Digital Generation Y and Z in the Field of Tourism: Psychological Dimensions of Morality

Abstract

Significant transformations in postmodern society determine the need to form a space of digital communications and the involvement of information and communication technologies. Such trends make significant demands on various categories of professionals, including managers in the field of tourism. The aim of this research is to study the psychological peculiarities of morality in the representatives of digital Generations Y and Z in the field of tourism. In accordance with the aim, we paid attention to the study of such components of moral regulation as ethics attitude, moral foundations, justice sensitivity and moral disengagement. The research involved 200 participants being represented by volunteers from five regions of Ukraine, including 100 respondents in the age of 25-30 who formed part of the Generation Y group; the other 100 participants in the age of 18-23 formed the Generation Z group. The results show that millennials are more idealistic. The intercrossing of the factors of idealism and relativism allows us to characterize millennials as situationalists, and centennials as subjectivists. It is ascertained that millennials are characterised by such important moral foundations for judgments as “Faithfulness”, “Purity”, which is reflected in the greater importance of “Ethics of community”. At the same time, it was found that centennials place more emphasis on the moral foundations of care and justice, and as a result, they are more committed to the “Ethics of autonomy” and “Progressivism”. The research confirmed the uniqueness and specificity of the moral regulation of different digital generations of representatives of the tourism industry.