Generation Z (Gen Z) is the demographic cohort also known as Post-Millennials, the iGeneration or the Homeland Generation. Referring to individuals born roughly between the mid-1990s and the early 2000s, they are our youngest consumers, students, colleagues, and voters. Understanding them is a key aspect. In the context of the hospitality and tourism, Gen Z-ers represent the future in human resources, and service production and consumption. This book focuses on the aspirations, expectations, preferences and behaviours related to individuals within this demographic. It critically discusses their dynamism in driving the tourism sector and offers insights into the roles that Gen Z will inhabit as visitors, guests, consumers, employees, and entrepreneurs. This book is a valuable resource for managers, scholars and students interested in acquiring concrete knowledge on how Gen Z will shape the marketing and management of tourism-related services.

This book examines the lifestyles, expectations and plans of Millennials and Generation Z and how they are redefining tourism. It demonstrates that if the tourism industry is to enjoy future growth, it must understand and meet the particular needs of these two generations. The volume explores the present and future challenges faced by the tourism industry as a result of the generational turnover, and seeks to answer the following questions: What contribution can the new generations make to the future of tourism? How are technological advancements and social networks shaping future travel trends? Can a generational perspective be useful to help the tourism industry recover from the COVID-19 crisis? The book will be of interest to researchers and students of sociology and tourism studies, as well as tourism professionals.

This book looks at Generation Y in a tourism context; in broad conceptual terms such as trends and behaviour, and in applied terms, for example looking at particular types of travel that Generation Y takes part in, and tourism marketing aimed specifically at them. Benckendorff/Moscardo, James Cook Uni, Pendergast, Griffith Uni, Aus.

This open access book presents the proceedings of the International Federation for IT and Travel & Tourism (IFITT)’s 29th Annual International eTourism Conference, which assembles the latest research presented at the ENTER2022 conference, which will be held on January 11–14, 2022. The book provides an extensive overview of how information and communication technologies can be used to develop tourism and hospitality. It covers the latest research on various topics within the field, including augmented and virtual reality, website development, social media use, e-learning, big data, analytics, and recommendation systems. The readers will gain insights and ideas on how information and communication technologies can be used in tourism and hospitality. Academics working in the eTourism field, as well as students and practitioners, will find up-to-date information on the status of research.

Gen Z, Tourism, and Sustainable Consumption is the first book to provide a comprehensive account of Generation Z in relation to sustainable consumption practices and travel cultures. Gen Z is regarded as the world’s largest consumer market. The growth and behaviour of this economically significant market will have enormous implications for the future development of the tourism industry and destinations and its long-term sustainability. Characterised as being the first generation to grow up with the Internet and sometimes even referred to as the i-Generation, Gen Z is broadly regarded as having an avid interest in travel but seeks to do so in a way that is socially and environmentally conscious, mobile connected, and grounded in authentic local experiences. Logically structured and featuring contributions from a plethora of experts on the topic, this volume provides a critical examination of Gen Z consumer and travel behaviour in a comparative international context and its implications for the tourism, hospitality, and events industries. Embellished with illustrative figures and tables throughout, this book will be of pivotal interest not only to policy makers, destination management and marketing organisations (DMOs), and students of tourism, hospitality, sustainable consumption, and consumer culture, but also to those who seek to cater to this key market.

With bigger challenges come great opportunities, and Marketing to Gen Z wants to help you get ahead of the game when it comes to understanding and reaching this next generation of buyers. Having internalized the lessons of the Great Recession, Generation Z blends the pragmatism and work ethic of older generations with the high ideals and digital prowess of youth. For brands, reaching this mobile-first and socially conscious cohort requires real change, not just tweaks to the Millennial plan. In Marketing to Gen Z, businesses will learn how to: Get past the 8-second filter Avoid blatant advertising and tap influencer marketing Understand their language and off-beat humor Offer the shopping experiences they expect Marketing to Gen Z dives into and explains all this and much more, so that businesses may most effectively connect and converse with the emerging generation that is expected to comprise 40 percent of all consumers by 2020. Now is the time to learn who they are and what they want!

Say Hello to Your Incoming Class—They're Not Millennials Anymore Generation Z is rapidly replacing Millennials on college campuses. Those born from 1995 through 2010 have different motivations, learning styles, characteristics, skill sets, and social concerns than previous generations. Unlike Millennials, Generation Z students grew up in a recession and are under no illusions about their prospects for employment after college. While skeptical about the cost and value of higher education, they are also entrepreneurial, innovative, and independent learners concerned with effecting social change. Understanding Generation Z's mindset and goals is paramount to supporting, developing, and educating them through higher education. Generation Z Goes to College showcases findings from an in-depth study of over 1,100 Generation Z college students from 15 vastly different U.S. higher education institutions as well as additional studies from youth, market, and education research related to this generation. Authors Corey Seemiller and Meghan Grace provide interpretations, implications, and recommendations for program, process, and curriculum changes that will maximize the educational impact on Generation Z students. Generation Z Goes to College is the first book on how this up-and-coming generation will change higher education.