What features of digital travel-related information is generation Z looking for?

Helena Nemec Rudež ()
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Helena Nemec Rudež: University of Primorska, Faculty of Tourism Studies – Turistica, Department for Management in Tourism, Obala 11a, 6320 Portorož, Slovenia
Authors registered in the RePEc Author Service: Helena Nemec Rudež

Tourism and Hospitality Management, 2023, vol. 29, issue 4, 495-504

Abstract: Purpose - The study aims to identify segments of Generation Z based on common digital information features used for travel purposes. Generation Z is specific generation in terms of digital information use as they have grown up as digital natives unlike older generations. Methodology/Design/Approach – Students representing Generation Z are studied by collecting data from a structured online questionnaire consisting of Likert-type scales on digital information features. The questionnaire also includes travel-related benefits and some demographic characteristics of the respondents. Principal component analysis is performed to identify the factors underlying the information features sought, followed by K-Means clustering applied to the identified factors. The characteristics of the clusters are analysed. Findings - Based on the importance of digital travel-related information features, two distinct segments are identified to be targeted through digital marketing. The larger segment “Practical information seekers†looks for accessible and secure information and the smaller segment “Genuine information seekers†focuses on authenticity of information. Originality of the research - The study confirms the heterogeneity of the Generation Z travel market by identifying two distinct segments that pursue different digital information features.

Keywords: Generation Z; digital information features; travel-related benefits (search for similar items in EconPapers)
JEL-codes: L83 (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:tho:journl:v:29:y:2023:n:4:p:495-504

DOI: 10.20867/thm.29.4.2

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