Generation Z's Media Use and Preferences as a Foundation for a Destination Media Planning Process

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Author(s): Andrijana Kos Kavran (Polytechnic of Medjimurje in Cakovec, Croatia)and Daniel Herman (Polytechnic of Medjimurje in Cakovec, Croatia)
Copyright: 2021
Pages: 30
Source title: Handbook of Research on IoT, Digital Transformation, and the Future of Global Marketing
Source Author(s)/Editor(s): Hatem El-Gohary (College of Business and Economics, Qatar University, Qatar), David Edwards (Birmingham City University, UK)and Mohamed Slim Ben Mimoun (Qatar University, Qatar)
DOI: 10.4018/978-1-7998-7192-7.ch016

Keywords: Business Science Reference / Knowledge Management and Library Science / Marketing / Technology Adoption & Evolution

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Abstract

The purpose of this chapter is to explore the media use and preferences of Generation Z as a foundation for destination media planning. This chapter used a quantitative method with a questionnaire used as primary data source with a sample of 299 respondents. Data were analysed using descriptive statistic method. The results showed that the majority of Generation Z uses and prefers online media while at the same time offline media shouldn't be ignored. This chapter provides recommendations for the destination marketing organizations (DMOs) and media planners to better understand the media habits of Generation Z to use them as a valuable input for destination media planning.

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Generation Z's Media Use and Preferences as a Foundation for a Destination Media Planning Process

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