Coming to terms with the digital natives: understanding the marketing sensitivities of Genzers as hospitality consumers

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buir.contributor.authorYılmaz, Semih
buir.contributor.authorCollins, Ayşe
buir.contributor.authorAli, Seyid Amjad
buir.contributor.orcidYılmaz, Semih|0000-0001-8835-8709
buir.contributor.orcidCollins, Ayşe|0000-0001-7312-810X
buir.contributor.orcidAli, Seyid Amjad|0000-0001-9250-9020
dc.citation.epage174
dc.citation.spage171
dc.contributor.authorYılmaz, Semih
dc.contributor.authorCollins, Ayşe
dc.contributor.authorAli, Seyid Amjad
dc.contributor.editorBerezina, K
dc.contributor.editorNixon, L
dc.contributor.editorTuomi, A
dc.coverage.spatialIzmir, Turkey
dc.date.accessioned2025-02-28T10:18:00Z
dc.date.available2025-02-28T10:18:00Z
dc.date.issued2024-05-04
dc.departmentTourism and Hotel Management
dc.departmentComputer Technology and Information Systems
dc.descriptionConference Name: Information and Communication Technologies in Tourism 2024
dc.descriptionDate of Conference: January 17-19, 2024
dc.description.abstractAs "digital natives", GenZ is set apart from previous generations in terms of its online connectedness. Even though this generation is expected to be the prevailing customer base around the world by 2026, there is a noticeable lack of studies on GenZ's consumer characteristics within the hospitality context. This study investigates the marketing-related factors affecting GenZ's accommodation decisions as well as their consumer sensitivities to contemporary constructs such as brand uniqueness, social media presentability, sustainability consciousness, and cancel culture.
dc.identifier.doi10.1007/978-3-031-58839-6_18
dc.identifier.eissn2198-7254
dc.identifier.issn2198-7246
dc.identifier.urihttps://hdl.handle.net/11693/116986
dc.language.isoEnglish
dc.relation.isversionofhttps://dx.doi.org/10.1007/978-3-031-58839-6_18
dc.subjectGenZ
dc.subjectSocial media
dc.subjectMarketing
dc.subjectConsumer behavior
dc.subjectHospitality
dc.subjectCancel culture
dc.titleComing to terms with the digital natives: understanding the marketing sensitivities of Genzers as hospitality consumers
dc.typeConference Paper

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