Generation Z and the tourist experience: tourist stories and use of social networks

Abstract

Purpose The purpose of this paper is to understand Gen Zers’ tourism experiences and more specifically, through their tourist practices and their use of social networks. It also explores how Gen Zers apprehends the concept of sustainable tourism. Design/methodology/approach The authors used a qualitative research approach. The study protocol was conducted in two phases. First, the authors did six semi-directive interviews of young people born between 1995 and 2002. For the second stage of the research, the authors chose the narrative research technique by asking 34 students born between 1995 and 1997 to write a micro story from their travel experience. Findings Although it is often presented as a narcissistic generation, seeking to put forward their “selves”, for example by posting selfies, this study reveals that Generation Z seems to show a great modesty during their tourist experiences. The results also show that sustainable tourism is not a key concept for the young people interviewed. Research limitations/implications Thus, it would be useful to carry out more interviews and to extend the fields of analysis. While certain rules have been respected in the selection of young respondents, the sample does not necessarily reflect all the dimensions characterizing this complex young generation. Social implications We know that Generation Y has been exposed to social networks, often without a filter. The results show that Generation Z is much more suspicious and vigilant with regard to social networks and their use. Originality/value This research used an innovative method. It shows how multidimensional this generation is and opens up many ways of research.