Generation Z (Gen Z) is the demographic cohort also known as Post-Millennials, the iGeneration or the Homeland Generation. 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.

Introduction: Gen Z Marketing and Management in Tourism and Hospitality.- 1. Digital Natives Leading the World: Paragons and Values of Generation Z.- 2. Generation Z and Managing Multiple Generational Cohorts Simultaneously in Tourism and Hospitality.- 3. Generation Z and Tourism Entrepreneurship: Generation Z’s career path in the Tourism Industry.- 4. Generation Z and their Perceptions of Well-Being in Tourism.- 5. New Sheriff in Town? Discovering Generation Z as Tourists.- 6. Gen Z Tourists and Smart Devices.- 7. Generation Z and Digital Influencers in the Tourism Industry.- 8. Generation Z: Young People’s Perceptions of Cruising Safety, Security and Related Risks.- 9. The New Foodie Generation: Gen Z.- 10. Perceptions of Gen Z Tourists on Street Food in Hong Kong.- 11. Generation Z Active Sports Tourism: A Conceptual Framework and Analysis of Intention to Revisit.- 12. Are Generation Z Ethical Consumers?.- Index.

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.

Offers a collection of selected topics aiming at better understanding how Gen Zers shape as tourists and lead as managers the global tourism sector of our times Discusses the dynamism of this generation in driving the future of tourism and hospitality across the different sub-branches Is of interest to managers, scholars, and students interested in acquiring a more concrete knowledge on Gen Zers’ crucial role in the marketing and managing of tourism-related services