Complying with digital transformation in online booking through experiential values of generation Z

Abstract

This paper offers insights into experiential values and online accommodation booking in the digital transformation era of the tourism sector in relation to the Greek Generation Z cohort. More specifically, the role of experiential values, attitudes, and involvement as well as their impact on patronage intentions of the Generation Z cohort are investigated. Quantitative research conducted with an online questionnaire yielded a sample of 970 Generation Zers’ responses. Using the Structural Equation Model via the AMOS statistical package, six hypotheses were tested. Results have revealed that the construct of experiential values positively impacts directly on patronage intentions, attitudes towards the e-booking platform, and customer involvement. Additionally, Generation Z members’ attitudes towards the e-booking platform and involvement with the platform impacts patronage intentions. Furthermore, involvement with the e-booking platform has a negative effect on consumers’ attitudes towards the platform. Detailed discussion of results and further implications is also provided.