Generation Z and Key-Factors on E-Commerce: A Study on the Portuguese Tourism Sector

Jorge Vieira, Rui Frade, Raquel Ascenso, Inês Prates and Filipa Martinho
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Jorge Vieira: Department of Management and Administration, ISLA Santarém, Higher Institute of Management and Administration, Largo Cândido dos Reis, 2000-241 Santarém, Portugal
Rui Frade: Department of Management and Administration, ISLA Santarém, Higher Institute of Management and Administration, Largo Cândido dos Reis, 2000-241 Santarém, Portugal
Raquel Ascenso: Department of Management and Administration, ISLA Santarém, Higher Institute of Management and Administration, Largo Cândido dos Reis, 2000-241 Santarém, Portugal
Inês Prates: Department of Management and Administration, ISLA Santarém, Higher Institute of Management and Administration, Largo Cândido dos Reis, 2000-241 Santarém, Portugal
Filipa Martinho: Department of Management and Administration, ISLA Santarém, Higher Institute of Management and Administration, Largo Cândido dos Reis, 2000-241 Santarém, Portugal

Administrative Sciences, 2020, vol. 10, issue 4, 1-17

Abstract: In recent years, tourism has experienced remarkable growth worldwide. This sector is rapidly becoming the main export activity and the most important source of GDP growth in several countries. In Portugal, it represented around 19.7% of exports in 2019. The internet and online platforms contributed decisively to this growth. Generation Z already represents a considerable portion of society and, in the coming years, will become the central consumer segment. With this research, we intend to identify the key factors in the decision to purchase online, in Generation Z individuals, in the Portuguese tourism sector. We carried out a characterization of the sector, a bibliographic review and the identification of key variables. We applied a structured questionnaire to a sample of 233 individuals aged between 10 and 25 years. Subsequently, the data were processed using descriptive methodologies and association tests between variables. The key factors in the decision to purchase tourism products/services in Generation Z are Trust, Price, the use of aggregating websites, WOM/EWOM, the Offer of products/services online and the Online experience. In the opposite direction, it was given less importance to Convenience, Reviews on tourism websites, Tourism Advertising, Social networking and the possibility of Canceling the reservation. This study allows us to establish the bases for future research, to help researchers to understand Generation Z consumption habits.

Keywords: generation Z; e-commerce; tourism (search for similar items in EconPapers)
JEL-codes: L M M0 M1 M10 M11 M12 M14 M15 M16 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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