A Bibliometric Analysis of Generation Z and Tourism Research: Insights from VOSviewer Mapping

Abstract

In recent years, Generation Z has had a pivotal influence across global industries, with tourism being significantly impacted. As the first generation fully immersed in digital technology, Generation Z members have travel preferences, behaviours, and values which differ markedly from previous generations, presenting both challenges and opportunities for the tourism sector. This study explores studies on Generation Z in the context of the tourism industry through key research questions, including the primary trends and thematic clusters in the existing literature, the most influential journals and authors, and the temporal evolution of research in this area. To address these questions, this article presents a comprehensive bibliometric analysis of 217 publications on Generation Z and tourism, spanning from 2018 to 2024, sourced from the Web of Science. Using VOSviewer, the analysis maps the main trends, the most influential publications, and the emerging themes, providing insights into how Generation Z is reshaping the tourism landscape. The bibliometric analysis and VOSviewer mapping add a rigorous methodological approach, offering a structured overview of existing research while identifying gaps for further exploration, especially in this emerging field. The study highlights the most published and cited journals, providing a broad contextual view, followed by an in-depth exploration of thematic clusters within Generation Z tourism research. The results indicate that although research on this topic gained attention in 2018, it is still in its early stages, with significant room for expansion. Current studies primarily focus on social media marketing communications for Generation Z, as well as Generation Z tourism experiences and their attitudes and preferences towards tourism, suggesting areas for future exploration.

Full text

Citation: Ivasciuc, Ioana-Simona,
Adina Nicoleta Candrea, Ana Ispas,
and Brenda-Andreea Piuaru. 2024. A
Bibliometric Analysis of Generation Z
and Tourism Research: Insights from
VOSviewer Mapping. Administrative
Sciences 14: 337. https://doi.org/
10.3390/admsci14120337
Received: 20 September 2024
Revised: 2 December 2024
Accepted: 10 December 2024
Published: 18 December 2024
Copyright: © 2024 by the authors.
Licensee MDPI, Basel, Switzerland.
This article is an open access article
distributed under the terms and
conditions of the Creative Commons
Attribution (CC BY) license (https://
creativecommons.org/licenses/by/
4.0/).
Article
A Bibliometric Analysis of Generation Z and Tourism Research:
Insights from VOSviewer Mapping
Ioana-Simona Ivasciuc * , Adina Nicoleta Candrea , Ana Ispas and Brenda-Andreea Piuaru
Faculty of Economic Sciences and Business Administration, Transylvania University of Brasov, 500036 Bras
,ov,
Romania; adina.candrea@unitbv.ro (A.N.C.); ispasana@unitbv.ro (A.I.); brenda.musa@unitbv.ro (B.-A.P.)
*Correspondence: simona.ivasciuc@unitbv.ro
Abstract: In recent years, Generation Z has had a pivotal influence across global industries, with
tourism being significantly impacted. As the first generation fully immersed in digital technology,
Generation Z members have travel preferences, behaviours, and values which differ markedly from
previous generations, presenting both challenges and opportunities for the tourism sector. This study
explores studies on Generation Z in the context of the tourism industry through key research questions,
including the primary trends and thematic clusters in the existing literature, the most influential
journals and authors, and the temporal evolution of research in this area. To address these questions,
this article presents a comprehensive bibliometric analysis of 217 publications on Generation Z and
tourism, spanning from 2018 to 2024, sourced from the Web of Science. Using VOSviewer, the analysis
maps the main trends, the most influential publications, and the emerging themes, providing insights
into how Generation Z is reshaping the tourism landscape. The bibliometric analysis and VOSviewer
mapping add a rigorous methodological approach, offering a structured overview of existing research
while identifying gaps for further exploration, especially in this emerging field. The study highlights
the most published and cited journals, providing a broad contextual view, followed by an in-depth
exploration of thematic clusters within Generation Z tourism research. The results indicate that
although research on this topic gained attention in 2018, it is still in its early stages, with significant
room for expansion. Current studies primarily focus on social media marketing communications
for Generation Z, as well as Generation Z tourism experiences and their attitudes and preferences
towards tourism, suggesting areas for future exploration.
Keywords: generation Z; tourism; bibliometric analysis; VOSviewer; tourism research trends
1. Introduction
Success in the tourism industry hinges on the ability to identify and adapt to changes
effectively. Among these, generational change stands out as a significant phenomenon,
presenting both opportunities and challenges. The differences between generations are
reshaping the tourism landscape, forcing businesses and researchers to stay agile and
responsive. As Gardiner et al. (2014) highlight, traveller behaviour will vary across
generations, making continuous and thorough analysis of these differences essential for
anticipating future trends.
The rise of Generation Z, in particular, has introduced substantial shifts across multiple
sectors, including tourism. As the first generation to grow up entirely in the digital age,
Generation Z brings unique preferences, behaviours, and expectations to travel, setting
them apart from their predecessors. Understanding these shifts is crucial for businesses
aiming to cater to the evolving demands of this emerging consumer base.
Given the extensive body of research on Generation Z and tourism, it is imperative to
synthesize and understand the existing literature comprehensively. Although numerous
studies have been conducted (Morrone et al. 2024;Olsson et al. 2020;Orea-Giner and Fusté-
Forné2023;Robinson and Schänzel 2019;Stylos et al. 2021), key aspects of the Generation Z
Adm. Sci. 2024,14, 337. https://doi.org/10.3390/admsci14120337 https://www.mdpi.com/journal/admsci

Adm. Sci. 2024,14, 337 2 of 18
and tourism relationship remain underexplored. This research seeks to bridge this gap by
offering detailed insights into Generation Z and tourism research. This is the purpose of this
study. It aims to enhance the understanding of Generation Z within the tourism industry by
systematically addressing six research questions. The first research question (RQ1), “Which
journals, countries, authors, and institutions have been most influential in shaping research
on Generation Z and tourism?”, aims to identify the key contributors and pivotal works
that have advanced knowledge in this field. The second research question (RQ2), “How
has the academic focus on Generation Z and tourism evolved over time?”, investigates
the trends in publication and citation patterns, examining how interest in this topic has
grown and shifted over the years. The third research question (RQ3), “What are the primary
thematic clusters within the existing literature on Generation Z and tourism?”, seeks to
identify the main scholarly themes and areas of focus, offering a structured overview of the
intellectual landscape in this emerging field.
The study also aims to identify areas that are underexplored, with the fourth research
question (RQ4), “What are the current gaps in Generation Z tourism research?”, and the
fifth research question (RQ5), “How might these gaps be addressed in future studies?”.
These questions are essential for highlighting the limitations of the existing literature and
suggesting directions for future research to expand and deepen the understanding of this
topic. Finally, the study considers the broader implications of its findings through the sixth
research question (RQ6), “What insights can a bibliometric analysis provide regarding
the relationship between Generation Z’s and tourism industry?”. This question links the
bibliometric results to both practical applications and theoretical advancements, providing
a comprehensive view of how Generation Z is shaping the tourism sector.
To answer these research questions, the study employs a bibliometric analysis using
VOSviewer software. This method is essential, as it will enable the identification of thematic
concentrations and trends within the existing research, thus highlighting under-researched
areas and potentially influencing future research directions. By mapping out the intellectual
landscape, the bibliometric analysis provides a structured and quantifiable overview of
the connections between Generation Z specifically and tourism, ensuring a comprehensive
understanding of the field.
The remainder of this paper is structured as follows: Section 2reviews the existing
literature on Generation Z and tourism and existing bibliometric studies on Generation Z.
Section 3describes the research methodology, including data collection techniques used in
this study. Section 4presents and discusses the findings and their implications. The paper
concludes with a summary of the research outcomes, an acknowledgment of its limitations,
and suggestions for future research directions.
2. Literature Review
2.1. Generation Z and Tourism
Since the end of World War II, researchers have identified four distinct generational
cohorts: the Veterans (also known as the Silent Generation, born between 1928 and 1945),
Baby Boomers (1946–1964), Generation X (also referred to as the 13th Generation, born
between 1965 and 1980), and Millennials (commonly known as Generation Y, born between
1981 and 1995) (Bernstein and Bhugra 2011). Generation Z comprises individuals born
in the year 1996 and after, following Generations X and Y, and is also commonly known
as Generation I, the Web Generation, or digital natives (Turner 2015). The members of
Generation Z have matured during a period marked by a global financial crisis, terrorism,
political turbulence, significant climate challenges, and a worldwide pandemic. Simultane-
ously, this cohort has navigated an increasingly globalized world, enjoying benefits such
as a unified currency throughout the European Union and unrestricted mobility across
its member states (Benítez-Márquez et al. 2022). These complex and multifaceted global
conditions have profoundly influenced Generation Z’s character and perspective, making
them highly adaptable to a rapidly changing global environment (Magano et al. 2020).

Adm. Sci. 2024,14, 337 3 of 18
Recent studies have provided valuable insights into the unique travel planning be-
haviours of Generation Z, highlighting their preferences. For example, Dimitriou and
AbouElgheit (2019) propose a novel decision-making model specific to Generation Z, which
is characterized by a five-stage process that underscores the impact of social recognition
and the utilization of mobile and social applications in planning travel. Their model illus-
trates the depth and complexity of Generation Z’s decision-making process, from initial
inspiration to post-booking evaluations.
The research by Stavrianea and Kamenidou (2021) provides an analysis of experiential
values and online accommodation booking within the context of digital transformation in
the tourism sector, specifically focusing on the Greek Generation Z cohort. The findings
indicate that providing the Generation Z cohort with added experiential value significantly
influences their propensity towards positive future behaviours.
The research literature has explored the diversity within the Generation Z travel mar-
ket. In this vein, Nemec Rudež (2023) performed a market segmentation analysis focusing
on Generation Z’s online information-seeking behaviours. By assessing the significance
of various digital travel-related information features, two distinct market segments were
identified for targeted digital marketing strategies. The predominant segment, labelled
“Practical information seekers,” prioritizes accessible and secure information, while the
smaller segment, termed “Genuine information seekers,” values the authenticity of the
information.
In the realm of transportation, a study by Olsson et al. (2020) examined the relationship
between public transport use, travel satisfaction, and life satisfaction across multiple
generations. The findings highlight that while younger generations, including Generation
Z, utilize public transport more frequently than older cohorts, they also report lower
satisfaction with their travel experiences. Key factors such as security, safety, and value for
money are particularly important to them, and improvements in these areas are likely to
enhance both their travel and life satisfaction. Furthermore, ˙
Ilhan et al. (2022) suggested
that Generation Z individuals are open to experimenting with new modes of transportation
that they have not previously encountered. Also, the research conducted by D’Arco et al.
(2023) delves into Generation Z’s pro-environmental intentions within the tourism sector,
focusing on their choices regarding sustainable transportation.
No studies have been identified that present Generation Z’s preferences for a specific
type of accommodation. However, the study by D’Arco et al. (2023) addresses a related
aspect by investigating the eco-conscious intentions of Generation Z within the tourism
industry, specifically focusing on their preferences for eco-friendly accommodations.
Regarding culinary preferences, García-Carrión et al. (2023) conducted an eye-tracking
experiment to explore how social media message congruence affects visual attention and
information processing among Millennials and Generation Z in culinary tourism. The
study revealed that both cohorts process gastronomy-related comments more cognitively
when message congruence is low. Notably, Generation Z exhibits greater attention to
culinary visuals, indicating their unique engagement patterns with gastronomic content.
Also, ˙
Ilhan et al. (2022) study conclude that Generation Z expresses a keen enthusiasm for
traditional cuisines.
˙
Ilhan et al. (2022) examine Generation Z’s perception of landscapes within tourism
destinations, highlighting the significance of genuine interactions with residents and the
allure of traditional architecture. Their research indicates that these factors are particularly
appealing to Generation Z, suggesting that such characteristics should be strategically
incorporated into tourism planning to attract this age group. The primary motivation for
their travel is to escape the monotony of daily life, with a strong preference for traveling
during their school and youth years. This demographic shows a pronounced interest in
cultural, historical, and architectural sites.
Despite the growing body of literature addressing various aspects of Generation Z’s
behaviour in tourism, there is still much to explore. Studies have examined their unique
travel planning preferences, market segmentation, and transport use, but critical gaps

Adm. Sci. 2024,14, 337 4 of 18
remain. This research provides a comprehensive analysis of the trends, thematic clusters,
and key areas of the Generation Z and tourism relationship.
2.2. Bibliometric Studies on Generation Z
The use of bibliometric analysis is increasing (Aria and Cuccurullo 2017) because of its
capability to identify trends, map the present state of knowledge, and evaluate the impact
of scholarly contributions across various disciplines and perspectives.
There are only a few bibliometric studies on Generation Z. A bibliometric analysis
was conducted by Yahya and Mammadzada (2024), offering insights into the trends and
patterns of research on marketing to Generation Z. The study indicates a shift towards
digital platforms, authenticity, and customized content as key strategies to effectively
engage Generation Z. It emphasizes the necessity for marketing approaches to be refined to
resonate with the distinctive characteristics and values of this demographic. To elucidate
the characteristics of Generation Z in the workforce, Benítez-Márquez et al. (2022) reviewed
102 Web of Science articles focusing on Generation Z employees published between 2009
and 2020. Ortiz-Pimentel et al. (2020) performed a bibliometric analysis on intergenerational
studies within business and management journals, analysing various generations including
X, Y, and Z, as well as Baby Boomers and the Silent Generation. Their research, conducted
using the Web of Science database, revealed a concentration of studies in economically
developed regions and identified a significant lack of qualitative research concerning
Generation Z. Additionally, Li and Hassan (2023) employed VOSviewer for a bibliometric
analysis to map the knowledge structure of Generation Z’s purchasing behavior, producing
a visual network map.
Despite these contributions, there appears to be a gap in similar studies within the
context of tourism marketing and behaviour for Generation Z. Given their growing impact
on the tourism industry, it is imperative to conduct bibliometric analyses focusing on the
tourism experiences of Generation Z.
3. Methodology
Bibliometric studies are essential for analysing academic content, offering valuable
insights into publication trends and citation patterns. By examining these trends, we can
gain a deeper understanding of the academic discourse surrounding Generation Z in the
tourism sector. Web of Science and Scopus, two widely used and comprehensive databases,
are commonly utilized for this type of analysis (van Eck and Waltman 2010). In this study,
the research data is collected from the Web of Science database.
The analysis in this study was primarily conducted using two tools: VOSviewer (ver-
sion 1.6.20) for co-occurrence network analysis and Microsoft Excel for descriptive statistical
analysis. VOSviewer, a Java-based software developed by Van Eck and Waltman in 2009,
is specifically designed for the visualization and analysis of bibliometric networks. It is
particularly effective in mapping co-occurrence networks, allowing for a clear visualization
of scientific knowledge structures (van Eck and Waltman 2010).
Figure 1presents the research stages.
The documents utilized for this review were sourced from the Web of Science (WoS)
database as of 10 July 2024. An advanced search algorithm was created using specific
keyword variants related to Generation Z and tourism terms (“travel”, “tourism”, “tourist”
and “traveller”). The search string implemented in WoS was:
TS = (“Generation Z” OR “Gen Z” OR “Z Generation”) AND TS = (“travel”
OR “tourism” OR “tourist” OR “traveller”).
The use of these targeted terms was intended to ensure a consistent research focus
across different studies. While these terms are interrelated, they may be employed distinctly
within academic literature.

Adm. Sci. 2024,14, 337 5 of 18
Adm. Sci. 2024: 14, x FOR PEER REVIEW 5 of 20
TS = (“Generation Z” OR “Gen Z” OR “Z Generation”) AND TS = (“travel”
OR “tourism” OR “tourist” OR “traveller”).
The use of these targeted terms was intended to ensure a consistent research focus
across dierent studies. While these terms are interrelated, they may be employed dis-
tinctly within academic literature.
Figure 1. Research stages Source: authors’ processing.
4. Results
4.1. Document Type, Subject Categories Overview
To capture a comprehensive range of studies, given the nascent stage of research on
Generation Z, no restrictions were placed on publication years (2018–2024), languages, or
document types. Most of the documents analysed were articles (n = 162: 75.46%), fol-
lowed by early-access articles (n = 30: 13.39%), reviews (n = 16: 7.14%), and other types (n
= 9: 4.01%).
The top three Web of Science subject categories with the highest proportion of
documents were “Hospitality, Leisure, Sport & Tourism” (n = 77: 33.03%), followed by
“Green & Sustainable Science & Technology; Environmental Sciences; Environmental
Studies” (n = 22: 9.82%) and “Management” (n = 17: 7.59%).
4.2. Most Active Journals
Nonetheless, from Figure 2 we can see that the largest number of articles on Gener-
ation Z and tourism are published in the journal Sustainability (n = 22: 9.82%), followed by
the Journal of Tourism Futures (n = 12: 5.36%), Tourism Review (n = 8: 4.46%), International
Journal of Contemporary Hospitality Management, Tourism and Hospitality Manage-
ment-Croatia, and Tourism Management Perspectives (n = 5: 2.23%).
STAGE 1
SEARCH
ANALYSIS
SOFTWARE
AND
DATABASE
This article is
based on
bibliometric
analysis using
VOSviewer
sofware and
Scopus
Database
STAGE 2
SEARCH
STRATEGY
AND
SELECTON
DOCUMENTS
Search for the
topic
“Generation
Z” and tourism
terms as
keywords in
the Web of
Science
Database
STAGE 3
SOFTWARE
TOOLS AND
DATA
EXTRACTION
•Bibliographic
database (CSV
and Excel)
•VOSviewer
software:
bibliometric
network
analysis and
visualization
(bibliographic
coupling; co-
authorship;
and co-
occurence)
STAGE 4
TREND
ANALYSIS
AND
DESCRIPTION
Analysis of
scientfic
research
structure
regarding
Generation Z
and tourism
topic
Figure 1. Research stages Source: authors’ processing.
4. Results
4.1. Document Type, Subject Categories Overview
To capture a comprehensive range of studies, given the nascent stage of research on
Generation Z, no restrictions were placed on publication years (2018–2024), languages, or
document types. Most of the documents analysed were articles (n = 162: 75.46%), followed
by early-access articles (n = 30: 13.39%), reviews (n = 16: 7.14%), and other types (n = 9:
4.01%).
The top three Web of Science subject categories with the highest proportion of docu-
ments were “Hospitality, Leisure, Sport & Tourism” (n = 77: 33.03%), followed by “Green
& Sustainable Science & Technology; Environmental Sciences; Environmental Studies”
(n = 22: 9.82%) and “Management” (n = 17: 7.59%).
4.2. Most Active Journals
Nonetheless, from Figure 2we can see that the largest number of articles on Generation
Z and tourism are published in the journal Sustainability (n = 22: 9.82%), followed by the
Journal of Tourism Futures (n = 12: 5.36%), Tourism Review (n = 8: 4.46%), International Journal
of Contemporary Hospitality Management, Tourism and Hospitality Management-Croatia, and
Tourism Management Perspectives (n = 5: 2.23%).
4.3. Country Co-Authorship Analysis
Publications analysing Generation Z’s purchasing behaviour originated from 23 differ-
ent countries. According to Figure 3, the People’s Republic of China leads in the number of
papers published on Generation Z and tourism, contributing with 38 papers, which consti-
tute 16.96% of the total. This is followed by the United States with 30 papers (13.39%) and
Spain with 21 papers (9.38%). Within Europe, Spain emerges as a leader with 21 publications
(17.21%), followed by England with 16 publications (13.11%), and Italy with 13 publications
(10.66%), indicating significant research interest in these regions on the topic.

Adm. Sci. 2024,14, 337 6 of 18
Adm. Sci. 2024: 14, x FOR PEER REVIEW 6 of 20
Figure 2. Studies on Generation Z and tourism, by journal. Source: authors’ processing in Excel, using Web of Science indexed articles. Source: authors’ pro-
cessing.
22
12
10
8
555444333333332
0
5
10
15
20
25
Studies on Generation Z and tourism, by journal
Figure 2. Studies on Generation Z and tourism, by journal. Source: authors’ processing in Excel,
using Web of Science indexed articles. Source: authors’ processing.
Adm. Sci. 2024: 14, x FOR PEER REVIEW 7 of 20
4.3. Country Co-Authorship Analysis
Publications analysing Generation Z’s purchasing behaviour originated from 23
different countries. According to Figure 3, the People’s Republic of China leads in the
number of papers published on Generation Z and tourism, contributing with 38 papers,
which constitute 16.96% of the total. This is followed by the United States with 30 papers
(13.39%) and Spain with 21 papers (9.38%). Within Europe, Spain emerges as a leader
with 21 publications (17.21%), followed by England with 16 publications (13.11%), and
Italy with 13 publications (10.66%), indicating significant research interest in these re-
gions on the topic.
Figure 3. A map of the occurrence of studies on Generation Z and tourism experiences, by country.
Source: authors’ processing in VOSviewer, using Web of Science indexed articles. Source: authors’
processing.
4.4. Most Active Contributors in This Field
To identify the leading contributors in the study of Generation Z and their tourism
experiences, publication data were systematically analysed. The analysis focused on
pinpointing the most prolific authors and institutions that are shaping the research
landscape in this field. This highlights individual researchers and also emphasizes the
institutions that serve as hubs of knowledge and innovation. Table 1 presents the top 10
authors, ranked by their total number of publications. These authors are actively con-
tributing to the research on Generation Z and tourism experiences, reflecting their in-
fluence and dedication to advancing knowledge in this domain.
Table 1. Top 10 authors, ranked by their total number of publications.
Authors Record Count
Goh E 5
Hall CM 5
Jiang YY 5
Seyfi S 5
Kamenidou I 4
Okumus F 4
Bara EZ 3
Bollani L 3
Bonadonna A 3
Figure 3. A map of the occurrence of studies on Generation Z and tourism experiences, by coun-
try. Source: authors’ processing in VOSviewer, using Web of Science indexed articles. Source:
authors’ processing.
4.4. Most Active Contributors in This Field
To identify the leading contributors in the study of Generation Z and their tourism
experiences, publication data were systematically analysed. The analysis focused on pin-
pointing the most prolific authors and institutions that are shaping the research landscape
in this field. This highlights individual researchers and also emphasizes the institutions
that serve as hubs of knowledge and innovation. Table 1presents the top 10 authors,
ranked by their total number of publications. These authors are actively contributing to the
research on Generation Z and tourism experiences, reflecting their influence and dedication
to advancing knowledge in this domain.

Adm. Sci. 2024,14, 337 7 of 18
Table 1. Top 10 authors, ranked by their total number of publications.
Authors Record Count
Goh E 5
Hall CM 5
Jiang YY 5
Seyfi S 5
Kamenidou I 4
Okumus F 4
Bara EZ 3
Bollani L 3
Bonadonna A 3
Source: authors’ processing.
The outcomes reveal that Goh E, Hall CM, Jiang YY, and Seyfi S are the most prominent
contributors, each with five publications regarding Generation Z in the context of the
tourism industry. Their work has likely set important precedents for others in the field.
Meanwhile, authors such as Kamenidou I and Okumus F, with four publications each, also
demonstrate significant involvement in research about Generation Z and tourism.
Additionally, Table 2highlights the most active institutions contributing to this re-
search domain. These findings offer a comprehensive view of the key contributors and
centres of excellence in the field.
Table 2. Top 10 active institutions contributing to this research domain of Generation Z and tourism ex-
periences.
Affiliations Record Count
STATE UNIVERSITY SYSTEM OF FLORIDA 12
TAYLOR S UNIVERSITY 8
UNIVERSITY OF CENTRAL FLORIDA 8
UNIVERSITY OF OULU 7
EDITH COWAN UNIVERSITY 6
KYUNG HEE UNIVERSITY 6
MACAU UNIVERSITY OF SCIENCE TECHNOLOGY 6
INTERNATIONAL HELLENIC UNIVERSITY 5
LINNAEUS UNIVERSITY 5
UNIVERSIDAD DE MALAGA 5
Source: authors’ processing.
The State University System of Florida leads the list with 12 publications on Generation
Z and tourism. Other institutions, such as Taylor’s University and the University of
Central Florida, each with 8 publications, also emerge as key contributors. The presence
of institutions from diverse geographical locations—ranging from Finland to Australia—
illustrates the global nature of this research area.
4.5. Trends of Publications and Citations
The annual publication count can serve as an indicator of the developmental state of
the research area within this study. The publication and citation trends related to Generation
Z and tourism are depicted in Figure 4.
Prior to 2018, there is no research published on this theme. There is a steady increase
in the number of publications from 2018 to 2022, starting from under 200 publications in
2018 to approximately 600 in 2022. This indicates a growing interest in the field. In 2023,
there is a significant decrease in the number of publications.
The trend in citations does not follow the same trajectory as the publications. While
the number of publications consistently rises until 2022, the number of citations peaks in
2023, even as the number of publications begins to decline. This might suggest that works
published in earlier years have begun to be cited more frequently. This research analysed

Adm. Sci. 2024,14, 337 8 of 18
the 10 documents with the highest number of citations, the most cited document being “A
workforce to be reckoned with: The emerging pivotal Generation Z hospitality workforce”
(n = 225) (Goh and Lee 2018). The average number of citations for the 10 documents
was 10.83.
Figure 4. Trends of publications and citations on Generation Z and tourism. Source: authors’
processing in Excel, using Web of Science indexed articles.
4.6. Keyword Co-Occurrence Analysis
According to the keyword co-occurrence analysis conducted using VOSviewer (as
shown in Figure 5), keywords such as Generation Z, tourism, millennials, social media,
experience, model, satisfaction, attitudes, perceptions, travel, and impact, which appear
more than 20 times, indicate the main areas of focus in recent research on Generation Z and
tourism. These frequently occurring keywords highlight the central themes and topics of
interest within this field of study.
Adm. Sci. 2024: 14, x FOR PEER REVIEW 9 of 20
Figure 4. Trends of publications and citations on Generation Z and tourism. Source: authors’ pro-
cessing in Excel, using Web of Science indexed articles.
Prior to 2018, there is no research published on this theme. There is a steady increase
in the number of publications from 2018 to 2022, starting from under 200 publications in
2018 to approximately 600 in 2022. This indicates a growing interest in the field. In 2023,
there is a significant decrease in the number of publications.
The trend in citations does not follow the same trajectory as the publications. While
the number of publications consistently rises until 2022, the number of citations peaks in
2023, even as the number of publications begins to decline. This might suggest that works
published in earlier years have begun to be cited more frequently. This research analysed
the 10 documents with the highest number of citations, the most cited document being “A
workforce to be reckoned with: The emerging pivotal Generation Z hospitality work-
force” (n = 225) (Goh and Lee 2018). The average number of citations for the 10 docu-
ments was 10.83.
4.6. Keyword Co-Occurrence Analysis
According to the keyword co-occurrence analysis conducted using VOSviewer (as
shown in Figure 5), keywords such as Generation Z, tourism, millennials, social media,
experience, model, satisfaction, aitudes, perceptions, travel, and impact, which appear
more than 20 times, indicate the main areas of focus in recent research on Generation Z
and tourism. These frequently occurring keywords highlight the central themes and
topics of interest within this field of study.
Additionally, this study performed a consistency analysis on keywords that ap-
peared more than 5 times, totalling 83 distinct terms. In the visual representation, each
node (dot) corresponds to a keyword found in the research articles. The node size gen-
erally reflects the frequency of the keyword’s occurrence across these articles. As de-
picted in Figure 5, the scale of the node is directly proportional to the frequency of key-
word usage; larger nodes signify a higher degree of focus on those terms.
Using VOSviewer, we mapped the most frequently occurring and co-occurring
terms to visually interpret the thematic landscape and connectivity among concepts
within the scholarly discourse on Generation Z and tourism. The visual map generated
by VOSviewer presented in Figure 5 revealed several distinct clusters of research focus.
Each of these clusters represents a nuanced area of interest within the broader field of
tourism research.
Figure 5. A map of the occurrences and links for terms related to Generation Z and tourism. Source:
authors’ processing in VOSviewer, using Web of Sciences indexed articles.

Adm. Sci. 2024,14, 337 9 of 18
Additionally, this study performed a consistency analysis on keywords that appeared
more than 5 times, totalling 83 distinct terms. In the visual representation, each node (dot)
corresponds to a keyword found in the research articles. The node size generally reflects
the frequency of the keyword’s occurrence across these articles. As depicted in Figure 5, the
scale of the node is directly proportional to the frequency of keyword usage; larger nodes
signify a higher degree of focus on those terms.
Using VOSviewer, we mapped the most frequently occurring and co-occurring terms
to visually interpret the thematic landscape and connectivity among concepts within the
scholarly discourse on Generation Z and tourism. The visual map generated by VOSviewer
presented in Figure 5revealed several distinct clusters of research focus. Each of these
clusters represents a nuanced area of interest within the broader field of tourism research.
The clusters (groups of nodes) of different colours signify thematic connections be-
tween keywords, suggesting that these terms frequently appear together in the literature.
Different colours in the visual representation signify distinct clusters, each corresponding
to the specific manner in which the connections are established.
•
Cluster 1—Red Cluster—focuses on the psychological and behavioural dimensions of
tourism studies, particularly examining underlying motives and responses of Genera-
tion Z. It mainly explores “attitudes” (Qiu et al. 2022;Sakdiyakorn et al. 2021;Zaib
Abbasi et al. 2023), “perceptions (Dedeoglu et al. 2023;García-del Junco et al. 2021;
Jiménez-García et al. 2023;Nagaj and Žuromskait
˙
e 2023;Ronˇcák et al. 2021), and
“planned behavior” (Kharuhayothin et al. 2024;Wu et al. 2024). “Coronavirus Disease
2019” (COVID-19) impact on Generation Z’s consumption of tourism products is an
important research focus (Kamenidou et al. 2023;Porut
,iu et al. 2024).
•
Cluster 2—Green Cluster—the main research topic features digital and technologi-
cal interactions, reflecting Generation Z’s engagement with digital platforms. This
includes research on “social media” (Dimitriou and AbouElgheit 2019; Ek Styvén and
Foster 2018;Lee and Lee 2024) and “information technology” (Tsai et al. 2022).
•
Cluster 3—Blue Cluster—is oriented towards experiential and destination-specific
aspects, illustrating how Generation Z interacts with and perceives their travel envi-
ronments. The research mainly studies “experience” (Bogicevic et al. 2024;Chen and
Lin 2024;Genc et al. 2023), “place attachment” (Jiang and Hong 2023;Kamenidou et al.
2023), and “perceived value” (Rodrigues et al. 2024;Shen et al. 2024).
•
Cluster 4—Yellow Cluster—delves into the dissemination and communication aspects
within the tourism field, focusing on how information is shared and consumed. The
most important research topics involve “travel” (Lonˇcari´c et al. 2013;Zhang et al.
2024), “information” (Aras 2023;Machado Carvalho 2024), and “authenticity” (˙
Ilhan
et al. 2022;Iványi and Bíró-Szigeti 2020;Lebrun and Bouchet 2024).
•
Cluster 5—Purple Cluster—includes studies that compare various generational co-
horts within the tourism framework. This includes the comparative discussions of
Generation Z and Millennials (Generation Y) (Ek Styvén and Foster 2018;Giachino
et al. 2021;Szromek et al. 2019;Yeap et al. 2021;Zhang et al. 2024).
The identified clusters—psychological and behavioural dimensions, digital interac-
tions, experiential tourism, communication and information dynamics, and generational
comparisons—form a multifaceted framework that collectively shapes Generation Z’s
tourism behaviours. While distinct, these clusters are interconnected, influencing each
other in nuanced ways (Figure 6).
Generation Z’s tourism behaviours are profoundly influenced by their interaction with
digital platforms, which shape their attitudes, perceptions, and planned behaviours. Social
media serves as both a reflective tool and an amplifying mechanism for their psychological
and behavioural dimensions. Peer recommendations and influencer-generated content
significantly contribute to the formation of their attitudes towards travel destinations and
experiences (Machado Carvalho 2024;Ong et al. 2024;Štimac et al. 2020).

Adm. Sci. 2024,14, 337 10 of 18
Adm. Sci. 2024: 14, x FOR PEER REVIEW 11 of 20
Figure 6. Interconnections between clusters. Source: authors’ processing.
Generation Z’s tourism behaviours are profoundly influenced by their interaction
with digital platforms, which shape their aitudes, perceptions, and planned behaviours.
Social media serves as both a reflective tool and an amplifying mechanism for their psy-
chological and behavioural dimensions. Peer recommendations and influencer-generated
content significantly contribute to the formation of their aitudes towards travel desti-
nations and experiences (Machado Carvalho 2024; Ong et al. 2024; Štimac et al. 2020).
Digital platforms play a critical role in both the promotion and sharing of travel
experiences. They enable Generation Z to discover, document, and share memorable
moments, reinforcing perceived value and fostering emotional connections to destina-
tions (Losada et al. 2022). This emotional satisfaction, coupled with positive perceptions,
strengthens psychological bonds, such as place aachment (Lin et al. 2022), which in turn
influences future travel choices and encourages destination loyalty (Iványi and Bí-
ró-Szigeti 2020; Lončarić et al. 2013).
Moreover, communication dynamics function as a central element bridging the
psychological, digital, and experiential dimensions of tourism. Authentic, well-structured
dissemination of information not only shapes perceptions but also ensures that experi-
ences meet or exceed expectations, thereby enhancing satisfaction and the perceived
value of travel (Wang and Park 2023).
Comparative studies between Generation Z and Millennials underscore the distinc-
tive emphasis that Generation Z places on technological integration and authenticity
within tourism. These generational differences provide a contextual framework for un-
derstanding the unique interactions between the clusters, offering a broader perspective
on the drivers of Generation Z’s tourism behaviours (Fan et al. 2023; Jevtic et al. 2024;
Kim et al. 2024; K. Wang 2024).
5. Discussion
PSYCHOLOGICAL
AND
BEHAVIOURAL
DIMENSIONS
DIGITAL
INTERACTIONS
EXPERIENTIAL
TOURISM
COMMUNICATION
AND
INFORMATION
GENERATIONAL
COMPARISONS
Figure 6. Interconnections between clusters. Source: authors’ processing.
Digital platforms play a critical role in both the promotion and sharing of travel expe-
riences. They enable Generation Z to discover, document, and share memorable moments,
reinforcing perceived value and fostering emotional connections to destinations (Losada
et al. 2022). This emotional satisfaction, coupled with positive perceptions, strengthens
psychological bonds, such as place attachment (Lin et al. 2022), which in turn influences
future travel choices and encourages destination loyalty (Iványi and Bíró-Szigeti 2020;
Lonˇcari´c et al. 2013).
Moreover, communication dynamics function as a central element bridging the psy-
chological, digital, and experiential dimensions of tourism. Authentic, well-structured
dissemination of information not only shapes perceptions but also ensures that experiences
meet or exceed expectations, thereby enhancing satisfaction and the perceived value of
travel (Wang and Park 2023).
Comparative studies between Generation Z and Millennials underscore the distinctive
emphasis that Generation Z places on technological integration and authenticity within
tourism. These generational differences provide a contextual framework for understanding
the unique interactions between the clusters, offering a broader perspective on the drivers
of Generation Z’s tourism behaviours (Fan et al. 2023;Jevti´c et al. 2024;Kim et al. 2024; K.
Wang 2024).
5. Discussion
5.1. Evolution of Research on Generation Z and Tourism
The bibliometric analysis of research on Generation Z and tourism reveals the evolu-
tion of this academic field, highlighting its growth trajectory and thematic diversification.
Since 2018, when publications on this topic began to emerge, the number of studies has
increased steadily, reflecting a growing academic and industry interest in understanding
the travel behaviours and preferences of this generation.

Adm. Sci. 2024,14, 337 11 of 18
The analysis shows that the majority of documents (75.46%) are research articles, with
a smaller proportion consisting of early-access articles, reviews, and other types. The wide
range of publication types demonstrates the ongoing exploration of the various dimensions
of Generation Z’s influence on tourism. In terms of subject categories, “Hospitality, Leisure,
Sport & Tourism” leads the field, followed by studies with an emphasis on sustainability
and environmental concerns. This distribution suggests that research on Generation Z
within tourism is not only focused on traditional tourism behaviours but also incorporates
broader issues like environmental consciousness and sustainability, areas that align well
with Generation Z’s values. The analysis of journal activity shows that Sustainability
is the leading publication outlet for studies on Generation Z and tourism, followed by
other tourism-focused journals like the Journal of Tourism Futures and Tourism Review.
The prominence of sustainability as a theme reflects Generation Z’s increasing emphasis
on ethical and environmentally responsible travel practices. This interest in sustainable
tourism suggests a potential shift in the industry’s future, as businesses must adapt to cater
to the environmentally conscious travel preferences of Generation Z.
The steady rise in publications from 2018 to 2022 highlights the expanding research
interest in this area, with a notable peak in the number of publications in 2022. However,
2023 saw a decrease in new publications, which could indicate a maturation phase in the
research field or possibly a shift in focus towards consolidating and building upon existing
knowledge. Interestingly, the citation trends peaked in 2023, even as the number of new
publications dropped, suggesting that earlier works have gained recognition and are being
referenced more frequently.
The keyword co-occurrence analysis reveals several key research themes. Cluster 1
focuses on attitudes, perceptions, and behavioural responses of Generation Z travellers.
Cluster 2 emphasizes social media and digital interactions, reflecting the generation’s
tech-savvy nature. Cluster 3 explores travel experiences and place attachment, highlighting
how this group engages with destinations. Cluster 4 examines how travel information is
shared and consumed, with a focus on authenticity. Finally, Cluster 5 compares Generation
Z with Millennials, exploring generational differences in travel behaviour. These clusters
showcase the diverse research interests surrounding Generation Z and tourism.
5.2. Content Analysis of Studies on Generation Z and Tourism
This content analysis examines the contributions of authors in the scientific literature
addressing Generation Z’s engagement with tourism. The body of work reviewed is interdis-
ciplinary, combining insights from psychology, technology, and cultural studies to provide a
holistic understanding of this demographic and its influence on the tourism industry.
Considering this cohort’s preferences and motivations, Generation Z travellers pri-
oritize adventure, authenticity, and social interaction in tourism experiences. They seek
cultural immersion, local engagement, and gastronomic exploration, often motivated by
escapism, perceived value, and culinary interests (Xu and Tavitiyaman 2018). Preferences
lean towards seaside and urban destinations, though some favour off-the-beaten-path
locations recommended by locals. Accommodation choices reflect economic pragmatism,
with a preference for campsites, peer-to-peer accommodation (Airbnb, etc.), and stays with
friends or family over luxury resorts (Dimitriou and AbouElgheit 2019).
Studies also identify a hedonistic approach to tourism, characterized by spontaneity,
affordability, and cultural engagement (Chen et al. 2022). Gastronomic experiences such
as farm-to-table dining, food festivals, and cooking classes foster connections with local
communities and support sustainable development (Lebrun and Bouchet 2024). Addition-
ally, Generation Z demonstrates a preference for e-commerce payment systems and staying
connected in real time, enhancing travel planning and experiences (Martínez-González and
Álvarez-Albelo 2021).
Emerging technologies play a pivotal role in shaping Generation Z’s travel preferences,
as highlighted in the studied articles. Kılıçarslan et al. (2024) examine the impact of the
Metaverse on tourism, particularly in areas such as marketing, customer relationship man-

Adm. Sci. 2024,14, 337 12 of 18
agement (CRM), and the management of tourist experiences. This research emphasizes the
strong connection between Generation Z and virtual events, showcasing the transformative
potential of these technologies in redefining travel behaviours. Complementing this, Liu
et al. (2023) focus on the influence of social media marketing, highlighting Generation Z’s
high receptivity to personalized and interactive content. In a similar vein, Xue et al. (2024)
underscore the importance of short video content in shaping travel intentions and fostering
ecological awareness.
Social media platforms are especially influential in driving Generation Z’s tourism
behaviours. Meng and Leung (2021) discuss TikTok’s ability to shape brand perceptions and
travel planning through short-form videos, user-generated content (UGC), and viral trends.
YouTube also emerges as a key platform, serving as a source of detailed travel information
that combines aspirational storytelling with practical insights (Alegro and Turnšek 2020;
Silaban et al. 2022). Across various platforms, electronic word-of-mouth (eWOM) and
UGC provide authentic, relatable perspectives that significantly influence travel decisions
(ˇ
Cui´c Tankovi´c and Vidovi´c 2023;Pop et al. 2022;Tobon and García-Madariaga 2021;Tran
and Rudolf 2022). These studies collectively highlight the critical role of social media and
emerging digital technologies in shaping the travel choices and behaviours of Generation Z.
The COVID-19 pandemic’s effects on travel behaviours is a critical area of study.
Research by Morrone et al. (2024) and Jiménez-García et al. (2023)) explores how Generation
Z’s perceptions of risk and safety measures influence their travel decisions. These studies
highlight the increased importance of flexibility and hygiene in their preferences, reflecting
a shift towards cautious but adaptive travel behaviours.
The interplay between sustainability and Generation Z’s travel decisions is another
key theme. Researchers have established a connection between pro-environmental values
and sustainable travel behaviours, demonstrating Generation Z’s emotional commitment
to responsible tourism (Mandi´c et al. 2024;Pulido-Fernández and López-Sánchez 2016;
Seyfi et al. 2023a). However, economic constraints frequently hinder the practical adoption
of such sustainable practices. Complementing these findings, Seyfi et al. (2023b) and
Nowacki et al. (2023) explore ethical consumerism, highlighting the difficulties Generation
Z encounters in aligning their travel choices with ethical principles and the Sustainable
Development Goals (SDGs).
Despite this cohort’s strong alignment with sustainability, research indicates that sus-
tainable tourism is not yet fully embedded in their travel experiences. While Haddouche
and Salomone (2018) and Cavagnaro et al. (2018) find that Generation Z travellers prioritize
cultural immersion, local community interaction, and environmental protection, they also
note gaps in integrating these values into actual travel practices. This discrepancy is further
evidenced by Georgescu and Herman (2020), who reveal that Generation Z’s sustainable
behaviours are more pronounced at home than when traveling. Even so, the “green image” of
a destination significantly influences their decision-making processes (Nowacki et al. 2023).
5.3. Future of Research Trends on Generation Z and Tourism
Research trends in related fields can be identified by analysing keywords from the past
five years (Li and Hassan 2023). By analysing the keywords related to Generation Z and
tourism over the past five years, this study has identified three promising future research
directions deserving attention. The first direction is concentrated on the use of social
media in tourism by Generation Z. Since 2019, social media has been used as a keyword
in the relevant literature 29 times. Social media marketing communications significantly
influenced Generation Z because they change their attitudes and behaviours according to
the sources they trust, and social media has an important place in their willingness to pay
more (Aras 2023). Academics should deepen research into this theme, particularly exploring
how social media shapes Generation Z’s decision-making and tourism experiences.
In addition, there is another research direction worthy of attention: Generation Z
tourism experiences. “Experience” has appeared 28 times since 2019. It refers to the
importance of leveraging nostalgia and understanding the emotional connection that

Adm. Sci. 2024,14, 337 13 of 18
Generation Z has with tourism products (Chen and Lin 2024). Also, experiential marketing
has the power to transform experiences, increasing demand and inspiring word-of-mouth
sharing (Bogicevic et al. 2024). Research should delve deeper into Generation Z’s tourism
experiences, focusing on how immersive and personalized travel affects their satisfaction
and loyalty. Academics can also explore how digital technologies such as augmented reality
(AR) and virtual reality (VR) enhance these experiences.
A third research direction focuses on Generation Z’s attitudes and perceptions, both
of which have appeared 23 times in studies over the past five years. Exploring Generation
Z’s attitudes and perceptions towards emerging forms of tourism, such as virtual tourism
(Rodrigues et al. 2024) or rural tourism (Poru
t
,
iu et al. 2024), could provide valuable new
insights into the preferences of this generation.
6. Conclusions
While Generation Z’s impact on tourism is increasingly recognized, there remains a
lack of consolidated knowledge that systematically maps the scholarly discourse surround-
ing this demographic. Understanding the nuances of this group’s travel behaviour is crucial
not only for the industry’s future strategies but also for advancing academic research. This
study aims to fill that gap by conducting a bibliometric analysis of the existing literature on
Generation Z and tourism. By utilizing VOSviewer for mapping and visualizing bibliomet-
ric networks, we provide an in-depth exploration of the key themes, research patterns, and
influential contributions within this growing field. The insights drawn from this analysis
offer a foundation for further research and practical applications, addressing the unique
needs and expectations of Generation Z in the context of global tourism.
The reviewed literature highlights the importance of an integrative approach to un-
derstanding Generation Z’s dynamics in tourism. Building upon the thematic mapping,
this study identifies key contributors and seminal works that have significantly advanced
knowledge in the field, addressing RQ1: “Which journals, countries, authors, and insti-
tutions have been most influential in shaping research on Generation Z and tourism?”
This examination of influential contributions highlights the primary drivers of scholarly
discourse and underscores the role of these works in defining and shaping the field. By
mapping intellectual networks and identifying key thought leaders, the study establishes a
robust foundation for future researchers to expand and refine these areas of inquiry.
In response to the second research question (RQ2): “How has the academic focus
on Generation Z and tourism evolved over time?”, this study outlines the progression
of research priorities over the years. This analysis indicates a maturing research field,
transitioning from initial exploratory studies to more nuanced and impactful contributions.
The temporal evolution of publications and citations also reflects the increasing integration
of Generation Z’s unique characteristics—such as their digital engagement, preference
for authenticity, and emphasis on meaningful experiences—into broader tourism studies.
These trends provide valuable insights for researchers and practitioners, signalling areas of
sustained interest and emerging opportunities for future exploration.
By addressing RQ3: “What are the primary thematic clusters within the existing
literature on Generation Z and tourism?”, the study identified the core scholarly themes
in this domain. The thematic clusters include psychological and behavioural dimensions,
digital interactions, experiential tourism, communication and information dynamics, and
generational comparisons. Together, these clusters form a comprehensive framework that
defines and shapes Generation Z’s tourism behaviours, offering a structured overview of
the intellectual landscape in this emerging field.
Further, the study addressed current gaps in the literature by answering RQ4: “What
are the current gaps in Generation Z tourism research?” and RQ5: “How might these
gaps be addressed in future studies?” Key gaps identified included the limited exploration
of intersections between thematic clusters, such as the interplay between psychological
dimensions and digital interactions, as well as the underrepresentation of cultural diversity
in shaping tourism behaviours.

Adm. Sci. 2024,14, 337 14 of 18
Lastly, the study explored the broader implications of the findings by addressing RQ6:
“What insights can a bibliometric analysis provide regarding the relationship between Gen-
eration Z’s unique characteristics and their influence on the tourism industry?” The research
findings offer a cohesive framework of theoretical and practical implications for tourism
stakeholders, including scholars, destination managers, and industry practitioners. These
insights underscore the importance of aligning strategies with the unique characteristics of
Generation Z to enhance their engagement and satisfaction in the tourism sector.
From a theoretical perspective, the study makes significant contributions to the grow-
ing body of literature on Generation Z and tourism by identifying key trends and gaps in
current research. One critical area highlighted is the limited number of longitudinal studies
exploring how Generation Z’s attitudes and behaviours towards tourism evolve over time
(Chen et al. 2023;D’Acunto et al. 2024). To address this gap, future research should adopt
longitudinal methodologies over extended timeframes, offering a deeper understanding of
the temporal changes in Generation Z’s preferences.
From a practical perspective, the study emphasizes several actionable strategies for
tourism stakeholders, aiming to bridge the gap between Generation Z’s expectations and
the services offered. First, digital engagement strategies must be prioritized, as Generation
Z’s tourism behaviours are deeply rooted in their interactions with digital platforms.
Stakeholders should focus on creating interactive content, leveraging social media for brand
visibility, and integrating seamless digital tools to enhance the overall travel experience.
Second, the provision of personalized and immersive travel experiences is essential
for meeting Generation Z’s desire for authenticity and meaningful engagement. Tourism
providers should design experiences that foster cultural immersion, local interactions, and
activities that align with their quest for social connection and adventure.
Third, stakeholders must address Generation Z’s increasing focus on ethical and
environmentally responsible tourism by incorporating eco-friendly practices, ensuring
transparency in sustainability initiatives, and offering opportunities for travellers to par-
ticipate in impactful and responsible travel activities. Such efforts align with this cohort’s
values, fostering loyalty and long-term engagement.
Lastly, the importance of generation-specific marketing is emphasized. Distinct cam-
paigns tailored to the characteristics of different cohorts, such as Millennials and Generation
Z, can yield better results. For Generation Z, marketing efforts should highlight technology-
driven solutions, experiential messaging, and value-based narratives that resonate with
their social and environmental consciousness. Despite its theoretical and practical im-
plications, this study has several limitations that could guide future research. First, the
data analysed are restricted to literature from the Web of Science database. In this context,
the study could be compared to similar bibliometric analyses conducted using different
databases, such as Scopus. Also, the study is limited to English-language publications,
which may introduce bias in the findings. Second, the majority of the literature is focused
on developed countries, with limited representation from emerging markets. Future re-
search could expand by incorporating more diverse data sources and including non-English
literature, such as Chinese publications, given that China has the largest Generation Z
population, to provide more comprehensive insights.
Furthermore, the reliance on bibliometric methods, though effective for mapping
trends and clusters, limits the depth of analysis. Quantitative tools like VOSviewer and
databases such as Web of Science overlook the nuanced insights that qualitative or mixed-
method approaches could provide into Generation Z’s motivations and behaviours. Future
research should incorporate qualitative methodologies, such as content analysis, interviews,
surveys, or mixed-method approaches, to capture the rich, context-specific nuances of
this demographic.
While VOSviewer is useful for visualizing co-occurrence networks, it offers only a
surface-level understanding of research themes. The analysis does not fully explore deeper
intersections or theoretical frameworks, reducing its ability to capture the complexity
of Generation Z’s engagement with tourism. Future studies could employ advanced

Adm. Sci. 2024,14, 337 15 of 18
network analysis techniques or delve into case-specific thematic intersections, such as how
psychological and digital clusters intersect in shaping experiential tourism.
Additionally, the study heavily emphasizes journal articles, which constituted 75.46%
of the analysed documents, while minimally including conference proceedings, policy
papers, and case studies. These alternative sources often cover emerging or applied topics
critical to understanding innovation and practice in tourism. Future research could integrate
diverse document types to capture applied and cutting-edge perspectives, especially from
industry reports or grey literature. Moreover, the thematic clusters identified in the study
provide a static snapshot of research. While these clusters are valuable, they do not
account for the dynamic nature of academic inquiry, where priorities and trends evolve
over time. Establishing a longitudinal framework for monitoring trends could provide
dynamic insights into how Generation Z’s behaviours and preferences evolve in response
to technological and societal changes.
Lastly, the study does not address several emerging trends that are becoming increas-
ingly relevant to Generation Z. Topics such as metaverse tourism, blockchain technology,
and AI-driven personalization are not presented. Future research should focus on these
trends to explore how innovative technologies reshape tourism experiences for this tech-
savvy demographic. Comparative studies on the adoption of these technologies across
generations could also provide valuable insights.
Author Contributions: Conceptualization, I.-S.I., A.I. and A.N.C.; methodology, I.-S.I., A.I. and
A.N.C.; software, I.-S.I.; validation, I.-S.I., A.I., A.N.C. and B.-A.P.; formal analysis, I.-S.I. and A.I.;
investigation, A.N.C.; resources, I.-S.I., A.I. and A.N.C.; data curation, I.-S.I., A.I. and A.N.C.; writing—
original draft preparation, I.-S.I., A.I., A.N.C. and B.-A.P.; writing—review and editing, I.-S.I., A.I.,
A.N.C. and B.-A.P.; visualization, I.-S.I., A.I. and A.N.C.; supervision A.I.; project administration,
I.-S.I.; funding acquisition, A.N.C. All authors have read and agreed to the published version of
the manuscript.
Funding: The APC was funded by Transylvania University of Brasov, Romania.
Informed Consent Statement: Not applicable.
Data Availability Statement: Data are contained within the article.
Conflicts of Interest: The authors declare no conflicts of interest. The funders had no role in the design
of the study; in the collection, analyses, or interpretation of data; in the writing of the manuscript; or
in the decision to publish the results.
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