IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v15y2023i11p8756-d1158563.html
   My bibliography  Save this article

Examining the Disruptive Potential of Generation Z Tourists on the Travel Industry in the Digital Age

Author

Listed:
  • Alina Petronela Pricope Vancia

    (Faculty of Economic Sciences and Business Administration, Transilvania University of Brașov, Colina Universității Street No. 1, Building A, 500068 Brașov, Romania)

  • Codruța Adina Băltescu

    (Faculty of Economic Sciences and Business Administration, Transilvania University of Brașov, Colina Universității Street No. 1, Building A, 500068 Brașov, Romania)

  • Gabriel Brătucu

    (Faculty of Economic Sciences and Business Administration, Transilvania University of Brașov, Colina Universității Street No. 1, Building A, 500068 Brașov, Romania)

  • Alina Simona Tecău

    (Faculty of Economic Sciences and Business Administration, Transilvania University of Brașov, Colina Universității Street No. 1, Building A, 500068 Brașov, Romania)

  • Ioana Bianca Chițu

    (Faculty of Economic Sciences and Business Administration, Transilvania University of Brașov, Colina Universității Street No. 1, Building A, 500068 Brașov, Romania)

  • Liliana Duguleană

    (Faculty of Economic Sciences and Business Administration, Transilvania University of Brașov, Colina Universității Street No. 1, Building A, 500068 Brașov, Romania)

Abstract

The tourism industry has faced several challenges over the years, due to the evolution of technology and behavioral changes of the generations. The research focused on the new generation of tourists, Generation Z. Known as digital natives, the study aimed to identify their current travel behavior in the digital age and their perception of the future of travel in the context of recent technological developments, namely artificial intelligence, and virtual reality, thus highlighting specific elements that could disrupt the travel industry. To achieve this goal, qualitative research was conducted, using two sessions of focus groups among 20 Generation Z tourists. The results show that Generation Z tourists exhibit disruptive behavior primarily due to their heavy reliance on social media platforms, even for travel purposes. Social media has become their primary search engine, and travel influencers hold significant sway over certain individuals in this generation. In addition, they serve as influencers, by sharing visual content from their travels. Another noteworthy trend in the travel industry is Generation Z’s inclination towards multi-channel booking, effortlessly switching between different booking options. Lastly, although the results show little awareness of the potential of advanced technologies, their openness to adopt them to simplify the travel planning process further contributes to the disruption of traditional travel patterns. Generation Z can be considered a bridge between previous and future generations. The study has implications for management and marketing activities in the tourism field.

Suggested Citation

  • Alina Petronela Pricope Vancia & Codruța Adina Băltescu & Gabriel Brătucu & Alina Simona Tecău & Ioana Bianca Chițu & Liliana Duguleană, 2023. "Examining the Disruptive Potential of Generation Z Tourists on the Travel Industry in the Digital Age," Sustainability, MDPI, vol. 15(11), pages 1-19, May.
    • Handle: RePEc:gam:jsusta:v:15:y:2023:i:11:p:8756-:d:1158563
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/15/11/8756/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/15/11/8756/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Jansson, André, 2018. "Rethinking post-tourism in the age of social media," Annals of Tourism Research, Elsevier, vol. 69(C), pages 101-110.
    2. Katarzyna Bilińska & Barbara Pabian & Aleksander Pabian & Beata Reformat, 2023. "Development Trends and Potential in the Field of Virtual Tourism after the COVID-19 Pandemic: Generation Z Example," Sustainability, MDPI, vol. 15(3), pages 1-13, January.
    3. Packiaraj Thangavel & Pramod Pathak & Bibhas Chandra, 2022. "Consumer Decision-making Style of Gen Z: A Generational Cohort Analysis," Global Business Review, International Management Institute, vol. 23(3), pages 710-728, June.
    4. Kim, Kibum & Baek, Chulwoo & Lee, Jeong-Dong, 2018. "Creative destruction of the sharing economy in action: The case of Uber," Transportation Research Part A: Policy and Practice, Elsevier, vol. 110(C), pages 118-127.
    5. Dimitris Drosos & Miltiadis Chalikias & Michalis Skordoulis & Petros Kalantonis & Aristeidis Papagrigoriou, 2017. "The Strategic Role of Information Technology in Tourism: The Case of Global Distribution Systems," Springer Proceedings in Business and Economics, in: Vicky Katsoni & Amitabh Upadhya & Anastasia Stratigea (ed.), Tourism, Culture and Heritage in a Smart Economy, pages 207-219, Springer.
    6. Timothy H. Reisenwitz & Jie G. Fowler, 2019. "Information Sources and the Tourism Decision-making Process: An Examination of Generation X and Generation Y Consumers," Global Business Review, International Management Institute, vol. 20(6), pages 1372-1392, December.
    7. Mohd Haniff Jedin & Kohila Ranjini Annathurai, 2020. "Exploring travellers booking factors through online booking agency," International Journal of Business Information Systems, Inderscience Enterprises Ltd, vol. 35(1), pages 45-62.
    8. Cristian Bogdan Onete & Doru Plesea & Sonia Budz, 2018. "Sharing Economy: Challenges and Opportunities in Tourism," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 20(S12), pages 998-998, November.
    9. Emmanuel Fragnière & Jean-Michel Sahut & Lubica Hikkerova & Roland Schegg & Michael Schumacher & Sandra Grèzes & Randolf Ramseyer, 2022. "Blockchain Technology in the Tourism Industry: New Perspectives in Switzerland," Journal of Innovation Economics, De Boeck Université, vol. 0(1), pages 65-90.
    10. Gina Ionela Butnaru & Valentin Niţă & Cristiana Melinte & Alexandru Anichiti & Geanina Brînză, 2022. "The Nexus between Sustainable Behaviour of Tourists from Generation Z and the Factors That Influence the Protection of Environmental Quality," Sustainability, MDPI, vol. 14(19), pages 1-17, September.
    11. Lidija Lalicic & Christian Weismayer, 2016. "The passionate use of mobiles phones among tourists," Information Technology & Tourism, Springer, vol. 16(2), pages 153-173, June.
    12. Irem Önder & Ulrich Gunter, 2022. "Blockchain: Is it the future for the tourism and hospitality industry?," Tourism Economics, , vol. 28(2), pages 291-299, March.
    13. Gf, Sujood & Siddiqui, Samiha & Bano, Naseem & Hamid, Sheeba, 2022. "Travelling to Tourism Destinations through the lens of Sustainability: An extended TPB Model to predict behavioural intention of Gen Z Consumers," Journal of Tourism, Sustainability and Well-being, Cinturs - Research Centre for Tourism, Sustainability and Well-being, University of Algarve, vol. 10(3), pages 172-189.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Mihail Ovidiu Tănase & Puiu Nistoreanu & Răzvan Dina & Bogdan Georgescu & Virgil Nicula & Cosmin Nicolae Mirea, 2023. "Generation Z Romanian Students’ Relation with Rural Tourism—An Exploratory Study," Sustainability, MDPI, vol. 15(10), pages 1-21, May.
    2. T. S. Stumpf & Christopher B. Califf & Joshua J. Frye, 2020. "Technological metaworlds in travel," Information Technology & Tourism, Springer, vol. 22(2), pages 273-296, June.
    3. Georgios Giotis & Evangelia Papadionysiou, 2022. "The Role of Managerial and Technological Innovations in the Tourism Industry: A Review of the Empirical Literature," Sustainability, MDPI, vol. 14(9), pages 1-20, April.
    4. Mikko Hänninen & Anssi Smedlund, 2021. "Same Old Song with a Different Melody: The Paradox of Market Reach and Financial Performance on Digital Platforms," Journal of Management Studies, Wiley Blackwell, vol. 58(7), pages 1832-1868, November.
    5. Michael James Walsh & Raechel Johns & Naomi F. Dale, 2019. "The social media tourist gaze: social media photography and its disruption at the zoo," Information Technology & Tourism, Springer, vol. 21(3), pages 391-412, September.
    6. Moro, Sérgio & Lopes, Rui J. & Esmerado, Joaquim & Botelho, Miguel, 2020. "Service quality in airport hotel chains through the lens of online reviewers," Journal of Retailing and Consumer Services, Elsevier, vol. 56(C).
    7. Lee, Junmin & Kim, Keungoui & Kim, Jiyong & Hwang, Junseok, 2022. "The relationship between shared mobility and regulation in South Korea: A system dynamics approach from the socio-technical transitions perspective," Technovation, Elsevier, vol. 109(C).
    8. Syed Zeeshan Zahoor & A. M. Shah, 2024. "Impact of Social Media on Users’ Complex Buying Behaviour: Analysing the Mediating Effect of Perception and Moderating Effect of Extended Social Media Usage," Management and Labour Studies, XLRI Jamshedpur, School of Business Management & Human Resources, vol. 49(1), pages 119-148, February.
    9. Zhicheng Weng & Pinliang Luo, 2021. "Supervision of the Default Risk of Online Car-Hailing Platform from an Evolutionary Game Perspective," Sustainability, MDPI, vol. 13(2), pages 1-19, January.
    10. Stefano Duglio & Giulia Salotti & Giulia Mascadri, 2023. "Conditions for Operating in Marginal Mountain Areas: The Local Farmer’s Perspective," Societies, MDPI, vol. 13(5), pages 1-14, April.
    11. Irene (Eirini) Kamenidou & Aikaterini Stavrianea & Evangelia-Zoi Bara, 2020. "Generational Differences toward Organic Food Behavior: Insights from Five Generational Cohorts," Sustainability, MDPI, vol. 12(6), pages 1-25, March.
    12. Maria J. Pouri & Lorenz M. Hilty, 2018. "Conceptualizing the Digital Sharing Economy in the Context of Sustainability," Sustainability, MDPI, vol. 10(12), pages 1-19, November.
    13. Honorine Harlé & Pascal Le Masson & Benoit Weil, 2021. "A model of creative heritage for industry: designing new rules while preserving the present system of rules [Un modèle de patrimoine de création pour l'industrie: concevoir de nouvelles règles dans," Post-Print hal-03406761, HAL.
    14. Suchi Dubey & Ganesan Subramanian & Vinod Shukla & Ashish Dwivedi & Kartik Puri & Sanchita Sandip Kamath, 2022. "Blockchain technology: a solution to address the challenges faced by the international travellers," OPSEARCH, Springer;Operational Research Society of India, vol. 59(4), pages 1471-1488, December.
    15. Khatua, Apalak & Ranjan Kumar, Rajeev & Kumar De, Supriya, 2023. "Institutional enablers of electric vehicle market: Evidence from 30 countries," Transportation Research Part A: Policy and Practice, Elsevier, vol. 170(C).
    16. Shiva Ilkhanizadeh & Mahmoud Golabi & Siamand Hesami & Husam Rjoub, 2020. "The Potential Use of Drones for Tourism in Crises: A Facility Location Analysis Perspective," JRFM, MDPI, vol. 13(10), pages 1-13, October.
    17. Dalia Perkumienė & Milita Vienažindienė & Biruta Švagždienė, 2021. "The Sharing Economy towards Sustainable Tourism: An Example of an Online Transport-sharing Platform," Sustainability, MDPI, vol. 13(19), pages 1-18, October.
    18. Yuan Li & Wilfrid Azan, 2023. "Scientific knowledge production of blockchain: A bibliometric and lexicometric review," Post-Print hal-04180011, HAL.
    19. Aleksandar Shivarov, 2020. "Circular Economy: Limitations of the Concept and Application Challenges," Izvestia Journal of the Union of Scientists - Varna. Economic Sciences Series, Union of Scientists - Varna, Economic Sciences Section, vol. 9(3), pages 144-152, December.
    20. Dudek Andrzej & Walesiak Marek & Jaremen Daria Elżbieta & Michalska-Dudek Izabela, 2022. "The Impact of the Covid-19 Pandemic Threat on Purchase Decisions of Travel Agency Customers in Poland," Polish Journal of Sport and Tourism, Sciendo, vol. 29(4), pages 37-45, December.

    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:gam:jsusta:v:15:y:2023:i:11:p:8756-:d:1158563. 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.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with 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: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.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.