Identify Which Tourism Based Activities are Preferred Between Males and Females of Gen Z - Tourism Assignment Help

Assignment Task

1.0 Introduction
This report seeks to determine whether eco-tourism and sustainability affect the choices Generation Z make in relation to tourism. Australian tourism has seen overall losses of $33.7 billion for January to June 2020, according to an early release summary on international tourism results by Tourism Research Australia largely due to the coronavirus pandemic beginning in early 2020. Of this, $12 billion (53 per cent) has been lost on international tourism, and $21.7 billion on domestic tourism. In the June quarter, fewer than 10,000 international visitors arrived in Australia, compared with 1.9 million during the same period in 2019. In the tourism and travel industry, Generation Z is widely considered as being a cohort that contributes a significant amount. This is evident as they offer new opportunities for the tourism sector, particularly being highly committed to both social and environmental issues.

2.0 Literature Review
2.1 Research Objective (RO1)
To identify which tourism based activities are preferred between males and females of Gen Z
Hypothesis 1
Males favour the importance of night life activities over nature based activities, i.e. sun and surf
Nightlife = 5.78
Gambling = 2.73
Sun & Surf = 5.60

Question 1
Hypothesis 2
Females favour the importance of nature photography over sun and surf based activities
Sun & Surf = 5.70
Photography = 4.28

Question 1
Generation Z place importance on photography- using instagram etc


2.2 Research Objective (RO2)- LARA
Past research explores the relationship between sustainability and travel preferences. Robinson (2019) found that an increase in social trends concerning ‘sustainability’ and ‘eco-tourism’ is on the rise, particularly among Generation Z. Booking.com (2019), one of the world’s largest digital travel companies, identified that Gen Z is one of the most socially and environmentally aware generations, indicating their increased mindfulness regarding sustainable travel. With these increased social trends, Gen Z has become more aware about the impacts of travel on the environment and are hence more willing to modify their behaviour (Sharpley, 2006). Though social trends surrounding ecotourism have seen to increase in importance for many individuals (Robinson, 2019), Hurri (2020) suggests that when it comes down to it, individuals are not actually factoring it into their final travel plans. Pulido-Fernández and López-Sanchez (2016) proposes that this lack of commitment to making sustainable tourism choices is largely due to the higher costs involved. Looking at gender influencing eco-travel preferences, Cavagnaro (2015) states that females play a dominant role as sustainable tourists, holding many eco-friendly values. Though there is evidence regarding if gender influences sustainable travel experiences, it is minimal, making it clear that further research needs to be conducted, thus being the aim of hypothesis 3.

Research Objective 2 (RO2)
To determine if ecotourism and sustainability plays an influential factor in choosing Gen Z’s tourism experiences i.e products, food & venues.
Hypothesis 3
Females are more willing to use tourism service providers that adopt a green accreditation than males. (Q3)
What we can talk about:
Marketing sustainability is more tailored to females
Females make more of the holiday decisions
T-test
IV (Male & Female) = categorical
DV (green accreditation) = Numerical

Hypothesis 4
The more money Gen Z is asked to contribute to ecotourism (Q2d/e), the less likely males purchase these tourism packages.
What we can talk about:
In theory social trends suggest people to be more involved in making sustainable choices but due to price people are actually less likely to participate/purchase
When a activity/product has an option of paying more for sustainability people often say no, whereas if it is automatically included they are likely to just accept price

2.3 Research objective (RO3) -EVIE
Generation Z live in a globalised world with enhanced tourism options (Akadiri, Lasisi, Uzuner, & Akadiri, 2020). There has been a growing shift in the last few decades from mass tourism to awareness tourism, which largely encapsulates ecotourism (Thuy & Thao, 2019). Key academic literature seeks to answer whether this is simply a trend or whether this will continue with younger generations, who will become Lifestyles of Health and Sustainability (LOHAS) travellers (Wee, 2019). Generation Z has been described as difficult to retain by Haddouche and Salomone (2018) due to their varying interests and motivations for travel. Travelling gives them an opportunity to escape stressful city life and explore sustainable lifestyles in rural communities (Kato, 2019). Younger people are also more likely to participate in nature-based activities due to their childhood participation in outdoor recreational activities (Lovelock, Walters, Jellum, & Carr 2016). In one study by Ivanova, Flores-Zamora, Khelladi, & Ivanaj (2019), it was found that the younger generation has increased concerns and awareness for sustainable practices due to higher education and the socio-political environment they live in.
Khanh and Phong (2020) define ecotourism attitude as opting to choose an ecological site when travelling for appreciative, participatory and sensitivity reasons. People who show an awareness and interest towards environmental concerns are more likely to participate in ecotourism (Khanh & Phong, 2020). Gender is also an important factor in environmental consciousness levels. Sevencan, Yavuz and Vaizoglu (2016) found that female students had higher levels of environmental consciousness than their males counterparts. It can be deduced from this research that Generation Z become more interested in sustainable and nature-based tourism options, particularly for females, as their awareness of environmental issues grows. The objective of this research is therefore to determine to what extent environmental consciousness and gender plays a role in Generation Z tourism choices.

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