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Para onde ir, onde ficar e o que fazer? Como decidem os turistas da geração Z
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Advisor(s)
Abstract(s)
Com demandas específicas e ocupando cada vez mais espaço no mercado turístico, a Geração Z constitui um público com imenso potencial, mas ainda pouco analisado pela ótica do setor. A presente dissertação tem como objetivo entender o perfil dessa geração no contexto do turismo, principalmente no que envolve suas decisões de para onde viajar, como escolher o alojamento e que atividades realizar no destino.
A revisão de literatura se desenvolve na busca por conhecer as características gerais dessa geração, seus comportamentos e expectativas enquanto consumidores, até entender como atuam no âmbito do turismo. Além disso, através da recolha de dados primários foi possível fazermos uma análise comparativa entre as respostas de 1002 jovens da Geração Z residentes em Portugal e no Brasil para investigar se há similaridades entre a mesma geração dos dois países.
A pesquisa bibliográfica aliada ao estudo empírico nos permitiu evidenciar traços marcantes dessa geração, bem como concluir que apesar de existirem diferenças resultantes do contexto de cada país, há padrões comportamentais que ultrapassam as barreiras geográficas e marcam o perfil desses jovens turistas.
With specific demands and increasing participation in the tourist market, the Z Generation is a group with enormous potential, but still not deeply investigated from the perspective of the tourism sector. This dissertation has the main goal to understand the touristic profile of this generation, particularly in regards to its decisions about where to travel, where to stay and which activities to do at the destination. The literature review aims to investigate the general characteristics of this generation, its behavior and expectations as consumers, and to understand how it acts in the tourism perspective. In addition, through the gathering of primary data it was possible to conduct a comparative analysis among the answers of 1002 members of Generation Z currently living in Portugal and Brazil to determine if there are similarities within the same generation in both countries. The bibliographic research combined with the empirical study allowed to perceive the defining features of this generation, as well as to conclude that although there are differences resulting from the context of each country, there are behavioral patterns that go beyond geographical boarders and characterize the profile of these young tourists.
With specific demands and increasing participation in the tourist market, the Z Generation is a group with enormous potential, but still not deeply investigated from the perspective of the tourism sector. This dissertation has the main goal to understand the touristic profile of this generation, particularly in regards to its decisions about where to travel, where to stay and which activities to do at the destination. The literature review aims to investigate the general characteristics of this generation, its behavior and expectations as consumers, and to understand how it acts in the tourism perspective. In addition, through the gathering of primary data it was possible to conduct a comparative analysis among the answers of 1002 members of Generation Z currently living in Portugal and Brazil to determine if there are similarities within the same generation in both countries. The bibliographic research combined with the empirical study allowed to perceive the defining features of this generation, as well as to conclude that although there are differences resulting from the context of each country, there are behavioral patterns that go beyond geographical boarders and characterize the profile of these young tourists.
Description
Keywords
Segmentação geracional Geração Z Comportamento turístico Escolha do destino Escolha da hospedagem Atividades no destino