Clusters of Generation Z and Travel Risks Perception: Constraining vs. Push–Pull Factors

Abstract

No matter the fact that it represents significant tourist contingents, Generation Z (Gen Z) is still insufficiently known regarding the main habits, fears or behaviours in changed circumstances. The main objective of this research is to examine the differences in travel risks perception among clusters of young tourists (Gen Z) after one year of the COVID-19 pandemic. The research was conducted during Serbia's primary tourism season in the first year of the pandemic (from June to October 2020), and just before Serbia's primary tourism season in the second year of the pandemic (May 2021). In 2020, responses of 206 participants were collected, while in 2021 there were 208 participants. Data were gathered from Tourism and Hospitality students at the University of Novi Sad (Serbia) by applying the questionnaire created for the specific purpose of this research. All respondents were representatives of Gen Z, born between 1997 and 2003. The main findings of the research are indicating the impact of the COVID-19 pandemic outbreak on young tourists' travel plans. Results are also indicating that average scores on health and non-health risks dimensions were significantly higher in the year 2020 than in 2021, as well as that all participants were more concerned with non-health risks than with health risks in both years of the pandemic. Gen Z tourists' response to the COVID-19 pandemic was consistent concern about non-health risks, denying health risks and expecting even some financial benefits from the crisis. The research findings are contributing to building a knowledge base for various tourism stakeholders in terms of developing the guidelines for tourism recovery strategies during and after the COVID-19 outbreak.

Citation

Dragin, A.S., Majstorović, N., Janičić, B., Mijatov, M.B. and Stojanović, V. (2022), "Clusters of Generation Z and Travel Risks Perception: Constraining vs. Push–Pull Factors", Mohanty, P., Sharma, A., Kennell, J. and Hassan, A. (Ed.) The Emerald Handbook of Destination Recovery in Tourism and Hospitality, Emerald Publishing Limited, Leeds, pp. 375-395. https://doi.org/10.1108/978-1-80262-073-320221022