Key challenges for rural destinations to meet the expectations of Generation Z travellers

Abstract

Generation Z travellers, who typically do not yet have their own income, constitute the youngest group of tourism demand, who are often ignored by destination management organizations or tourism service providers. However, they play a key role in shaping consumer demand and act as drivers of developments in destinations. Generation Z is almost redefining what it means to travel - their unique needs and specific destination preferences can set the future direction of tourism development. All of these findings provide a basis for conducting primary data collection by involving the members of the generation in a questionnaire survey in order to learn about the relationship of the Hungarian respondents (N=212 people) with IT, their travel habits, the method of financing their trips, and their communication preferences. Based on the results obtained, the characteristics of the future demand for rural destinations, expectations and preferences for the range of expected services and experiences emerge. All of this helps in shaping the future direction of tourism development in rural destinations.

Full text

Acta Carolus Robertus, 12, Különszám, 68–78. (2022) DOI: 10.33032/acr.3419
68
KEY CHALLENGES FOR RURAL DESTINATIONS TO MEET THE
EXPECTATIONS OF GENERATION Z TRAVELLERS
Anita Mondok – Zsófia Zámbó
Abstract
Generation Z travellers, who typically do not yet have their own income, constitute the youngest group of tourism
demand, who are often ignored by destination management organizations or tourism service providers. However, they
play a key role in shaping consumer demand and act as drivers of developments in destinations. Generation Z is
almost redefining what it means to travel - their unique needs and specific destination preferences can set the future
direction of tourism development.
All of these findings provide a basis for conducting primary data collection by involving the members of the gener-
ation in a questionnaire survey in order to learn about the relationship of the Hungarian respondents (N=212
people) with IT, their travel habits, the method of financing their trips, and their communication preferences. Based
on the results obtained, the characteristics of the future demand for rural destinations, expectations and preferences
for the range of expected services and experiences emerge. All of this helps in shaping the future direction of tourism
development in rural destinations.
Keywords:
Generation Z, travel habits, rural destination
JEL:
D91,
L83, R19
Introduction
Understanding the generations is playing a crucial role nowadays in the process of examining po-
tential customers and/or travellers, as more diversity now existing between the generations than
ever before. New infocommunication technologies, higher connectivity, and changing values have
transformed the way of travel organisation and distribution, in parallel the developments of social
networks.
A key factor for prosperous tourism industry is the capability to identify and handle the change
and interactions across a wide range of impacting determinants (Dwyer et al, 2009, Imbeah et al,
2020, Juma et al, 2020). Numerous factors should be considered in the macroenvironment to de-
scribe all the variables affecting the market; however, demographic changes impact directly the
volume and structure of the demand and thereby labour market (e.g., number and qualification of
employees) (Grimm, 2009). As a result, demography is a key driver for the tourism demand in the
upcoming years (Yeoman– Schanzel–Smith, 2013). Understanding demographic trends provide the
capability of explaining ongoing changes both on the demand and supply side of the tourism mar-
ket (Dwyer et al, 2009). According to Moscardo at al (2011) the future expansion of travel industry
highly relies upon how well the professionals understand the social and demographic changes and
trends influencing the travel behaviour. If tourism service providers and tourism destination man-
agement organisations make decisions in tourism supply without matching them to the changing

Key challenges for rural destinations to meet the expectations of Generation Z travellers
69
consumer needs, they will suffer from "strategic drift", a phenomenon, which appear when a mar-
ket actor’s strategy steadily moves apart from the forces in the external environment by apparent
steps of the management (Dwyer et al, 2009, Juma et al 2022a, Juma et al 2022b).
The current global travel and tourism market can be characterised by multi-generations (Glover,
2010). This is a consequence of tourism marketing efforts as tourism products are highly targeted
to the special needs of specific demographic groups to make them more tempting to the customers.
Schewe and Meredith (2006) identified the greater diversity in lifestyle and customer behaviour in
the present consumer groups than in case of the previous generations. Almost the spectrum of 15-
75 years can be found on the travel market as active, decision-maker participants of trips, covering
four generations of people.
The theory of generations
A generation is often defined as a group of people born at the same time and going through life
together. By most definitions, each generation interval is approximately 20 years. Twenty years
represents the average time between births, or the beginning of the next generation. The 20-year
interval also represents the division of life expectancy of approximately 80 years into four distinct
stages: adolescence, adulthood, middle age, and aging (Strauss–Howe, 1991). According to Schewe
and Meredith (2006), cohorts are not the same as generations. Each generation is defined by its
year of birth, but a cohort can be as long or short as the external event that defines it.
Generations move together from one stage of life to the next. Generations are exposed to shared
experiences, life experiences and shared values. According to Strauss and Howe (1991), he has
three factors that can more accurately determine generation than age. However, these factors are
age-related. They are therefore linked to cohort experiences: (i) perceived affiliation, (ii) shared
beliefs and behaviours, and (iii) shared places/situations in history.
Strauss and Howe (1991) conducted an extensive study of US demographics and used the fol-
lowing subdivisions to identify various generational groups: Silent generation born between 1925
and 1942. Baby boomers, born between 1943 and 1960. Generation X or 13th generation, from
1961 he was born in 1981. Millennials (Generation Y) and Generation Z born between 1982 and
2003. The shift is often identified in the year of 1994. It is the most recent one after 2004, and the
author does not name it. This generation is later called Generation Alpha. The above time intervals
may vary between publications and those skilled in the art do not agree on a universally accepted
general term.
Typical traits of Generation Z
Generation Z is one of the youngest generations growing today and will rule the world for decades
to come. Whereas previous generations were born with little digital exposure and were often ex-
posed to push media (radio and TV), Generation Z grew up in a digital universe where the Internet
was as convenient as plug and play (Feiertag–Berge, 2008, Tütünkov et al, 2019). Born in an age of
technological diversification, Generation Z has been familiar with the internet and his social net-
working websites since he was introduced by his parents at an early age. They are highly encouraged
and encouraged by their parents to immerse themselves in the world of technology from an early
age. Generation Z can function in both the real and virtual worlds, making it easy to retrieve and
review the information they need (McCrindle, 2018). It is also quicker to share information with

Mondok A. – Zámbó Zs.
70
others. The communication process between them takes place continuously using various commu-
nication devices and social media. Active social media users have many contacts and engage in day-
to-day relationships primarily through these channels (face-to-face meetings are important, but
maintaining online contact is just as important) (Csobanka, 2016). Gen Z uses a variety of mobile
devices to comment on reality, surroundings and living conditions, to express opinions and atti-
tudes on Twitter, blogs and internet forums, to post photos (Instagram, Pinterest, Snapchat) and
movies (YouTube, Instagram, Snapchat). Facebook can be used for all the above activities. Gen-
eration Z not only consume content on the Internet, they also create and control it (Hardey, 2011).
Globalization will play an important role for Generation Z. According to Sparks & Honey
(2015), Generation Z members are the most global and multicultural generation born and raised in
an age of internationalism, gender equality and climate change awareness. Social responsibility, so-
cial advocacy, and concern for the common good therefore play a very important role in the altru-
istic behaviour of Generation Z members. More than any previous generation, Generation Z are
aware of global issues and are determined to change the world for the better.
Financially conservative and pragmatic when it comes to focusing on a secure career. Represent-
atives of this generation want to build a brilliant professional career quickly and without effort.
They find it difficult to achieve their vision of sustainable professional development in small steps
(Hardey, 2011). These are people who are not only looking for work in the immediate vicinity, but
are looking for work all over the world, as they are characterized by mobility and foreign language
proficiency. They do not care about stability at work. They change jobs easily, want versatility, and
want to get away from it all.
Key characteristics of Generation Z in the tourism market
A number of studies have been conducted internationally to identify key Generation Z travel pat-
terns. One study conducted in 2018 by online travel agency Expedia surveyed 1,000 U.S. adults
between the ages of 18 and 65 to gain cross-generational insights into the demand side of the travel
industry (Expedia, 2018). However, as the sample describes a generation living in the United States,
the key results can be used as a starting point for further consideration and primary research on
the Hungarian market.
Generation Z travellers are looking for adventure experiences to explore and try new things as
it also stated by the ETC report (2020). Like all generations, they attach great importance to reviews
when choosing a hotel; moreover, they prefer to stay at hotels over Airbnb and vacation rentals
(Egolf, 2018). Generation Z has had Wi-Fi since childhood and often choose hotels based on free
internet access. For convenience, half of the respondents visit an online travel agency website to
book transportation and accommodation services. We see the parent sponsorship phenomenon as
travellers prefer to experience new destinations with their peers and often travel with their parents.
Generation Z and Millennials are most influenced by social media posts when making travel pur-
chase decisions. More than a third of them choose their travel destinations based specifically on
social media posts as also reported by Egolf (2018).
Hungarian respondents included in a survey conducted by Kökény–Jászberényi (2022) in 2021
took leisure trips several times a year. Nearly 80% of them also visit more distant destinations
abroad, as many of them already have a regular income. A particular characteristic of many people
is researching accommodations, attractions, local transportation, and dining options before travel-
ling. Most of them also travel with their families and care deeply about the opinions of their family
and friends, whom they consider to be the most reliable sources of information. This will most

Key challenges for rural destinations to meet the expectations of Generation Z travellers
71
influence their travel decisions. Additionally, their decisions are heavily influenced by social net-
working sites, review sites, individual websites, and other Internet sites. The most popular travel
motive is to visit the city. Although the majority prefer individually organized trips to trips orga-
nized by travel agencies, 60% of them have already travelled through a travel agency. Most people
consider the price of the service and look for discount offers.
A comparative analysis of the Metropolitan University (2019) researchers reached similar con-
clusions. A large portion of the age group (55%) travelled during the study period, primarily for
vacation and recreational purposes. The second most common reason for travel was to visit cities
(19%). This is probably due to cheap flights providing cheap and quick access to major European
cities and the growing demand for travel. In the sample surveyed, 2-night trips were the most
popular (35%), followed by stays of 4-7 nights, but the percentage of people who prefer longer
trips, even 2 weeks is only 5%. Nearly two-thirds of those surveyed travel three or more times a
year, so unlike previous generations, this age group is more likely to opt for a short vacation rather
than saving one long trip a year. Young people usually travel with their partner or family. The vast
majority of respondents are not at all loyal to the accommodations they have already tried. All of
this could be consistent with Gen Z’s common trait of being more concerned with products than
brands.
Material and method
To learn about the travel habits of Generation Z in Hungary, we investigated using research ques-
tions, but due to the nature of the study, no specific hypotheses could be formulated. The purpose
of the primary research was to obtain answers to the following questions:
– What are the characteristics of the use of information and communication technology by
sample generation?
– What communication channels do respondents use?
– What travel habits and preferences do respondents have?
– What conclusions can be drawn from the results obtained regarding the tourism potential of
rural areas?
Primary data were collected through structured questionnaires to collect individual opinions.
Structurally, the questionnaire consists of one general and four main thematic sections: travel hab-
its, travel preferences, financial background, and communication channels. The final section asks
questions about the sociodemographic aspects of respondents. Survey questions are presented in
the form of closed and semi-closed questions.
The purpose of the pilot study was to refine the question and implement a test version to check
the clarity and understandability of the question wording. The pilot survey sample consisted of 31
respondents. Johanson and Brooks (2010) suggest that 30 representative participants are a reason-
able minimum recommendation for conducting a pilot study for exploratory purposes.
The primary target group for this study are members of Generation Z born between 1995 and
2009. These generational age lines correspond to the taxonomy developed by McCrindle and Wolf-
inger (2008). Data collection was performed using the Google Forms web survey management
software.
An active phase of research and data collection was organized for the period from 1 to 31 Oc-
tober 2021. We received a total of 424 responses. After data collection, correlations between indi-

Mondok A. – Zámbó Zs.
72
vidual variables were examined and identified using the Pearson correlation coefficient. The rela-
tionship between sociodemographic parameters, attitudes and other personality factors and behav-
ioural patterns in tourism was tested. Therefore, the correlations found helped determine which
factors most influenced travel behaviour.
Analysis of the collected data and creation of some figures was done with the help of Excel and
SPSS programmes.
Results
Sample characteristics
Because the study generation spanned 15 years, we split the respondents into five age groups to
facilitate handling and improve correlation results (Table 1). Women are slightly more represented
in the sample (56%), but women are generally more willing to respond and participate in surveys.
By place of residence, residents of cities with a population of less than 30,000 make up 33% of the
sample; however, the lowest proportion of residents of the capital city also represent 20% of the
sample of 424 people. Within the generation, the largest proportion are those born between 1998-
2000 and 2001-2003 (28.5%; 29.5%).
Table 1. Distribution of the sample in terms of age and place of origin
(number of respondents)
1995-
1997
1998-
2000
2001-
2003
2004-
2006
2007-
2009
age
Male
26
56
58
33
13
Female
38
65
67
45
23
place of
origin
Budapest
11
30
25
13
7
City (population over 30,000)
9
31
32
20
8
Town (population under 30,000)
29
41
42
18
9
Village
15
19
26
27
12
Source: Based on study results compiled by the authors, 2022
68% of respondents have an independent income, while the rest earn their living with pocket
money received from their parents. 22% supplemented their parent’s contribution with student
work and, surprisingly, 8% of respondents earn extra income through gambling. There is a strong
relationship between self-employment and age groups between 1995-1997 and 1998-2000 (Pear-
son’s r = 0.86).
The use of IT technology
It was measured how many people live their lifestyle in a household and how many smart devices
can be found in one household. Turns out there are 3.18 people living together on average, and an
average household has about 7.84, which is 8 smart devices, so on average there are 2.5 smart
devices for each person in a household. The most common devices are mobile phones, laptops

Key challenges for rural destinations to meet the expectations of Generation Z travellers
73
and smart watches. In terms of digital services, the extent to which they can live without the Inter-
net is rated on a decavalent Likert scale. 12% of respondents are only willing to live without internet
- even for a longer period of time, 84% of these respondents are women. This is important feed-
back, for example, regarding openness to slow food movement. 53% of respondents receive data
traffic with their phone subscription (78% of Budapest residents), while 41% receive it as an addi-
tional service. Only 6% use the Internet when free access is available (all of these respondents live
in rural villages).
The average daily time of Internet use in the entire sample was 4.2 hours, significantly higher for
those born between 2007-2009 (7.8 hours) and those living in the capital (6.9 hours). A rather
extreme value appears in the case of boys born in 2007-2009 in Budapest, the value of four re-
spondents reached 9.3 hours. At the end of the questionnaire, respondents rate how much they
agree with the statement that "Digital tools do not serve as a supplement to daily life but are an integral part
of our lives." On a decavalent Likert scale, the average level of agreement was 7.2, 56% of respond-
ents gave a value of 10, mainly those born between 2004-2006 and 2007-2009. The percentage of
men also agreeing with this statement is higher (mean 8.1).
Communication channels
Respondents reflected on which apps and services they use in their daily life, when travelling, and
which apps they use both. There were no significant differences between the responses, meaning
that when travelling, they behaved the same as in everyday life. The Facebook and Messenger apps
appeared as platforms used by all respondents (Viber is mentioned only in 34% of responses). In
the case of Instagram, 72% of respondents use it on weekdays and significantly less (68%) when
travelling.
Google services are used by many respondents (63%, of which 65% are women), including
Google Search, Google Maps, Google Translate, Google Travel. Accommodation booking sites
like booking.com or szallas.hu are not used in daily life, only for tourism (48%). The results are not
surprising, and it also indicates that the sample is more likely to just participate in the trip than
organize it. Tripadvisor.com is also the only option used to find information while travelling, used
by 38% of respondents, the majority of which are residents of the capital and women.
In the list of preferences for channels used to choose accommodation, the opinions of peers are
still valid for the sample (41%), followed by accommodation portals (34%), while 17% booked
using a travel agent. Based on advertising, only 5% of respondents booked accommodation and
3% by other means. Opinions of friends are more important for people living in smaller cities and
towns, especially for those born between 1998 and 2000. Opinions can also appear in the form of
online reviews.
Regarding restaurant selection, the responses showed a significant deviation. The largest per-
centage of respondents use Google Search to find places to eat in the area, and 82% only use the
app to find restaurants during their travels. Order food (Foodpanda, Wolt) also appeared in 46%
of responses, an app that downloaders love to use both on weekdays and during travel. Tripadvisor
is a resource for restaurant selection that was only available to 33% of study participants and used
only during their travels. 46 respondents prepare their own food during the week or when they are
travelling and therefore do not need restaurant services (78% of them are rural women).
Respondents also used Google Search to find shopping opportunities, 85% chose it, while 26
asked locals for directions. Finding events was not an issue for respondents: 39% said they did not
need to search because they were travelling for a specific event, 31% said that a Google Search

Mondok A. – Zámbó Zs.
74
provided sufficient information, while 16% of respondents sought help from family and friends.
Only 14% of respondents questioned local residents, although many events have only local pro-
motion, very little information is available on the Internet.
Travel habits and preferences of the respondents
Respondents were also asked with whom they usually travel. 45% travel with family - this confirms
what has been experienced in the US - while 43% of respondents usually travel with friends and/or
partner, 5% with colleagues and only 7% travel alone. In their case, experience means that during
travel they get to know and make friends with strangers, whom they then follow on social media
platforms.
The most important factors for destination selection were examined with a question in which
the order of importance should be established between the elements of tourism supply elements
and infrastructure compiled by Gonda (2016). Factors to prioritise are as follows: tourism attrac-
tions, transportation and other infrastructure, accommodation, food and beverage, entertainment,
safety and hygiene, cultural services and prices. In ranking list, price takes first place, followed by
accommodation options with a small margin. The provision of cultural programmes and entertain-
ment opportunities was also of great importance to respondents, with the same rating value. The
needs for food and beverage, tourism attractions, and ultimately safety and hygiene seem less im-
portant. According to the results obtained, respondents are very price sensitive - this may even
stem from this generation’s low independent income - while their propensity to take risks is high,
hygienic and safety is not taken into account when choosing a destination. It should be pointed out
that the existence of known attraction is not important to them either, i.e., even rural areas with
few tourist attractions can appeal to Generation Z.
The next set of questions checks interest for matching keywords. In terms of experience and
comfort, 82% of the opinions support the experience, confirming the common characteristics of
the generation. Experience compared in the case of security, the experience is 98% more attractive
than security, verifying the results obtained in the previous question. When it comes to photos/vid-
eos vs. tangible memories, generational characteristics are once again confirmed, with the vast ma-
jority of respondents (83%) favouring digital content. While photo/video is a record of the expe-
rience, experience compared to photo/video comparisons, the experience is preferred by 82% (as
in the first pairwise comparison). There was no major difference in the respondents’ opinion be-
tween living in the moment and sharing the moment: 99% consider living in the moment more
important. Among active recreation options compared to passive rest, 67% of respondents pre-
ferred the active form, an important finding for rural service providers.
Answers to the multi-valued question about the use of transport show that the preferred means
of transport is the car (64% of the mentions), followed by the bus and the train with the same
response rate each other (43 and 41%). 32% of respondents mentioned flying, and some of the
answers also focused on hitchhiking, biking, and walking. These activities can also be helpful to get
to an attraction when staying in the countryside.
Among the type of accommodation preference (multi-value question), apartments and guest-
houses were mentioned most frequently (46%), followed by 4- to 5-star hotels (43%). In this case,
there is a strong negative association between responses and independent income (Cramer’s v=-
0.81), so young people can stay in luxury hotels through their parents. Three-star hotels received
32% of mentions, while one- to two-star hotels received 24% of feedbacks. Neither boarding

Key challenges for rural destinations to meet the expectations of Generation Z travellers
75
houses nor camps are attractive solutions for the surveyed, at only 13% and 10% respectively. The
results reveal a weak Gen Z rural housing supply.
The primary travel motive survey was conducted by entering the three most typical of the stated
travel purposes. Responses were graded taking into account all grades. In relation to gender, the
main motives for travel are city visits, nature walks, hiking and recreation (Figure 1).
Figure 1. Primary motivations for travel in terms of gender
Source: Based on study results compiled by the authors, 2022
Regarding the above motives, there is no significant difference between the purpose of domestic
travel and the purpose of international travel in the sample.
The final question of the travel behaviour study section, as an open-ended question, sought
answers on how to persuade members of the generation to travel more. We agree that we can be
more engaging, and we also feel the need for more unique and exclusive experiences and more
discounts and offers dedicated to members of this generation.
Implications and recommendations
The results obtained are very similar to those of studies conducted in the United States. Whether
this similarity occurs in relation to intergenerational similarity or to globalization can be viewed as
an important finding. Well-known and described generational traits can also be found in the studied
samples. This is a solid starting point for tourism service providers to get to know their guests in
advance.
The use of social media for tourism and the role of social media in choosing travel destinations
has profoundly changed the tourism industry. Their travel experiences are instantly shared on Fa-
cebook and Instagram. Thus, the experience is not just a moment for the traveller, it is lived not
only by them, but also by friends, acquaintances and even complete strangers. For Generation Z,
social media is key to getting information before travelling, such as choosing a destination or find-
ing attractions in a destination area. Young users trust the opinions of their community to greatly
influence their travel decisions.
Based on the results obtained, elements of rural tourism can be made attractive to members of
Generation Z if they are experience-oriented and delivered to target groups through the commu-
nication channels that generations use. Urbanized youth may also be attracted to the country’s
9%
8%
6%
10%
8%
6%
2%
1%
8%
9%
10%
5%
4%
5%
5%
0%
0% 5% 10% 15% 20%
active recreation
participating in festivals
city visit
having rest
hiking, exploring nature
visiting friends and relatives
other cultural programmes
other
Male Female

Mondok A. – Zámbó Zs.
76
different lifestyles, and the wide range of nature-related services, local cultures and local events can
also be well utilized in the design of package of services. For example, engaging visitors in local
activities, cooking, crafts, and discovery experiences through geocaching can create experiences.
To attract Generation Z as much as possible, we recommend targeting their practical approach
and price sensitivity through a wide range of discounts. Developing a national loyalty program and
making discounts available on certain social media activities would be attractive to them. Sweep-
stakes always have an exciting effect on members of a generation. They are happy to participate.
Generation Z is closely related to IT and various communication channels. Therefore, it is sug-
gested to take advantage of these opportunities to reach the generation members. For example,
leverage Instagram’s new role to provide interactive points of reference, web-based information
(using QR codes or local apps).
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Mondok A. – Zámbó Zs.
78
Authors
Anita Mondok
ORCID: 0000-0002-6444-970X
college senior lecturer, PhD
University of Debrecen, Faculty of Economics and Business, Institute of Rural Development,
Regional Economics and Tourism Management
e-mail: mondok.anita@econ.unideb.hu
Zsófia Zámbó
BSc student
e-mail: zsofiazambo.me@gmail.com
A műre a Creative Commons 4.0 standard licenc alábbi típusa vonatkozik: CC-BY-NC-ND-4.0.