Generation Z travellers’ media-induced work holidays in tourism

Abstract

Given the pressing labour shortage in the tourism and hospitality sector, the strategic involvement of working holiday makers has become essential in effectively addressing and filling employment vacancies. However, a significant research gap exists in cross-disciplinary investigations focusing on the psychological processes of Generation Z travellers partaking in the working holiday maker program, particularly in the realm of popular media-induced tourism. To address this gap, this study proposes and validates a framework utilising transportation theory, aiming to examine the interplay between Generation Z travellers’ motivations for participating in working holiday tourism, their involvement with reality shows, and resulting behavioural intentions. By conducting an online survey, this research seeks to deepen our understanding of Generation Z's travel motivations and offer valuable insights to both tourism businesses and government agencies, facilitating the effective promotion of the working holiday program. Further, this study's exploration of reality show involvement produces useful findings on the effective utilisation of media engagement to enhance positive behavioural intentions among Generation Z travellers.