Elements of Tourism Consumer Behaviour of Generation Z

• Author: Baltescu C. A.
• Position: Transilvania University of Brasov
• Pages: 63-68

Bulletin of the Transilvania University of Braşo v

Series V: Economic Sciences • Vol. 12 (61) No. 1 – 2019

https://doi.org/10.31926/but.es.2019.12.61.1.9

ELEMENTS OF TOURISM CONSUMER BEHAVIOUR

OF GENERATION Z

Codruța A. BĂLTESCU1

Abstract: Differences in behaviour between generations are becoming

increasingly apparent. The young generation of the moment, also known as

Generation Z, distinguishes by many elements from the previous

generations. The article performs a research among the students of the

Faculty of Economic Sciences and Business Administration from the

Transilvania University of Brașov in order to analyse some behavioural

elements related to the information, acquisition and consumption of tourist

products. In manifesting their tourism behaviour, Generation Z members

develop attitudes of utmost relevance and importance for professionals in

the field.

Keywords: tourism behaviour, Generation Z, tourism activities.

1. Introduction

Each generation identifies itself through specific values and beliefs, attitudes and

experiences which, undoubtedly, generate distinctiv e characteristics of consumer

behaviour. Generation theory assumes that we can generalize cohort differences to the

mean cohort level of each generation for a better understanding of the profile and

characteristics of prototypical individuals (Twenge, et al., 2010). Both tourism

practitioners and academics have acknowledged the validity of using generational

analysis to study generations’ travel behaviour (Li, Li and Hudson, 2013).

The focal point of this study is Generation's Z tourism consumer behaviour, a

generation to pose the biggest challenge for future marketing research (Morgan, 2016).

The expression “Generation Z” refers to a new sociological category, nourished by the

information technologies, the internet and the social networks (Haddouche and

Salomone, 2018). If there are considerable studies in the literature in the last 10 years

referring to the generational influences upon work attitude, work satisfaction,

managerial style, buying behaviour, there are very few which focused on identifying

such differences on the subject of spending free time and relaxi ng activities (Negrușa

and Toader, 2018, p.1).

1 Transilvania University of Braşov, codruta.baltescu@unitbv.ro