What's Happening?
PhD researcher Mengni Fu at Griffith University's Griffith Institute for Tourism is investigating the impact of Generation Z on the future of the tourism and hospitality industry. Her research emphasizes the importance of understanding Gen Z's preferences and expectations as both consumers and employees. The study highlights the need for the industry to integrate advanced technologies like robotics, automation, and AI with Gen Z's expectations. Fu's research involves extensive data collection from China and Australia, including interviews with hotel managers, surveys of Gen Z consumers, and responses from hospitality students. The findings suggest a preference for collaboration between humans and technology, with varying approaches in different countries.
Why It's Important?
Understanding Gen Z is vital for the tourism and hospitality industry to remain competitive and adapt to changing consumer demands. As Gen Z becomes the primary consumer base and workforce, their readiness to engage with technology will shape service delivery models. The research provides valuable insights for industry stakeholders, including hotel operators, educators, and policymakers, to align technology investments with consumer expectations and market maturity. The study also highlights the importance of emotional intelligence in preparing Gen Z for tech-integrated environments, addressing concerns about job insecurity and workplace stress.
What's Next?
Fu's research aims to inform how large-scale events, such as the 2032 Brisbane Olympic and Paralympic Games, can drive innovation in tourism. She plans to propose projects exploring how these events can catalyze technology adoption, workforce transformation, and visitor experience enhancement. The findings could guide industry stakeholders in preparing for future challenges and opportunities, ensuring the visitor economy remains resilient and competitive. As Gen Z continues to influence the industry, ongoing research will be crucial in adapting to their evolving preferences and technological advancements.
Beyond the Headlines
The integration of technology in the tourism and hospitality industry raises ethical considerations regarding privacy and data security. As the industry adopts AI and automation, it must address potential concerns about the impact on employment and the quality of human interaction. Fu's research underscores the need for a balanced approach that values emotional intelligence alongside technological skills. The study also highlights cultural differences in technology adoption, offering insights into how global events can shape legacies of innovation and transformation.
