Generation Z Marketing and Management in Tourism and Hospitality: The Future of the Industry

Nikolaos Stylos, Roya Rahimi, Bendegul Okumus, Sarah Williams

Research output: Book/ReportEdited book


Generation Z (Gen Z) is the demographic cohort also known as Post-Millennials, the iGeneration or the Homeland Generation. Referring to individuals born roughly between the mid-1990s and the early 2000s, they are our youngest consumers, students, colleagues, and voters. Understanding them is a key aspect.
In the context of the hospitality and tourism, Gen Zers represent the future in human resources, and service production and consumption. This book focuses on the aspirations, expectations, preferences and behaviours related to individuals within this demographic. It critically discusses their dynamism in driving the tourism sector and offers insights into the roles that Gen Z will inhabit as visitors, guests, consumers, employees, and entrepreneurs. This book is a valuable resource for managers, scholars and students interested in acquiring concrete knowledge on how Gen Z will shape the marketing and management of tourism-related services.
Original languageEnglish
PublisherPalgrave Macmillan
ISBN (Electronic)978-3-030-70695-1
ISBN (Print)978-3-030-70694-4
Publication statusPublished - 25 May 2021


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