Full Description
Hospitality and tourism is the second largest industry in the world and is a driver of job growth and economic prosperity, accounting for 1 in 10 jobs worldwide. As such, the marketing of hospitality and tourism is a fast developing field, influenced by the latest advances in sustainability and social marketing as well as a new generation of consumers.
Gen Z individuals and Gen Alphas are the future employees and consumers of this industry. They do not only shape new consumption patterns, but also bring their values to work life, thus changing the attitudes towards the employee-employer relationship and how work is being done. As Generation Z will represent more than 50% of the workforce worldwide in the next few years, it is of utmost importance to explore their particular behavior in both the working environment, as well as their consumption patterns.
As such, this contributed volume brings a focus on the contemporary marketing (and management) aspect of thetourism and hospitality industry as this is/will be shaped by Smart / Industry 4.0 apps, priority over sustainable futures, and Gen Z and Alpha individuals' aspirations, expectations, preferences and behaviors. The latest technological advancements and the challenges associated to a sustainable planet will be decisive factors in tourism and hospitality marketing. The authors offer insights into numerous aspects into the hospitality and tourism industry, making it an invaluable reference point for contemporary tourism and hospitality marketing research.
Contents
Chapter 1: Introduction: The Shift in Contemporary Service Marketing Management in Tourism and Hospitality.- Chapter 2: From Consumption to Prosumption: The Interplay of Digital Transformation, Prosumers and Post Tourism Experience within Cultural Tourism.- Chapter 3: Digital Marketing for the Hospitality and Tourism Industry in Industry 4.0.- Chapter 4: Smart Technologies Use by SMEs in the Hospitality Industry: Implications for Customer Interactions and Organizational Resilience.- Chapter 5: Hybrid Servicescapes in Tourism and Hospitality.- Chapter 6: Creativity and Marketing with New Technologies in Tourism and Hospitality.- Chapter 7: Online Travel Behavior of Millennials vs Gen Z: A Comparative Analysis.- Chapter 8: The Age of Tomorrow: Exploring Risk-Taking Styles in Travel across Generations.- Chapter 9: GenZers as Marketing Managers.- Chapter 10: Generation Z Perspective On Destination Image Restoration Through Dark Tourism.- Chapter 11: Responsible Tourism as a Vehicle to Achieving the SDGs.- Chapter 12: Exploring Underwater Tourism in EU-Mediterranean Coastal Areas for Sustainable Development.- Chapter 13: Proximity Tourism as a Sustainable and Resilient Strategy: Building Back Better for Local Communities and Destinations.
