travel trends for 2023. Smartvel. https://blog.smartvel.com/blog/generation-alpha-travel .
• Spectra (n.d.). Shakeout: 6 trends shaping Generation Alpha. Spectra. https://www.spectrapartnership.com/shakeout-6-trends-shaping-generation-alpha-part-1/
• 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 (eRTR), 15(2-3), 223-241.
• Thedrum.com (2022, 17 March). What is Generation Alpha, and why is it the most influential generation in CX?. Open Mic. https://www.thedrum.com/profile/infobip/news/gen-alpha-the-most-influential-generation-for-cx#:~:text=Generation%20Alpha%20are%20kids%20born,greatest%20spending%20power%20in%20history
• Thomas, M. R., & Shivani, M. P. (2020). Customer profiling of Alpha: The next generation marketing. Ushus Journal of Business Management, 19(1), 75-86. DOI: 10.12725/ujbm.50.5
• Travel Technology & Solution (n.d.). How is Generation Alpha changing the travel industry?. Travel Technology & Solution. https://www.tts.com/blog/who-is-generation-alpha-and-are-they-going-to-change-the-travel-industry/
• Valkeneers, G., & Vanhoomissen, T. (2012). Generations living their own life: The differences in lifestyle and consumer behaviour between busters and baby boomers. Journal of Customer Behaviour, 11(1), 53-68. https://doi.org/10.1362/147539212X13286273975274
• Vieira, J., Frade, R., Ascenso, R., Prates, I., & Martinho, F. (2020). Generation Z and key-factors on e-commerce: A study on the portuguese tourism sector. Administrative Sciences, 10(4), 103. https://doi.org/10.3390/admsci10040103
• Wixecommerce (2023, 19 January). Let's talk about the Gen Alpha consumer. WixeCommerce. https://www.wix.com/blog/ ecommerce/2023/01/gen-alpha-consumer
• Wunderman Thompson (n.d.). Generation Alpha. Wunderman Thompson Commerce.