Çevrimiçi Turizm Pazarlama Stratejilerinin X, Y ve Z Kuşakları Bağlamında Karşılaştırılması (Comparison of Online Tourism Marketing Strategies in the Context of Generations X, Y and Z)
DOI:
https://doi.org/10.21325/jotags.2024.1463Keywords:
Comparison of generations x, y and z in tourism, Online tourism marketing strategies, Digital tourismAbstract
Today, with the rapid development of information technologies and the internet, digital marketing strategies have started to be implemented in the tourism sector as in other sectors. The approach that should be considered when applying online marketing strategies, which is one of them, is to focus on specific target audiences by evaluating the differences between generations. This study aims to compare online tourism marketing strategies in the context of ‘X’, ‘Y’ and ‘Z’ generations. In the research, a survey was conducted on 408 people representing these generations in Antalya Province of Turkey. Descriptive statistics, explanatory factor analysis, chi-square test, one-way ANOVA, post hoc tests and Pearson correlation analyses of the data obtained from the questionnaire study were carried out using Statistical Package for the Social Sciences (SPSS) 26.0 Statistical Package Programme. According to the results obtained from the analyses, it was determined that as the age of the participants decreased, there was an increase in online tourism marketing strategies, perception towards online touristic shopping and preference for touristic products over the internet. In addition, it was determined that the approaches towards online tourism marketing strategies according to generations were higher in the ‘Y’ and ‘Z’ generations than in the ‘X’ generation. It is thought that the results of the study may contribute to marketers, practitioners and academicians in the field of tourism.
References
Aaker, D.A., Kumar, V. & Day, G. S. (2009). Marketing Research (9 b.). Danvers: John Wiley & Sons.
Armutçu, B., Tan, A., Amponsah, M., Parida, S., & Ramkissoon, H. (2023). Tourist behaviour: The role of digital marketing and social media. Acta Psychologica, 240, 104025.
Bencsik, A., Horváth-Csikós, G., & Juhász, T. (2016). Y and Z Generations at Workplaces. Journal of Competitiveness, 8(3).
Boediman, S. F., Hendriarto, P., Satmoko, N. D., Sulistiyani, S., & Sani, A. (2021). The Relevance of Using Social Media Applications Strategies to Increase Marketing Potential of Indonesian Maritime Tourism (Analytical Study of Tourism Journals and Online Marketing). Budapest International Research and Critics Institute-Journal (BIRCI-Journal), 4(4), 8791-8799.
Büyüköztürk, Ş. (2020). Sosyal Bilimler İçin Veri Analiz El Kitabı (27. Baskı). Ankara: PEGEM Yayınları.
Chamboko-Mpotaringa, M., & Tichaawa, T. M. (2023). Domestic tourists’ perceptions of the intentionto use digital marketing tools and platforms. Geo Journal of Tourism and Geosites, 46(1), 9-18.
Dhanapal, S., Vashu, D., & Subramaniam, T. (2015). Perceptions on the challenges of online purchasing: a study from “baby boomers”, generation “X” and generation “Y” point of views. Contaduría y administración, 60, 107-132.
Dimitrios, B., Ioannis, R., Angelos, N., & Nikolaos, T. (2023). Digital marketing: The case of digital marketing strategies on luxurious hotels. Procedia Computer Science, 219, 688-696.
Doğrulanmış Pazar Raporu, Öğrenci Seyahat Pazarına İlişkin Bilgiler https://www.verifiedmarketreports.com/product/student-travel-market/(E.T: 08.04.2024).
Entina, T., Karabulatova, I., Kormishova, A., Ekaterinovskaya, M., & Troyanskaya, M. (2021). Tourism industry management in the global transformation: Meeting the needs of generation Z. Polish Journal of Management Studies, 23.
Erden Ayhün, S. (2013). Kuşaklar arasındaki farklılıklar ve örgütsel yansımaları. Ekonomi Ve Yönetim Araştırmaları Dergisi, 2(1), 93-112.
Feng, R., & Ivanov, A. (2023). Does a generational gap exist in online shopping attitudes? A comparison of Chinese consumer generations from the media system dependency perspective. Telematics and Informatics Reports, 12, 100106.
Gui, T. (2023). Coping with parental pressure to get married: Perspectives from Chinese “leftover women”. Journal of Family Issues, 44(8), 2118-2137.
Gurunathan, A., & KS, D. L. (2023). Exploring the perceptions of generations X, Y and Z about online platforms and digital marketing activities–a focus-group discussion based study. International Journal of Professional Business Review, 8(5), e02122.
Herawati, I., Hoesni, S. M., Manap, J., & Khatib, N. A. M. (2023). A qualitative study: Exploring marital readiness among generation Z. International Journal of Academic Research in Business & Social Sciences, 13(12), 2562-2568.
Hilton, 2024 Report.Travelers will value connectivity and Personalization. https://stories-editor.hilton.com/wp-content/uploads/2023/10/2024-Trends-Report.pdf?_gl=1*6y2who*_gcl_au*MjM5NzIyODI3LjE3MTcxOTcxMDg.(E.T:01.06.2024).
Hysa, B., Karasek, A., & Zdonek, I. (2021). Social media usage by different generations as a tool for sustainable tourism marketing in society 5.0 idea. Sustainability, 13(3), 1018. https://doi.org/10.3390/su13031018.
Jiang, Y., & Hong, F. (2023). Examining the relationship between customer-perceived value of night-time tourism and destination attachment among Generation Z tourists in China. Tourism Recreation Research, 48(2), 220-233.
Kalaycı, Ş. (2005). SPSS Uygulamalı Çok Değişkenli İstatiksel Teknikler (6. Baskı). Ankara: Asil Yayın Dağıtım.
Karagöz, Y. (2021). SPSS ve AMOS 24 Uygulamalı İstatistiksel Analizler, 3. Baskı, Ankara: Nobel Yayıncılık.
Ketter, E., & Avraham, E. (2021). # StayHome today so we can# TravelTomorrow: tourism destinations’ digital marketing strategies during the Covid-19 pandemic. Journal of Travel & Tourism Marketing, 38(8), 819-832.
Kim, H., Xiang, Z., & Fesenmaier, D. R. (2015). Use of the internet for trip planning: A generational analysis. Journal of Travel & Tourism Marketing, 32(3), 276-289.
Kitsios, F., Kamariotou, M., Karanikolas, P., & Grigoroudis, E. (2021). Digital marketing platforms and customer satisfaction: Identifying eWOM using big data and text mining. Applied Sciences, 11(17), 8032.
Labanauskaitė, D., Fiore, M., & Stašys, R. (2020). Use of E-marketing tools as communication management in the tourism industry. Tourism Management Perspectives, 34, 100652.
Lamm, E., & Meeks, M. D. (2009). Workplace fun: the moderating effects of generational differences. Employee Relations, 31(6), 613-631. https://doi.org/10.1108/0142545091099176
Lina, Y., Hou, D., & Ali, S. (2022). Impact of online convenience on generation Z online impulsive buying behavior: The moderating role of social media celebrity. Frontiers in Psychology, 13, 951249.
Lissitsa, S., & Kol, O. (2016). Generation X vs. Generation Y–A decade of online shopping. Journal of Retailing and Consumer Services, 31, 304-312.
Lojo, A., Li, M., & Xu, H. (2020). Online tourism destination image: Components, information sources, and incongruence. Journal of Travel & Tourism Marketing, 37(4), 495-509.
Magdi Orabi, R. (2022). Generational differences in the travel decision-making process: A comparative study between generation x,y and z as moderating variables. Tourism and Hospitality Faculty, 11(2), 205-270.
Mahmoud, A. B., Fuxman, L., Mohr, I., Reisel, W. D., & Grigoriou, N. (2021). “We aren't your reincarnation!” workplace motivation across X, Y and Z generations. International Journal of Manpower, 42(1), 193-209.
Malhotra, N. K. (2019). Marketing Research: An Applied Orientation Global Edition (7 b.). New Jersey: Pearson Hall.
Mude, G., & Undale, S. (2023). Social media usage: A comparison between Generation Y and Generation Z in India. International Journal of E-Business Research (IJEBR), 19(1), 1-20.
Muslim, A., Harun, A., Ismael, D., & Othman, B. (2020). Social media experience, attitude and behavioral intention towards umrah package among generation X and Y. Management Science Letters, 10(1), 1-12.
Nowacki, M., Kowalczyk-Anioł, J., & Chawla, Y. (2023). Gen Z’s attitude towards green image destinations, green tourism and behavioural intention regarding green holiday destination choice: A study in Poland and India. Sustainability, 15(10), 7860.
Pazar Araştırmaları Geleceği, Çevrimiçi Seyahat Pazarı Trendleri, Pazar büyümesini desteklemek için insanlar arasında daha yüksek mobilizasyon oranı. https://www.marketresearchfuture.com/reports/online-travel-market-5182?utm_term=&utm_campaign=&utm_source=adwords&utm_medium=ppc&hsa_acc=2893753364&hsa_cam=20298941735&hsa_grp=151951244833&hsa_ad=663291708226&hsa_src=g&hsa_tgt=dsa-2088470572260&hsa_kw=&hsa_mt=&hsa_net=adwords&hsa_ver=3&gad_source=1https://www.marketresearchfuture.com/reports/online-travel-market-5182?utm_term=&utm_campaign=&utm_source=adwords&utm_medium=ppc&hsa_acc=2893753364&hsa_cam=20298941735&hsa_grp=151951244833&hsa_ad=663291708226&hsa_src=g&hsa_tgt=dsa-2088470572260&hsa_kw=&hsa_mt=&hsa_net=adwords&hsa_ver=3&gad_source=1(E.T : 05.04. 2024).
Pinho, M., & Gomes, S. (2023). Generation Z as a critical question mark for sustainable tourism–An exploratory study in Portugal. Journal of Tourism Futures, (ahead-of-print).
Pricope Vancia, A. P., Băltescu, C. A., Brătucu, G., Tecău, A. S., Chițu, I. B., & Duguleană, L. (2023). Examining the disruptive potential of generation Z tourists on the travel industry in the Digital age. Sustainability, 15(11), 8756.
Purdue Global, Generational Differences in the Workplace [Infographic]. https://www.purdueglobal.edu/education-partnerships/generational-workforce-differences-infographic/(E.T:06.05.2024).
Raji, M. A., Olodo, H. B., Oke, T. T., Addy, W. A., Ofodile, O. C., & Oyewole, A. T. (2024). Digital marketing in tourism: a review of practices in the USA and Africa. International Journal of Applied Research in Social Sciences, 6(3), 393-408.
Ramadhani, R., Suswanta, S., & Shaddiq, S. (2021). E-Marketing of village tourism development strategy (Case study in the tourist village puncak sosok). Journal of Robotics and Control (JRC), 2(2), 72-77.
Reisenwitz, T. H., & Iyer, R. (2009). Differences in generation X and generation Y: Implications for the organization and marketers. Marketing Management Journal, 19(2).
Reisenwitz, T. H., & Fowler, J. G. (2019). Information sources and the tourism decision-making process: An examination of generation X and generation Y consumers. Global Business Review, 20(6), 1372-1392.
Rikel, A. M. (2020). Perception of social maturity criteria, self-perception and value orientations among Russian millennials. RUDN Journal of Psychology and Pedagogics, 17(3), 491-503.
Scheling, L., & Richter, D. (2021). Generation Y: Do millennials need a partner to be happy? Journal of Adolescence, 90, 23-31.
Slootweg, E., & Rowson, B. (2018). My generation: A review of marketing strategies on different age groups. Research in Hospitality Management, 8(2), 85-92.
Statista, 2024a, Online travel market size worldwide from 2017 to 2023, with a forecast until 2028.
https://www.statista.com/statistics/1179020/online-travel-agent-market-size-worldwide/(ET: 05.04.2024).
Statista, 2024b, Mobile travel trends-statistics & facts, https://www.statista.com/topics/10685/mobile-travel-trends/(E.T:09.04.2024).
Statista, 2024c, Revenue of the travel apps industry worldwide 2017-2027.
https://www.statista.com/forecasts/1309624/worldwide-revenue-of-travel-apps (E.T: 09.04.2024).
Statista, 2024d, How Many People Use Social Media? https://www.statista.com/statistics/278414/number-of-worldwide-social-network-users/#statisticContainer (31.05.2024).
Statista, 2024e, Social Media-Statistics and Facts. https://www.statista.com/topics/1164/social-networks/#editorsPicks (E.T:07.06.2024).
Statista, 2024f, E-commerce worldwidw statistics& Facts. https://www.statista.com/topics/871/online-shopping/ (07.06.2024).
Szromek, A. R., Hysa, B., & Karasek, A. (2019). The perception of overtourism from the perspective of different generations. Sustainability, 11(24), 7151.
Șchiopu, A. F., Nica, A. M., Pădurean, A. M., & Ţală, M. L. (2023). Generation Z vs. Generation Y: Different from or similar? A comparision of centennials and millenials regarding the use of social media for travel purposes.
Tabachnick, B. G., & Fidell, L. S. (2013). Using Multivariate Statistics (6th ed.). Boston, MA: Pearson.
Tarazona-Montoya, R., Peris-Ortiz, M., & Devece, C. (2020). The value of cluster association for digital marketing in tourism regional development. Sustainability, 12(23), 9887.
Teng, Y. M., Wu, K. S., & Chou, C. Y. (2020). Price or convenience: What is more important for online and offline bookings? A study of a five-star resort hotel in Taiwan. Sustainability, 12(10), 3972.
TravelPerk, How people book-researching and buying behaviors. https://www.travelperk.com/blog/online-travel-booking-statistics/(E.T: 07.06.2024)
Türk Dil Kurumu, Güncel Türkçe Sözlük, Kuşak. https://sozluk.gov.tr/(E.T: 30.05.2024).
Türkiye İstatistik Kurumu TUİK, Yaş Grubuna Göre Nüfus. file:///C:/Users/ASUS/Downloads/Ya%C5%9F%20Grubuna%20G%C3%B6re%20N%C3%BCf%C3%BCs.pdf(E.T:04.09.2024).
Türkiye İstatistik Kurumu (TUİK), Adrese Dayalı Nüfus Kayıt Sistemi Sonuçları, 2023. https://data.tuik.gov.tr/Bulten/Index?p=Adrese-Dayali-Nufus-Kayit-Sistemi-Sonuclari-2023-49684 (E.T.05.09.2024).
Uysal, D. (2022). Gen-Z's consumption behaviours in post-pandemic tourism sector. Journal of Tourism Leisure and Hospitality, 4(1), 67-79.
Velentza, A., & Metaxas, T. (2023). The role of digital marketing in tourism businesses: An empirical investigation in Greece. Businesses, 3(2), 272-292.
Venter, E. (2017). Bridging the communication gap between generation Y and the Baby Boomer generation. International Journal of Adolescence and Youth, 22(4), 497-507.
Vrhoci, A., Tanković, A. C., & Kapeš, J. (2021, September). Perception of online information when selecting a tourist product: differences between generations x, y and z. In 27th Cromar Congress. Let The Masks Fall-New Consumer in Business Research (pp. 363-382).
Yazıcıoğlu, Y. ve Erdoğan, S. (2004). SPSS Uygulamalı Bilimsel Araştırma Yöntemleri, Detay Yayıncılık, Ankara.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Journal of Tourism & Gastronomy Studies
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
