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

Author

Listed:
  • 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)

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.

Suggested Citation

  • Jorge Vieira & Rui Frade & Raquel Ascenso & Inês Prates & Filipa Martinho, 2020. "Generation Z and Key-Factors on E-Commerce: A Study on the Portuguese Tourism Sector," Administrative Sciences, MDPI, vol. 10(4), pages 1-17, December.
    • Handle: RePEc:gam:jadmsc:v:10:y:2020:i:4:p:103-:d:461584
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    References listed on IDEAS

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    1. Tasoff, Joshua & Letzler, Robert, 2014. "Everyone believes in redemption: Nudges and overoptimism in costly task completion," Journal of Economic Behavior & Organization, Elsevier, vol. 107(PA), pages 107-122.
    2. Damien Chaney & Mourad Touzani & Karim Ben Slimane, 2017. "Marketing to the (new) generations: summary and perspectives," Post-Print hal-02047966, HAL.
    3. Bonsón Ponte, Enrique & Carvajal-Trujillo, Elena & Escobar-Rodríguez, Tomás, 2015. "Influence of trust and perceived value on the intention to purchase travel online: Integrating the effects of assurance on trust antecedents," Tourism Management, Elsevier, vol. 47(C), pages 286-302.
    4. Damien Chaney & Mourad Touzani & Karim Ben Slimane, 2017. "Marketing to the (new) generations: summary and perspectives," Post-Print hal-02541232, HAL.
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    Cited by:

    1. Das, Lipsa & Kunja, Sambashiva Rao, 2024. "Why do consumers return products? A qualitative exploration of online product return behaviour of young consumers," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).

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