Assignment Task

Introduction

Tourism is a vital industry for the benefits it brings to the revenue of the economy. Generation Z (born between 1997 – 2012) in particular tend to travel in their spare time in between work or study obligations and often venture significant distances to preferred destinations. Generation Z is likely to represent a significant emerging tourism market as they tend to be better educated than previous generations (Spiro, 2006) and will tend to have higher levels of disposable income for leisure and travel pursuits throughout their working lives. Understanding Generation Z’s attitudes and preferences for different types of tourism experiences, as well as their beliefs and feelings about environmental sustainability, will assist with developing tourism experiences that will appeal to these consumers, and also with tailoring marketing campaigns designed to communicate the benefits of these experiences to relevant target markets.

Tourism Survey Research Question

RQ1: How do Gen Z tourists prefer eco-tourism activities compared to mainstream tourism activities?

RQ2: Do male and female Gen Z tourists differ in their preferences for different types of tourism activities?

RQ3: Is there a positive relationship between attitudes and feelings about the natural environment and Gen Z tourists’ preferences and behaviours?