Generation Z Marketing and Management in Tourism and Hospitality: The Future of the Industry

Chapter 1 - Who are generation Z? By Nikolaos Stylos, Roya Rahimi, Bendegul

Okumus and Sarah Williams

Generation Z or Gen Z, also known by a number of other names, is the demographic cohort after the Millennials. There is little consensus regarding their start and ending birth years. Current chapter will focus on the main demographic characteristic of this cohere along with try give a unique date and age range definition. The chapter will also address the factors that separates Generation Y, X, and Z.

Chapter 2- Digital Natives leading the world: the leadership styles of Generation Z By Rohan Bhalla-Researcher, Pinaz Tiwari-Researcher and Dr. Nimit Chowdhary

The subtle art of leadership is crafted to cater individual's growth in the ever-changing dynamics of the business environment. The technological advancements have made the regime of the business world well ordered. The most vital component, the human resources, still prevail as the most fragile and crucial element of the business organizations. Human touch in the service industry is of utmost importance and thus, dealing with them requires appropriate style of leadership. Generation Z also known as internet generation, is well connected at the global level and has access to the information floating in the world. They are the ones who are socially and technologically advanced and believe in visual displays. They are educated and sophisticated and thus, the old of school of leadership is somehow not applicable on them. Being the young generation, there are few people of Generation Z who are leading by examples especially in Tourism and Hospitality sector. Hereby, we propose to write a chapter keeping in consideration:

- The characteristics of Generation Z

- The characteristics of Generation Z leaders of tourism and hospitality sector by stating some real time stories in form of case let's and thereby drawing the inferences on the leadership style.

- Based on these cases we would be discussing the leadership styles, patterns and changes that have been demonstrated by Generation Z leaders and this will help the readers to understand the attributes of Generation Z.

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