Contemporary Marketing Management for Tourism and Hospitality: How New Tech and Gen Z Drive Sustainable Business Transformation

Hospitality and tourism is the second largest industry in the world and is a driver of job growth and economic prosperity, accounting for 1 in 10 jobs worldwide. As such, the marketing of hospitality and tourism is a fast developing field, influenced by the latest advances in sustainability and social marketing as well as a new generation of consumers.

Gen Z individuals and Gen Alphas are the future employees and consumers of this industry. They do not only shape new consumption patterns, but also bring their values to work life, thus changing the attitudes towards the employee-employer relationship and how work is being done. As Generation Z will represent more than 50% of the workforce worldwide in the next few years, it is of utmost importance to explore their particular behavior in both the working environment, as well as their consumption patterns.

As such, this contributed volume brings a focus on the contemporary marketing (and management) aspect of thetourism and hospitality industry as this is/will be shaped by Smart / Industry 4.0 apps, priority over sustainable futures, and Gen Z and Alpha individuals’ aspirations, expectations, preferences and behaviors. The latest technological advancements and the challenges associated to a sustainable planet will be decisive factors in tourism and hospitality marketing. The authors offer insights into numerous aspects into the hospitality and tourism industry, making it an invaluable reference point for contemporary tourism and hospitality marketing research.

Nikolaos Stylos is Postgraduate Research Director and Senior Lecturer/Associate Professor of Marketing, University of Bristol. He is also an Honorary Professor of Hotel Management at Tainan University of Technology, Taiwan. Nikolaos has published in leading academic journals, e.g. Tourism Management, Journal of Travel Research, and Psychology & Marketing. Dr Stylos served as professional management consultant for a decade.

Roya Rahimi is Reader in Marketing and Leisure Management, University of Wolverhampton. Her research has been published in top-tier journals, e.g. Annals of Tourism Research, and International Journal of Contemporary Hospitality Management. Dr Rahimi sits on the editorial board of leading academic journals, and her industry experience includes seven years working in the hotel industry.

Peter Robinson is Head of the Centre for Tourism and Hospitality Management at Leeds Beckett University. He is author of several books and peer-reviewed journals and has appeared on a number of television and radio programmes discussing the tourism industry. Peter has owned businesses in the travel, ICT, waste management and publishing sectors, and has delivered consultancy work for organisations in a wide range of sectors across the world. In 2021 Peter was Awarded the Victor Middleton Prize for Education and Scholarship by the Association for Tourism in Higher Education (ATHE). Peter is a Fellow of the Tourism Management Institute and the Yorkshire and Humber representative, a Fellow of the Tourism Society, a Fellow of the Institute of Travel and Tourism, and a Principal Fellow of the Higher Education Academy. He is Co-Chair of The Association for Tourism in Higher Education (ATHE), a Director of The Institute of Travel and Tourism and he represents ATHE on the Tourism Society Board.