Generation Z and Key-Factors on E-Commerce: A Study on the Portuguese Tourism Sector

Jorge Vieira · Rui Frade · Raquel Ascenso · Inês Prates · Filipa Isabel Ferreira Martinho

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Consumer Behavior and Marketing Influence Diverse Aspects of Tourism Research Digital Marketing and Social Media

Abstract

In recent years, tourism has experienced remarkable growth worldwide. This sector is rapidly becoming the main export activity and the most important source of GDP growth in several countries. In Portugal, it represented around 19.7% of exports in 2019. The internet and online platforms contributed decisively to this growth. Generation Z already represents a considerable portion of society and, in the coming years, will become the central consumer segment. With this research, we intend to identify the key factors in the decision to purchase online, in Generation Z individuals, in the Portuguese tourism sector. We carried out a characterization of the sector, a bibliographic review and the identification of key variables. We applied a structured questionnaire to a sample of 233 individuals aged between 10 and 25 years. Subsequently, the data were processed using descriptive methodologies and association tests between variables. The key factors in the decision to purchase tourism products/services in Generation Z are Trust, Price, the use of aggregating websites, WOM/EWOM, the Offer of products/services online and the Online experience. In the opposite direction, it was given less importance to Convenience, Reviews on tourism websites, Tourism Advertising, Social networking and the possibility of Canceling the reservation. This study allows us to establish the bases for future research, to help researchers to understand Generation Z consumption habits.

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References

2007Electronic word-of-mouth in hospitality and tourism management 2004Factors influencing destination image 2014Influence of trust and perceived value on the intention to purchase travel online: Integrating the effects of assurance on trust antecedents 2010Marketing to the Generations 2014Working With Generations X And Y In Generation Z Period: Management Of Different Generations In Business Life 2004E-commerce and tourism 2017Influence of social media marketing communications on young consumers’ attitudes 2009Customer behavior in electronic commerce: The moderating effect of e-purchasing experience

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