The Practice of Religious Tourism among Generation Z’s Higher Education Students

Abstract

The purpose of this paper is to shed light on the possibilities offered by religious tourism according to Generation Z’s education in values. Both the theoretical and empirical frameworks of the research have focused on Hofstede’s Cultural Model, aiming to predict with a certain level of success the influence of cultural and social values on the consumption of religious tourism by the young age segment of Generation Z. A cross-cultural analysis was performed using exponential sampling (Snowball Sampling). All respondents were higher education students. The surveys were carried out using “Google Forms”. The results obtained allow the design of a communication plan for the management of Religious Tourism according to the dimensions of Masculinity-Femininity, Individualism-Collectivism, Distance to Power, Risk Aversion, and Long-term Orientation.

Future Travellers: A Study of Generation Z’s Consumption Patterns

“…The concept of generation involves four dimensions: demographic, familial, sociological, and historical. In fact, we can define a generation as a set of people who share same age group of birth years and experiences, being influenced by a range of factors, and therefore develop a set of common characteristics and values (Kupperschmidt, 2000;García-del Junco et al, 2021). Due to the existence of diverse positions, for the purpose of our work, we establish the members of Generation X as those individuals born from the mid-1960s to the late 1970s, Generation Y or Millennials, those born between 1980 and mid-1995, and Generation Z, those born from 1995 to 2010 (Berkup, 2014, Bravo et al, 2020.…”

“…However, a review of the literature shows that there is a large amount of research on the Millennial generation and not on the younger generation, i.e., Generation Z. García-del Junco et al (2021) determines that, in Spain, the number of individuals belonging to Generation Z is 7.8 million and, in the world, more than 200. In 2019, Generation Z came to comprise 32% of the world's population.…”