Tourism marketing strategies to connect with Generation Z: A Systematic Review (Original).
Keywords:
marketing; tourism marketing; Generation Z; technologies; effective strategiesAbstract
In the context of tourism marketing, connecting with Generation Z requires an innovative approach tailored to their unique preferences and behaviors. This article aims to systematically review the tourism marketing strategies that have been proven effective in connecting with Generation Z, an emerging and crucial market segment for the tourism industry. A systematic bibliographic review was used through an exhaustive search in academic databases such as Scopus and Google Scholar, following the PRISMA methodology. Studies published between 2019 and 2024 that addressed tourism marketing aimed at Generation Z were included. The inclusion and exclusion criteria were clearly defined, and the selected studies were evaluated for their quality and relevance. The results identified several effective strategies to attract the generation under study, including the use of social networks, user-generated content, influencer marketing and immersive technology. These strategies highlight the importance of authenticity, personalization and interactivity in tourism marketing campaigns. It is concluded that tourism marketing strategies aimed at Generation Z must focus on authenticity, technology and personalization to be effective. The findings of this review can guide marketers in creating more relevant and engaging campaigns for this demographic.
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