Abstract
Abstract Tourism represents one of the sectors with the highest growth, and the upward trend of evolution implies the anticipation and adaptation to the changes in travel behavior. Currently, young travelers represent an important segment of the global tourism market. Generation Z decision-making processes are influenced both by the specific characteristics of the generation and by their travel habits. The travel motivations of the first generation born in the age of technology include socializing, acquiring unique experiences along with eco-friendly vacation options. During a trip, Generation Z visits museums, attends cultural or sports events and documents their choices by following travel influencers or social media posts. In these conditions, the paper aims to analyze the characteristics of the generation Z travel behavior and their perception of the future of travel. To achieve this objective, there will be a theoretical approach of generation Z coupled with secondary data analyses that will highlight the way young travelers organize their vacation.
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