Understanding generation Z’s travel social decision-making

Christina K. Dimitriou () and Emad AbouElgheit ()
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Christina K. Dimitriou: School of Business and Economics – State University of New York at Plattsburgh Department of Hospitality Management 101 Broad Street, 403H Sibley Hall Plattsburg, New York 12901-2681 - USA
Emad AbouElgheit: Ancell School of Business – Western Connecticut State University Department of Marketing University Blvd, Ancell School of Business (Office 206) Danbury, CT 06811 - USA

Tourism and Hospitality Management, 2019, vol. 25, issue 2, 311-334

Abstract: Purpose – To propose a new decision-making process that Generation Zers adopt when they shop for travel and tourism services through social and mobile applications (i.e., hotels, airlines, attractions, and restaurants). Design – A qualitative research was used to explore the changes and unique characteristics of the Generation Z’s different stages of social travel decision-making. Methodology – A conceptual approach that relies on an extensive literature review of classical decision-making models reflecting the changes and differences in each stage in the process. Approach – The authors rely on Engel-Kollat-Blackwell’s (EKB) consumer decision-making model as a base to understand and propose a modified model. Findings – The authors propose a new social decision-making process model for Generation Z. The proposed model consists of five stages and each step is deeper and more complex than ever before. These stages are as follows: 1) Inspiration, 2) Need for Social Recognition, 3) Planning, Search and Evaluation, 4) Booking, and 5) Post-Booking Evaluation. Originality of the research – The paper is the first study to propose a unique decision-making process for Generation Z travellers in the realm of social and mobile business.

Keywords: Generation Z; social travel; marketing; consumer decision-making model; social media; consumer behaviour; mobile apps Journal: Tourism and Hospitality Management (search for similar items in EconPapers)
JEL-codes: L83 (search for similar items in EconPapers)
Date: 2019
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Citations: View citations in EconPapers (3)

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Persistent link: https://EconPapers.repec.org/RePEc:tho:journl:v:25:y:2019:n:2:p:311-334

DOI: 10.20867/thm.25.2.4

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