Generation Z Marketing and Management in Tourism and Hospitality The Future of the Industry

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. 

Introduction: Gen Z Marketing and Management in Tourism and Hospitality.- 1. Digital Natives Leading the World: Paragons and Values of Generation Z.- 2. Generation Z and Managing Multiple Generational Cohorts Simultaneously in Tourism and Hospitality.- 3. Generation Z and Tourism Entrepreneurship: Generation Z’s career path in the Tourism Industry.- 4. Generation Z and their Perceptions of Well-Being in Tourism.- 5. New Sheriff in Town? Discovering Generation Z as Tourists.- 6. Gen Z Tourists and Smart Devices.- 7. Generation Z and Digital Influencers in the Tourism Industry.- 8. Generation Z: Young People’s Perceptions of Cruising Safety, Security and Related Risks.- 9. The New Foodie Generation: Gen Z.- 10. Perceptions of Gen Z Tourists on Street Food in Hong Kong.- 11. Generation Z Active Sports Tourism: A Conceptual Framework and Analysis of Intention to Revisit.- 12. Are Generation Z Ethical Consumers?.- Index.

Nikolaos Stylos is Senior Lecturer/Associate Professor of Marketing, University of Bristol. He is also an Honorary Professor of Hotel Management at Tainan University of Technology, Taiwan. Nikolaos has published in leading academic journals, e.g. Tourism Management, Journal of Travel Research, and Psychology & Marketing. Dr Stylos served as professional management consultant for a decade.

Roya Rahimi is Reader in Marketing and Leisure Management, University of Wolverhampton. Her research has been published in top-tier journals, e.g. Annals of Tourism Research, and International Journal of Contemporary Hospitality Management. Dr Rahimi sits on the editorial board of leading academic journals, and her industry experience includes seven years working in the hotel industry.

Bendegul Okumus is Assistant Professor, University of Central Florida. Dr Okumus has authored/co-authored numerous academic journal articles and has completed numerous research grants. She also has work experience in the hospitality industry, particularly in food services and event management.