What features of digital travel-related information is generation Z looking for?

IF 1.2 Q3 HOSPITALITY, LEISURE, SPORT & TOURISM

Tourism and Hospitality Management-Croatia Pub Date : 2023-01-01 DOI:10.20867/thm.29.4.2

Helena Nemec Rudež

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引用次数: 1

Abstract

Purpose - The study aims to identify segments of Generation Z based on common digital information features used for travel purposes. Generation Z is specific generation in terms of digital information use as they have grown up as digital natives unlike older generations. Methodology/Design/Approach – Students representing Generation Z are studied by collecting data from a structured online questionnaire consisting of Likert-type scales on digital information features. The questionnaire also includes travel-related benefits and some demographic characteristics of the respondents. Principal component analysis is performed to identify the factors underlying the information features sought, followed by K-Means clustering applied to the identified factors. The characteristics of the clusters are analysed. Findings - Based on the importance of digital travel-related information features, two distinct segments are identified to be targeted through digital marketing. The larger segment “Practical information seekers” looks for accessible and secure information and the smaller segment “Genuine information seekers” focuses on authenticity of information. Originality of the research - The study confirms the heterogeneity of the Generation Z travel market by identifying two distinct segments that pursue different digital information features.

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Z一代在寻找与旅游相关的数字信息的哪些特征?

目的-该研究旨在根据用于旅行目的的常见数字信息特征来识别Z世代的细分市场。就数字信息的使用而言，Z世代是特殊的一代，因为他们成长为数字原住民，与老一辈不同。方法/设计/方法-通过收集由李克特式数字信息特征量表组成的结构化在线问卷的数据来研究代表Z世代的学生。调查问卷还包括与旅行相关的福利和受访者的一些人口特征。执行主成分分析以确定所寻求的信息特征背后的因素，然后将K-Means聚类应用于所识别的因素。分析了聚类的特征。调查结果-基于数字旅游相关信息功能的重要性，我们确定了两个不同的细分市场，可以通过数字营销来定位。较大的“实用信息寻求者”追求信息的可访问性和安全性，较小的“真实信息寻求者”关注信息的真实性。研究的原创性——该研究通过确定追求不同数字信息特征的两个不同细分市场，证实了Z世代旅游市场的异质性。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Tourism and Hospitality Management-Croatia HOSPITALITY, LEISURE, SPORT & TOURISM-

CiteScore

1.90

自引率

23.10%

发文量

审稿时长

15 weeks

期刊介绍： Tourism and Hospitality Management is an international, multidisciplinary, open access journal, aiming to promote and enhance research in all fields of the tourism and hospitality industry. It publishes double-blind reviewed papers and encourages an interchange between tourism and hospitality researchers, educators and managers. Editors of Tourism and Hospitality Management strongly promote research integrity and aim to prevent any type of scientific misconduct, such as: fabrication, falsification, plagiarism, redundant publication and authorship problems. All submitted manuscripts are checked using Crossref Similarity Check (iThenticate). Nurturing a scientifically based approach to research, the journal publishes original papers along with empirical research and theoretical articles that contribute to the conceptual development of tourism and hospitality management. Editors look particularly for articles about new trends, challenges and developments, as well as the application of new ideas that are likely to affect the tourism and hospitality industry. The general criteria for the acceptance of articles are: contribution to the scientific knowledge in the field of tourism and hospitality management, scientifically reliable research methodology, relevant literature review and quality of the English language.