Generation Z as Young Winery Visitors in Greece

Stergiou, Dimitrios

doi:10.1007/978-3-319-75462-8_4

Cited by 11 publications

(3 citation statements)

References 25 publications

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“…One form of tourism that mediates the relationship between tourism and Gen Z is wine tourism, and specialized studies deal with the experience offered to Gen Z in wine tourism [21,67] or the attitude of young people toward wine tourism [22], also presenting the activities that young people carry out in wine tourism. Young people are interested in wine but have little knowledge of it [21,22].…”

Section: Gastronomy and Gen Zmentioning

confidence: 99%

Generation Z Romanian Students’ Relation with Rural Tourism—An Exploratory Study

et al. 2023

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The subject of generations and their differences has been intensely analyzed and debated. Each generation has its own characteristics, regardless of the element that differentiates them. Gen Z’s relationship with tourism has been approached in recent years from various perspectives by many scholars. For the current research, representative characteristics were identified as important for Gen Z: off-the-beaten-path locations and experiences. Off-the-beaten-path locations refer to small-scale destinations, under-tourism, local businesses, sustainability, and local traditions. All of the aspects mentioned before are typical of rural tourism. Experiences are introduced by various elements of rural attractiveness: material cultural heritage (MCH) and immaterial (ICH), the living human treasures program (LHT), wine tourism, products with a protected designation of origin (PDO), products with a protected geographical indication (PGI), culinary diversity, and other rural leisure facilities. Two purposes have been established: to identify the relationship between Gen Z and rural tourism and its components defined by cultural heritage and traditional gastronomy, and to construct a predictive model regarding Gen Z’s behavior when traveling to rural destinations. For this, we performed a quantitative investigation among university students from Romania using an online survey. Using 280 Gen Z respondents from 323 valid responses, we performed a direct logistic regression. The results showed that they value local gastronomy and unique attractions, which we can include in MCH. The price represents an important element when choosing an accommodation unit. Due to the constantly increasing share of Gen Z in the tourism market, destinations and tourism operators will have time to prepare and adapt to new realities. Transversal research will benefit from the opportunity to compare Gen Z’s preferences and changes over time.

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Section: Gastronomy and Gen Zmentioning

confidence: 99%

Generation Z Romanian Students’ Relation with Rural Tourism—An Exploratory Study

et al. 2023

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“…A study in Greece showed that 78% of young between 18 and 24 years old prefer drinking other alcoholic beverages to wine. This is important for wine tourism, since disinterest in drinking wine leads to lower interest in wine tourism (Stergiou, 2019).…”

Section: Wine Tourism and Youthmentioning

confidence: 99%

Influence of Explainer Videos in Marketing Communication for Tourism and Health Services

Sedej¹,

Kač²

2022

Slovenia Has Built a System of Local Self-Government Within the Main Provisions of the European Charter on Local Self-Governmen

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Digital marketing has been gaining more attention in last years. Several researchers have shown that it is a very powerful tool in the field of storytelling. In the last decade tourism has changed from typical destination marketing to approaches that often use storytelling, augmented reality, the sharing economy, all-year tourism, etc. Most of these tourism offers can be best promoted via digital media. Especially when it comes to the younger generation, social and digital media are crucial for success. Our research focuses on explainer videos and their importance in marketing for the tourism sector aimed at young people. Our research was conducted with a group of Slovenian students. The results show that explainer videos have great potential in field of destination marketing, event promotion (such as for sport and cultural events) and services (such as sharing-economy systems and health services) among the student population. Our research has also shown the content and animation/images used in explainer videos are the most important elements in attracting and holding the attention of younger generation.

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“…Previously, many researchers have applied behavioral intention models to study Gen Z's behavior, such as the theory of planned behavior [14,15]. Youngish people raised in the period from 1996 to 2010, which is inherited from Gen Y (Millenial), are considered Generation Z (Gen Z) [16][17][18][19][20][21]. Since the youngish generation was born and nurtured in an era of intelligent connectedness in many sectors such as education, travel, and entertainment, Gen Z is known as the technology generation (also known as iGen) [22].…”

Section: Introductionmentioning

confidence: 99%

Analyzing the Influencers affecting Gen Z Customer' Purchasing Behaviour on e-Commerce and Cosmetics in Vietnam

Hoang-Long Nguyen,

Que-Nhu Duong

2024

ARBMS

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This study examines the influencers that significantly impact the purchasing behavior of Generation Z (Gen Z) customers in the e-commerce and cosmetics industries in Vietnam. By employing a mixed-methods approach, data was collected from 600 Gen Z customers in Vietnam, and behavioral intention models were used to understand their behavior. Specifically, 5 key characteristics of influencers such as trustworthiness, attractiveness, expertise, influencer match-up congruence with the brand/ product, and negative publicity are hypothesized to have significant impact on behavioral intention of Gen Z customers. The results of this research indicate that influencers play a significant role in shaping Gen Z customers' purchasing behavior in the e-commerce and cosmetics industries. Trustworthiness, attractiveness, and expertise were found to be crucial factors influencing Gen Z's decision-making process. Interestingly, the study reveals that influencers have a stronger impact than previously assumed, surpassing the theoretical expectations. The implications of these findings are significant for marketers and brands in developing effective influencer marketing strategies targeted at Gen Z customers in Vietnam. It is recommended that brands prioritize collaborating with trustworthy and compatible influencers who can create a positive brand image. Future research should consider additional factors and conduct cross-cultural comparisons to further enhance our understanding of Gen Z's behavior and the role of influencers.

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Generation Z as Young Winery Visitors in Greece

Cited by 11 publications

References 25 publications

Generation Z Romanian Students’ Relation with Rural Tourism—An Exploratory Study

Generation Z Romanian Students’ Relation with Rural Tourism—An Exploratory Study

Influence of Explainer Videos in Marketing Communication for Tourism and Health Services

Analyzing the Influencers affecting Gen Z Customer' Purchasing Behaviour on e-Commerce and Cosmetics in Vietnam

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