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In Search for Meaning? Modelling Generation Z Spiritual Travel Motivation Scale—The Case of Serbia

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  • Rastislav Stojsavljević

    (Faculty of Sciences, Department of Geography, Tourism and Hotel Management, University of Novi Sad, 21000 Novi Sad, Serbia)

  • Miroslav D. Vujičić

    (Faculty of Sciences, Department of Geography, Tourism and Hotel Management, University of Novi Sad, 21000 Novi Sad, Serbia)

  • Uglješa Stankov

    (Faculty of Sciences, Department of Geography, Tourism and Hotel Management, University of Novi Sad, 21000 Novi Sad, Serbia)

  • Igor Stamenković

    (Faculty of Sciences, Department of Geography, Tourism and Hotel Management, University of Novi Sad, 21000 Novi Sad, Serbia)

  • Dejan Masliković

    (Institute for Social Science, 11000 Belgrade, Serbia)

  • Adam B. Carmer

    (School of Hospitality and Tourism Management, Muma College of Business, University of South Florida, Tampa, FL 33620, USA)

  • Darko Polić

    (Urban Planning Research and Development Centre “Urbanizam Novi Sad”, 21000 Novi Sad, Serbia)

  • Dino Mujkić

    (Faculty of Sports and Physical Education, University of Sarajevo, 71000 Sarajevo, Bosnia and Herzegovina)

  • Marko Bajić

    (United Nations Development Programme, 11000 Belgrade, Serbia)

Abstract

Spiritual travel is increasingly viewed as an asset for the development of sustainable tourism. A great deal of research has been conducted on travel motivation to comprehend spiritually-motivated travel, but less is known about Generation Z’s travel motivation. This subject is relevant since Generation Z will represent the travel market of the future. Therefore, managers of spiritually-themed locations must understand the characteristics of their prospective visitors (Generation Z) in order to create more comprehensive tourism offerings. We use exploratory and confirmatory factor analysis to validate the scale and inferential statistics to analyse the data regarding the main socio-demographic characteristics. Spiritual and Canonical Experiences, Escapism, Ascetic Life, and Social Interactions, Natural and Cultural Values, Religious Events, and Active Participation were identified as the main dimensions in this study. In our conclusion, the ramifications of the findings for destination management and marketing are examined.

Suggested Citation

  • Rastislav Stojsavljević & Miroslav D. Vujičić & Uglješa Stankov & Igor Stamenković & Dejan Masliković & Adam B. Carmer & Darko Polić & Dino Mujkić & Marko Bajić, 2023. "In Search for Meaning? Modelling Generation Z Spiritual Travel Motivation Scale—The Case of Serbia," Sustainability, MDPI, vol. 15(6), pages 1-13, March.
    • Handle: RePEc:gam:jsusta:v:15:y:2023:i:6:p:5292-:d:1099417
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    References listed on IDEAS

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    1. Milan Ćulić & Miroslav D. Vujičić & Časlav Kalinić & Milosav Dunjić & Uglješa Stankov & Sanja Kovačić & Đorđije A. Vasiljević & Željko Anđelković, 2021. "Rookie Tourism Destinations—The Effects of Attractiveness Factors on Destination Image and Revisit Intention with the Satisfaction Mediation Effect," Sustainability, MDPI, vol. 13(11), pages 1-16, May.
    2. Adriana ZAIT & Patricea Elena BERTEA, 2011. "Methods For Testing Discriminant Validity," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, vol. 0(2), pages 217-224, November.
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    1. Vanja Pavluković & Adam B. Carmer & Miroslav D. Vujičić & Marija Cimbaljević & Uglješa Stankov, 2023. "Unveiling the Motivational Factors behind Generation Z’s Conference Attendance for Sustaining Future Participation," Sustainability, MDPI, vol. 15(18), pages 1-15, September.

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