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What features of digital travel-related information is generation Z looking for?

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  • Helena Nemec Rudež

    (University of Primorska, Faculty of Tourism Studies – Turistica, Department for Management in Tourism, Obala 11a, 6320 Portorož, Slovenia)

Abstract

Purpose - The study aims to identify segments of Generation Z based on common digital information features used for travel purposes. Generation Z is specific generation in terms of digital information use as they have grown up as digital natives unlike older generations. Methodology/Design/Approach – Students representing Generation Z are studied by collecting data from a structured online questionnaire consisting of Likert-type scales on digital information features. The questionnaire also includes travel-related benefits and some demographic characteristics of the respondents. Principal component analysis is performed to identify the factors underlying the information features sought, followed by K-Means clustering applied to the identified factors. The characteristics of the clusters are analysed. Findings - Based on the importance of digital travel-related information features, two distinct segments are identified to be targeted through digital marketing. The larger segment “Practical information seekers†looks for accessible and secure information and the smaller segment “Genuine information seekers†focuses on authenticity of information. Originality of the research - The study confirms the heterogeneity of the Generation Z travel market by identifying two distinct segments that pursue different digital information features.

Suggested Citation

  • Helena Nemec Rudež, 2023. "What features of digital travel-related information is generation Z looking for?," Tourism and Hospitality Management, University of Rijeka, Faculty of Tourism and Hospitality Management, vol. 29(4), pages 495-504, December.
    • Handle: RePEc:tho:journl:v:29:y:2023:n:4:p:495-504
    DOI: https://doi.org/10.20867/thm.29.4.2
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    References listed on IDEAS

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    1. Xiang, Zheng & Magnini, Vincent P. & Fesenmaier, Daniel R., 2015. "Information technology and consumer behavior in travel and tourism: Insights from travel planning using the internet," Journal of Retailing and Consumer Services, Elsevier, vol. 22(C), pages 244-249.
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    More about this item

    Keywords

    Generation Z; digital information features; travel-related benefits;
    All these keywords.

    JEL classification:

    • L83 - Industrial Organization - - Industry Studies: Services - - - Sports; Gambling; Restaurants; Recreation; Tourism

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