In Search for Meaning? Modelling Generation Z Spiritual Travel Motivation Scale—The Case of Serbia

Rastislav Stojsavljević, Miroslav D. Vujičić, Uglješa Stankov, Igor Stamenković (), Dejan Masliković, Adam B. Carmer, Darko Polić, Dino Mujkić and Marko Bajić
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Rastislav Stojsavljević: Faculty of Sciences, Department of Geography, Tourism and Hotel Management, University of Novi Sad, 21000 Novi Sad, Serbia
Miroslav D. Vujičić: Faculty of Sciences, Department of Geography, Tourism and Hotel Management, University of Novi Sad, 21000 Novi Sad, Serbia
Uglješa Stankov: Faculty of Sciences, Department of Geography, Tourism and Hotel Management, University of Novi Sad, 21000 Novi Sad, Serbia
Igor Stamenković: Faculty of Sciences, Department of Geography, Tourism and Hotel Management, University of Novi Sad, 21000 Novi Sad, Serbia
Dejan Masliković: Institute for Social Science, 11000 Belgrade, Serbia
Adam B. Carmer: School of Hospitality and Tourism Management, Muma College of Business, University of South Florida, Tampa, FL 33620, USA
Darko Polić: Urban Planning Research and Development Centre “Urbanizam Novi Sad”, 21000 Novi Sad, Serbia
Dino Mujkić: Faculty of Sports and Physical Education, University of Sarajevo, 71000 Sarajevo, Bosnia and Herzegovina
Marko Bajić: United Nations Development Programme, 11000 Belgrade, Serbia

Sustainability, 2023, vol. 15, issue 6, 1-13

Abstract: Spiritual travel is increasingly viewed as an asset for the development of sustainable tourism. A great deal of research has been conducted on travel motivation to comprehend spiritually-motivated travel, but less is known about Generation Z’s travel motivation. This subject is relevant since Generation Z will represent the travel market of the future. Therefore, managers of spiritually-themed locations must understand the characteristics of their prospective visitors (Generation Z) in order to create more comprehensive tourism offerings. We use exploratory and confirmatory factor analysis to validate the scale and inferential statistics to analyse the data regarding the main socio-demographic characteristics. Spiritual and Canonical Experiences, Escapism, Ascetic Life, and Social Interactions, Natural and Cultural Values, Religious Events, and Active Participation were identified as the main dimensions in this study. In our conclusion, the ramifications of the findings for destination management and marketing are examined.

Keywords: travel motivation; spiritual travel; Generation Z; sustainability; Serbia (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2023
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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