Gen Z is regarded as the world’s largest consumer market. The growth and behaviour of this economically significant market will have enormous implications for the future development of the tourism industry and destinations and its long-term sustainability. Characterised as being the first generation to grow up with the Internet and sometimes even referred to as the i-Generation, Gen Z is broadly regarded as having an avid interest in travel but seeks to do so in a way that is socially and environmentally conscious, mobile connected, and grounded in authentic local experiences. Logically structured and featuring contributions from a plethora of experts on the topic, this volume provides a critical examination of Gen Z consumer and travel behaviour in a comparative international context and its implications for the tourism, hospitality, and events industries. Embellished with illustrative figures and tables throughout, this book will be of pivotal interest not only to policy makers, destination management and marketing organisations (DMOs), and students of tourism, hospitality, sustainable consumption, and consumer culture, but also to those who seek to cater to this key market.

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• Economics and Business - Social Sciences