Yeni Tüketiciler Arasındaki Kuşak Z’nin Tatil Tercihleri: Üniversite Öğrencileri Örneği
Holiday/Vacation Preferences of the Generation Z among New Consumers: Sample of University Students

Summary/Abstract: The behavior patterns of generations have different characteristics depending on the technical, cultural and economic events of the period. Accordingly, it arises a new opportunity for a different market segment for producers. Even so, it is understood that there is a limited number of studies on Generation Z, which is among the new tourist consumers of today. In this direction, the aim of this study is to determine the preferences of the Z Generation for holiday. In this context, quantitative research method is based on. A total of 225 participant data were analyzed within the scope of the sample. According to the results of the study, it was understood that the participants in generation Z preferred 4-6 days as holiday duration, the type of tourism is the coastal tourism, accommodation establishment is the hotel, food and beverage establishment is the café-restaurant, and transportation way is the highway, and also they have tendencies to go to entertainment/recreation establishments. Based on these results, enterprises such as hotels, cafes, restaurants and entertainment enterprises should carry out researches, in order to meet the interests and expectations of this generation in the coastal tourism destinations which are usually preferred by the Z Generation. It can be stated that the research will fill the gap in the literature by revealing its preferences for meeting the needs of Z Generation and so shedding light on the researchers and practitioners. On the other hand, Gen Z mostly tends to go on holiday with their family and make plans before going on holiday, also, they tend not to pay the holiday fee themselves. According to the result of cluster analysis, a total of three clusters emerged. Among the variables, the most important variable is the preference of the person to go on holiday and the least important variable is the preference for benefiting from the souvenir enterprises. Travel agencies and tour operators can carry out marketing studies considering this information.

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