Travelling of Generation Z – Theoretical Shift In Tourism and the Need For Strategic Adaptation

Abstract

The aim of this review paper is to critically analyze and compare traditional and emerging theoretical approaches to the travel behavior of Generation Z as the most recent tourist segment. The analysis will focus on five key domains: motivation, accommodation, marketing communication, values (sustainability), and technological integration. The comparative framework highlights the gap between the product-oriented model (e.g., standardized hotels, mass advertising) and the demand for experiential, ethical, and digitally seamless offerings. The synthesis of findings will result in a proposal for transforming CR from a 'product seller' to an 'experience curator'. This new role requires the implementation of a model based on the experience economy and connectivity (eWOM), which effectively targets the search for authenticity and social validation among young travelers (D'Acunto et al. (2025). The study identifies key directions for future research and recommendations for practice to address this dominant and formative group of travelers.