In the financial year 2018-2019, tourism contributed $60.8 billion dollars to Australias GDP (Tourism Research Australia, 2020). Generation Z and students in particular tend to travel in their spare time in between work or study obligations and often venture significant distances to preferred destinations. Generation Z is likely to represent a significant emerging tourism market as they tend to be better educated than previous generations (Spiro, 2006) and will tend to have higher levels of disposable income for leisure and travel pursuits throughout their working lives. Understanding Generation Zs attitudes and preferences for different types of tourism experiences, as well as their beliefs and feelings about environmental sustainability, will assist with developing tourism experiences that will appeal to these consumers, and also with tailoring marketing campaigns designed to communicate the benefits of these experiences to relevant target markets.

task is to use the tourism data file/s provided and prepare a written research report presenting the results of your analysis and interpretation of the data

As part of this project, it is required to prepare appropriate background research via a literature review for a feasible market research problem that is relevant to the data file given. This part of the task will mean that you have to examine the survey instrument (questionnaire) and the type of data collected, and then do some research on tourism attitudes and preferences among male and female Generation Z tourists.

My to Do sections include:

- 2.0 Literature Review: Brief literature review, including appropriate evidence and arguments to effectively support your research objectives and hypotheses

- Write 1-2 paragraphs of the literature review followed by the research objective and hypotheses.

RO1:

To identify which tourism based activities are preferred between males and females of Gen Z

Hypothesis 1

• Males favour the importance of night life activities over nature based activities, i.e. sun and surf
  • Nightlife = 5.78
  • Gambling = 2.73
  • Sun & Surf = 5.60

Hypothesis 2

• Females favour the importance of nature photography over sun and surf based activities
  • Sun & Surf = 5.70
  • Photography = 4.28

Methodology Section:

Overview of the survey research methodology, sampling method, data collection, and demographic profile of the participants

There are a few issues to be covered in the Method section. write briefly about the Method section regarding the research procedure and sampling process for the survey data collection.

3.1 Survey research and data collection:

Write one paragraph stating the use of the survey research methodology and describe the data collection method, including convenience sampling and the recruitment of research participants