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

Yılmaz, SemihCollins, AyşeAli, Seyid AmjadBerezina, KNixon, LTuomi, A2025-02-282025-02-282024-05-042198-7246https://hdl.handle.net/11693/116986Conference Name: Information and Communication Technologies in Tourism 2024Date of Conference: January 17-19, 2024As "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.EnglishGenZSocial mediaMarketingConsumer behaviorHospitalityCancel cultureComing to terms with the digital natives: understanding the marketing sensitivities of Genzers as hospitality consumersConference Paper10.1007/978-3-031-58839-6_182198-7254