What's Happening?
Research at Griffith University’s Griffith Institute for Tourism is examining how Generation Z will influence the future of the tourism and hospitality industry. PhD researcher Mengni Fu is investigating Gen Z's preferences and expectations, particularly their readiness to engage with technology. The study highlights the importance of integrating technology with human interaction in service delivery models. Findings suggest that Gen Z favors a collaborative approach between people and technology, with variations in preferences observed between countries like China and Australia.
Why It's Important?
Understanding Gen Z's impact on the tourism and hospitality sectors is crucial for industry stakeholders aiming to remain competitive. As both consumers and employees, Gen Z's tech-savvy nature and demand for personalized experiences are driving changes in service delivery. This research provides valuable insights for operators, educators, and policymakers to align their strategies with Gen Z's expectations. The integration of technology in tourism not only enhances efficiency but also addresses workforce shortages and rising operational costs.
What's Next?
The tourism industry is expected to continue evolving with increased adoption of technology to meet Gen Z's demands. This may involve investments in digital infrastructure and the development of hybrid service models that balance automation with human interaction. Educators will need to incorporate technology skills and emotional intelligence into training programs to prepare future professionals. Policymakers may also play a role in facilitating cross-sector collaboration and establishing regulations to support these advancements.
