Generation Z Marketing and Management in Tourism and Hospitality

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 Z-ers 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. Nikolaos Stylos is Senior Lecturer/Associate Professor of Marketing, University of Bristol. He is also an Honorary Professor of Hotel Management at Tainan University of Technology, Taiwan. Nikolaos has published in leading academic journals, e.g. Tourism Management, Journal of Travel Research, and Psychology & Marketing. Dr Stylos served as professional management consultant for a decade.

Roya Rahimi is Reader in Marketing and Leisure Management, University of Wolverhampton. Her research has been published in top-tier journals, e.g. Annals of Tourism Research, and International Journal of Contemporary Hospitality Management. Dr Rahimi sits on the editorial board of leading academic journals, and her industry experience includes seven years working in the hotel industry.

Bendegul Okumus is Assistant Professor, University of Central Florida. Dr Okumus has authored/co-authored numerous academic journal articles and hascompleted numerous research grants. She also has work experience in the hospitality industry, particularly in food services and event management.

Sarah Williams is Associate Director of the Business School at the University of Wolverhampton. Sarah has been teaching and researching in public relations, marketing and digital marketing communications for over 16 years. She had a previous career working for international marketing agencies.

Auteur

Nikolaos Stylos is Senior Lecturer/Associate Professor of Marketing, University of Bristol. He is also an Honorary Professor of Hotel Management at Tainan University of Technology, Taiwan. Nikolaos has published in leading academic journals, e.g. Tourism Management, Journal of Travel Research, and Psychology & Marketing. Dr Stylos served as professional management consultant for a decade.

Roya Rahimi is Reader in Marketing and Leisure Management, University of Wolverhampton. Her research has been published in top-tier journals, e.g. Annals of Tourism Research, and International Journal of Contemporary Hospitality Management. Dr Rahimi sits on the editorial board of leading academic journals, and her industry experience includes seven years working in the hotel industry.

Bendegul Okumus is Assistant Professor, University of Central Florida. Dr Okumus has authored/co-authored numerous academic journal articles and has completed numerous research grants. She also has work experience in the hospitality industry, particularly in food services and event management. Sarah Williams is Associate Director of the Business School at the University of Wolverhampton. Sarah has been teaching and researching in public relations, marketing and digital marketing communications for over 16 years. She had a previous career working for international marketing agencies.

Contenu

Chapter 1 Who are generation Z? By Nikolaos Stylos, Roya Rahimi, Bendegul

Okumus and Sarah Williams

Generation Z or Gen Z, also known by a number of other names, is the demographic cohort after the Millennials. There is little consensus regarding their start and ending birth years. Current chapter will focus on the main demographic characteristic of this cohere along with try give a unique date and age range definition. The chapter will also address the factors that separates Generation Y, X, and Z.

Chapter 2- Digital Natives leading the world: the leadership styles of Generation Z By Rohan Bhalla-Researcher, Pinaz Tiwari-Researcher and Dr. Nimit Chowdhary

The subtle art of leadership is crafted to cater individual's growth in the ever-changing dynamics of the business environment. The technological advancements have made the regime of the business world well ordered. The most vital component, the human resources, still prevail as the most fragile and crucial element of the business organizations. Human touch in the service industry is of utmost importance and thus, dealing with them requires appropriate style of leadership. Generation Z also known as internet generation, is well connected at the global level and has access to the information floating in the world. They are the ones who are socially and technologically advanced and believe in visual displays. They are educated and sophisticated and thus, the old of school of leadership is somehow not applicable on them. Being the young generation, there are few people of Generation Z who are leading by examples especially in Tourism and Hospitality sector. Hereby, we propose to write a chapter keeping in consideration:

· The characteristics of Generation Z

· The characteristics of Generation Z leaders of tourism and hospitality sector by stating some real time stories in form of case let's and thereby drawing the inferences on the leadership style. · Based on these cases we would be discussing the leadership styles, patterns and changes that have been demonstrated by Generation Z leaders and this will help the readers to understand the attributes of Generation Z.

References

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Dill, K. (2015, November 6). 7 things employer should know about the Generation Z workforce. Retrieved from www.forbes.com: https://www.forbes.com/sites/kathryndill/2015/11/06/7-things-employers-should-know- about-the-gen-z-workforce/#5ac8ac5efad7 Elmore, T. (2014, August). Growing leaders. Retrieved from growingleaders.com:

https://growingleaders.com/blog/generation-z-differs-generation-y/

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Chapter 3 - New sheriff in town? Discovering Generation Z as tourists: A perspective - by Irene (Eirini) Kamenidou, Aikaterini Vassilikopoulou and Constantinos Vasilios Priporas

Generation Z is an exceptionally important cohort for t...