IDEAS home Printed from https://ideas.repec.org/h/spr/prbchp/978-3-031-58839-6_18.html
   My bibliography  Save this book chapter

Coming to Terms with the Digital Natives: Understanding the Marketing Sensitivities of GenZers as Hospitality Consumers

In: Information and Communication Technologies in Tourism 2024

Author

Listed:
  • Semih Yılmaz

    (Bilkent University)

  • Ayşe Collins

    (Bilkent University)

  • Seyid Amjad Ali

    (Bilkent University)

Abstract

As “digital natives”, GenZ is set apart from previous generations in terms of its online connectedness. Even though this generation is expected to be the prevailing customer base around the world by 2026, there is a noticeable lack of studies on GenZ’s consumer characteristics within the hospitality context. This study investigates the marketing-related factors affecting GenZ’s accommodation decisions as well as their consumer sensitivities to contemporary constructs such as brand uniqueness, social media presentability, sustainability consciousness, and cancel culture.

Suggested Citation

  • Semih Yılmaz & Ayşe Collins & Seyid Amjad Ali, 2024. "Coming to Terms with the Digital Natives: Understanding the Marketing Sensitivities of GenZers as Hospitality Consumers," Springer Proceedings in Business and Economics, in: Katerina Berezina & Lyndon Nixon & Aarni Tuomi (ed.), Information and Communication Technologies in Tourism 2024, pages 171-174, Springer.
    • Handle: RePEc:spr:prbchp:978-3-031-58839-6_18
    DOI: 10.1007/978-3-031-58839-6_18
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:prbchp:978-3-031-58839-6_18. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.