Customer involvement with service creation is essential for quality service; however, guest involvement is also needed. Technology-enhanced service ensures a higher level of guest experience; however, different generations have different connections to technology. Literature looking at technology's effect on guests often omits to differentiate generational characteristics. This study aims to understand the differences in preferred communication methods to understand if the information the guests share will be determined based on generational differences. The study was conducted with an online survey with the participation of Hungarian domestic travelers. (N=576)
Companies nowadays use service personalization, both online and in the real world and most consumers have higher satisfaction with a product tailormade to their needs. Personalized recommendation systems, booking mobile applications are there to make the guest experience better and to tailor the products and experiences to the guest's needs. However, to be able to provide such service, personal data collection is inevitable. Even in the case of a satisfied consumer, privacy concerns are always present. As the hospitality service product become more digitalized, it is essential to consider if the Personalization - Privacy paradox is equally real for all age groups or target groups the hotel has. Would different age groups have different digital security concerns from each other? In this research paper, we only look at the example of Gen-Z tourism students and their willingness to share personal information in exchange for personalized service and whether they prefer these services online over face- to -face encounters.
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