Generation Z, tourism and hospitality: the legacy of COVID-19

Abstract

PurposeAs Generation Z (Gen Z) represents one of the most important segments in the travel and tourism sector, the present work aims to analyse Gen Z's behaviour in a post-pandemic scenario. In particular, the present work deepens the factors that may influence future accommodation choices.Design/methodology/approachThis study uses data from a web-based questionnaire targeting Italian tourists belonging to Generation Z, reaching 221 complete responses. After the statistical analysis of the sample, an exploratory factor analysis (EFA) was then carried out.FindingsData provided evidence about the main factors affecting Gen Z tourist choices. In particular, these young consumers are positively influenced by the information (especially from institutional and verifiable sources), more flexible purchase terms (e.g. full refund in case of cancellation due to contagion of the coronavirus disease 2019 (COVID-19) and digital payments) and structure features (e.g. cleanliness, sanitisation, digitalisation and sustainability).Originality/valueThis work attempts to contribute to the academic literature by looking at the tourism experience from Gen Z's perspective. From this angle, this work underlines the influence some factors exert on the final accommodation choice, especially in the presence of exogenous events. Moreover, as this study focusses on a post-pandemic scenario, the study seeks to provide valuable indications, both at the theoretical and managerial level, for the tourism sector to boost the sector's recovery and prepare the sector to face similar events.

Guest editorial: Circular economy in the agri-food, tourism and hospitality industries in the post-pandemic era

“…On the side of consumer choice in the post-pandemic scenario, Morrone et al (2024) have explored the Generation Z's behavior, considering it as one of the most important segments in the hospitality and tourism sector. Specifically, the authors deepen the factors that may influence future accommodation choices among 221 tourists, emphasizing that young travelers are positively influences by the information provided by institutional and verifiable sources, by more flexible purchase terms, by digital payments and structure features, such as cleanliness, sanitization, digitalization and sustainability.…”

“…On the side of consumer choice in the post-pandemic scenario, Morrone et al . (2024) have explored the Generation Z’s behavior, considering it as one of the most important segments in the hospitality and tourism sector.…”

Understanding Romanian Generational Preferences and Travel Decision-Making When Choosing a Rural Destination

“…Younger respondents were also more likely to agree to pay an additional fee for COVID-19 tests in order to avoid quarantine and be able to travel freely, compared to older tourists [29]. Moreover, Generation Z paid more attention to flexible purchase terms, such as COVID-19 insurance or the possibility of receiving a full refund in case the pandemic situation became unpredicted [31].…”