Generation Z As a New Focus in Tourism Industry: a Literature Study

Understanding the behavior of each generation is very important in marketing because each generation has different decision-making patterns, including in the context of tourism. After the millennial generation (Generation Y), Generation Z has become a new focus for marketers because of its strong orientation towards the digital world and its influence on consumption trends. This study aims to explore the main factors that influence Generation Z's behavior in tourism activities and how these factors are changing the tourism industry. Using a systematic literature review approach, this study analyzes previous research to identify important aspects that shape Generation Z's travel decisions. The results show that Generation Z tends to value travel experiences that involve digital interaction and apply sustainable practices. They are attracted to tourist destinations that can provide immersive digital experiences and promote green tourism through environmentally friendly marketing strategies. These findings emphasize the importance for tourism industry players to implement digital transformation and green marketing to meet Generation Z's expectations and support the development of sustainable tourism.