Open AccessThe Influence of Socio-Demographic Factors on Perceptions of Domestic Tourism: The Case of Generation Z
Author(s) -
Anita O. Aina,
Ikechukwu O. Ezeuduji
Publication year - 2021
Publication title -
african journal of hospitality, tourism and leisure
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.232
H-Index - 11
ISSN - 2223-814X
DOI - 10.46222/ajhtl.19770720.175
Subject(s) - tourism , domestic tourism , demographics , descriptive statistics , marketing , perception , generation y , first generation , destinations , limiting , business , geography , socioeconomics , economic growth , psychology , tourism geography , economics , sociology , population , demography , mechanical engineering , statistics , mathematics , archaeology , neuroscience , engineering
Generation Z is increasingly becoming more powerful regarding influencing family travel choices and emerging as a segment with significant buying potential for tourism, however not much tourism-related studies have been conducted on this generational cohort. This study explored relationships between Generation Z members’ socio-demographics and perceptions of domestic tourism in KwaZulu-Natal Province, South Africa. A structured questionnaire survey of 385 Generation Z respondents gave rise to quantitative data for analyses. Descriptive and bivariate analyses were performed to explore variable relationships. Results show that significant number of Generation Z members have tertiary education but largely unemployed, as most of them were still studying at the time this research was conducted. Lack of funds and opportunity seem to be the major limiting factors to their participation in domestic tourism. Generation Z females, older members (above 20 years of age) and respondents with tertiary education are more likely to participate in domestic tourism than their counterparts. This study considers competitive pricing of tourism products and services and more aggressive marketing of local tourism destinations using technology as ways of attracting and retaining members of Generation Z as domestic tourists.