Bulletin of the Transilvania University of Braşov

Series V: Economic Sciences • Vol. 12 (61) No. 1 – 2019

https://doi.org/10.31926/but.es.2019.12.61.1.9

ELEMENTS OF TOURISM CONSUMER BEHAVIOUR

OF GENERATION Z

Codruța A. BĂLTESCU 1

Abstract: Differences in behaviour between generations are becoming

increasingly apparent. The young generation of the moment, also known as
Generation Z, distinguishes by many elements from the previous
generations. The article performs a research among the students of the
Faculty of Economic Sciences and Business Administration from the
Transilvania University of Brașov in order to analyse some behavioural
elements related to the information, acquisition and consumption of tourist
products. In manifesting their tourism behaviour, Generation Z members
develop attitudes of utmost relevance and importance for professionals in
the field.

Keywords: tourism behaviour, Generation Z, tourism activities.

1. Introduction

Each generation identifies itself through specific values and beliefs, attitudes and
experiences which, undoubtedly, generate distinctive characteristics of consumer
behaviour. Generation theory assumes that we can generalize cohort differences to the
mean cohort level of each generation for a better understanding of the profile and
characteristics of prototypical individuals (Twenge, et al., 2010). Both tourism
practitioners and academics have acknowledged the validity of using generational
analysis to study generations’ travel behaviour (Li, Li and Hudson, 2013).
The focal point of this study is Generation's Z tourism consumer behaviour, a
generation to pose the biggest challenge for future marketing research (Morgan, 2016).
The expression “Generation Z” refers to a new sociological category, nourished by the
information technologies, the internet and the social networks (Haddouche and
Salomone, 2018). If there are considerable studies in the literature in the last 10 years
referring to the generational influences upon work attitude, work satisfaction,
managerial style, buying behaviour, there are very few which focused on identifying
such differences on the subject of spending free time and relaxing activities (Negrușa
and Toader, 2018, p.1).

1 Transilvania University of Braşov, [email protected]

64 Bulletin of the Transilvania University of Braşov • Series V • Vol. 12 (61) No. 1 - 2019

The main objective of the article is to highlight a few essential elements that
individualize the consumer behaviour of Generation Z in connection with the means for
obtaining information and booking tourist services, the frequency of consuming tourism
activities and also some essential characteristics of their tourist practices.

2. Tourism Consumer behaviour of Generation Z

Members of Generation Z - people born from 1995 to 2010 - are true digital natives:
from earliest youth, they have been exposed to the internet, to social networks, and to
mobile systems, thus being very comfortable with collecting and cross-referencing many
sources of information and with integrating virtual and offline experiences (Francis and
Hoefel, 2018). The youngest of the generations prefer Internet channel to search for
information because it is the cheapest, fastest channel and allows one, without any
help, to get a lot of information (Lipowski, 2017, p.166). They are savvy consumers, they
know what they want and how to get it and they are over saturated with brands (Four
Hooks, 2015). Wood (2013) characterizes Generation Z as consumers on four pillars: (a)
an interest in new technologies, (b) an insistence on ease of use, (c) a desire to feel safe,
and (d) a desire to temporarily escape the realities they face. They make decisions and
relate to institutions in a highly analytical and pragmatic way, they consider
consumption as access rather than possession, consumption is an expression of
individual identity, and they develop more ethical concerns (Goh and Jie, 2019; Francis
and Hoefel, 2018). Ozkan and Solmaz (2015) found this generation to portray self-
confidence, embrace team spirit, require assurance for their future, seek for happiness
and desire independence over authority.
The technology advances generated faster, cheaper and efficient travel distribution
and booking mechanisms that were inconceivable in the past (Gardiner, Grace and King,
2014). Consumers search and book travel products while on work, lunch times and
during commuting to work (Wang, Xiang and Fesenmaier, 2014). The convenience
allows consumers to purchase when travelling (Tan, et al., 2017), bookings using m-
devices for hotels are conducted on the same day, and consumers take advantage of last
minute bargains which result to saving in costs and time (Wang, Xiang and Fesenmaier,
2014). All these elements explain the complex changes in tourism consumption
behaviour and the need to understand and analyse its patterns and trends.
In general, literature analyses tourism consumption behaviour without explicitly
invoking the life cycle model, considering that the main demographic characteristics
influencing the choice to make a trip are income, education, occupation, size and
composition of the family and so on (Bernini and Cracolici, 2015). Yet, decisions
regarding tourism consumption are highly influenced by cohort effects. As Haddouche
and Salomone (2018) outlined young tourists representing Generation Z are cultivated,
difficult to retain, and expect a great deal from their travels. Generation Z correspond to
a travel profile that breaks with conventional tourism through its travel and
accommodation choices and its relationship with the environment and the local
populations (Van de Walle, 2011). Often presented as a narcissistic generation, seeking
to put forward their “selves”, for example by posting selfies, Generation Z seems to
C.A. BĂLTESCU: Elements of Tourism Consumer Behaviour of Generation Z 65

show a great modesty during tourist experiences (Haddouche and Salomone, 2018).
Lived as an extraordinary moment, the tourist experience requires to break with the
daily routine, and therefore also with the use of social networks (Carù and Cova, 2006).
At the same time, the cultural content plays a less important role for them in
comparison with previous generations (Negrușa and Toader, 2018).
Important elements describing tourism consumer behaviour of Generation Z have
been highlighted by Mignon (2013):
- inclination toward last-minute decisions,
- continuous search for opportunities,
- use of word-of-mouth recommendation sources to choose their destinations,
- increasing use of low-cost services.
The growth of this tourist segment is a challenge for tourism professionals and
requires a rethinking of the tourism models (Haddouche and Salomone, 2018, p. 70).
Generation Z customers are heavy online shoppers of apps and customized applications,
thus being very important for marketers to understand how their consumer behaviour is
related to smart purchase (Priporas, Stylos and Fotiadis, 2017).

3. Research Method

To achieve the article objective a quantitative marketing research was conducted. The
method chosen was the survey based on questionnaires, and the sample included
students from the Faculty of Economic Sciences and Business Administration,
Transilvania University of Brașov. The research was conducted between 21.01-19.02.
2019. The questionnaire used in the research included a number of 10 questions, of
which 3 were identification questions. The questionnaire was distributed online through
Facebook network, being recorded a number of 228 valid questionnaires completed.

4. Results

Respondents were asked about the frequency for planning tourism activities. Twice a
year was the answer chosen by most of the respondents (40%), followed by the answer
indicating that respondents have a vacation every 3 months (29%), every month was the
choice for 17% out of the respondents, and only once during a year was the answer
chosen by 14% of the members in the sample. The answer indicating a rare opportunity
to make a travel arrangement was not chosen by any of the sample's members.
Domestic tourism represents the main type of tourism activities for the respondents.
Those who choose Romanian tourism destinations in over 50% of the options represent
64% of the whole analysed sample, while 7% out of the respondents are planning
tourism activities only in Romania. On the other hand, 29% prefer outbound tourism, 4%
out of them having, at most, one of four holidays in Romanian tourism destinations.
At the same time, planning a vacation to a tourism destination that is not near to the
residence is the most frequently answer chosen by respondents, i.e. 76% out of the
sample's members.
Asked about the characteristics of the tourism activities they prefer, the respondents
66 Bulletin of the Transilvania University of Braşov • Series V • Vol. 12 (61) No. 1 - 2019

had the possibility to choose multiple alternatives (see Figure 1).

Fig. 1. Main characteristics of tourism activities

The consumption of ethnic and authentic activities is the most important of all tourism
activities during the holiday. Out of a total of 459 responses recorded for this question,
28% indicated the preference for ethnic-authentic tourist services. Modern activities
recorded also an important part of responses (24%), followed by entertainment
activities which were indicated as very important during vacations by 19% out of the
recorded answers. The less important tourism activities during vacations in the
respondents' options were the expensive activities (2%), basic activities (3%), and also
the non-classical activities (4%). The low-price activities were chosen in a proportion of
12% and traditional activities in a proportion of 8%.
Another question outlined the main informing and booking means for composing their
tourist program. The answer indicating that traditional travel agencies are an option is
valid only for 7% out of respondents, followed by online travel agencies which recorded
18% out of responses. The Internet is, by far, the main source of information and
booking (75%). 39% out of respondents highlighted the habit to search and book at
random on the Internet while tourism blogs and online reservation platforms are used
by 36% of the sample's members.

5. Conclusions and Discussion

The consumption of tourist services is an important activity for the members of

Generation Z. The majority of respondents indicated that they usually have a holiday trip
once at 6 months, but an important part of the sample highlighted their habit to make
travel arrangements even more often, every 3 months and also for each month.
Domestic tourism is the main type of tourism activities and travelling far away from the
residence are genuine patterns for the majority of the sample's members. Generation Z
C.A. BĂLTESCU: Elements of Tourism Consumer Behaviour of Generation Z 67

members select during their vacations mainly ethnic and authentic tourism activities,
modern activities and, at the same time, entertainment represents an important part of
their tourism consumption behaviour. Although they are at the beginning of their
professional activity and their incomes are not very high, they do not resort to low-cost
tourist services, neither for basic and traditional tourism activities. Another important
element of their tourism consumer behaviour is determined by the mainly use of
Internet for gathering tourist information and for booking. The random search on the
Internet and, also, tourism blogs and online reservation platforms are frequent options
for the members of Generation Z.
There is a clear gap between the older and younger generations in their view toward
tourism consumer behaviour. Tourism professionals are facing the challenge of winning
the heart of the younger customers (Li, Li a.d Hudson, 2013), as they represent the
future dominant consumer segment in the tourism industry. Policy makers should take
this element into account and demonstrate their commitment to their future business
strategies, to better target their customers and anticipate the evolution of tourism.
(Haddouche and Salomone, 2018). Moreover, continuous improvements in consumer
loyalty (Nicolau, 2015) a strong relationship and collaboration with customers (Anton
and Costache, 2012) and innovations are considered important for every firm, regardless
of size (Bălășescu, 2012) in order to adapt and develop a pro-active style.

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