ADAPTING TRAVEL BUSINESS STRATEGIES FOR GEN Z: THE ROLE OF CROSS-BORDER PARTNERSHIPS AND TECHNOLOGY INTEGRATION
DOI:
https://doi.org/10.24843/MATRIK:JMBK.2025.v19.i02.p01Keywords:
gen z, travel companies, business strategies, cross-border partnership, technology integrationAbstract
This study explores the role of cross-border cooperation in attracting Generation Z travelers, particularly in Indonesia. With the rise of online travel agencies (OTAs) and direct service distribution by airlines and hotels, the travel industry has been reshaped by digital platforms. However, there is a gap in understanding how these collaborations meet the specific preferences of Gen Z as the potential market. The study investigates how selection factors, technology integration, and customer trust influence Gen Z’s booking intentions. A mixed-methods approach was used, combining a stratified random sampling survey and semi-structured interviews with industry professionals involved in cross-border travel partnerships. The quantitative data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings indicate that personalized experiences, trust in brands, and seamless technology integration significantly impact Gen Z's booking decisions. This research offers insights for travel companies looking to enhance engagement with this key demographic.
References
Ahmad, A., & Nesamani, T. (2020). The preferences of potential tourists in utilizing travel agencies and travel application. International Journal of Scientific and Technology Research, 9(3).
Agustina, N. K. W., & Astari, M. D. Y. (2022). Generation Z Travel Behaviour and Changes in Travel MicroTrends. ASEAN Journal on Hospitality and Tourism, 20(3), 65-76. https://doi.org/10.5614/ajht.2022.20.3.05
Arlou, S. (2022). International Tourism And Recreation Development Trends In 2022: New Tourism Trends. Journal of Pharmaceutical Negative Results, 13.
Castañer, X., & Oliveira, N. (2020). Collaboration, Coordination, and Cooperation Among Organizations: Establishing the Distinctive Meanings of These Terms Through a Systematic Literature Review. Journal of Management, 46(6). https://doi.org/10.1177/0149206320901565
Chan, K. M. A., Boyd, D. R., Gould, R. K., Jetzkowitz, J., Liu, J., Muraca, B., Naidoo, R., Olmsted, P., Satterfield, T., Selomane, O., Singh, G. G., Sumaila, R., Ngo, H. T., Boedhihartono, A. K., Agard, J., de Aguiar, A. P. D., Armenteras, D., Balint, L., Barrington-Leigh, C., … Brondízio, E. S. (2020). Levers and leverage points for pathways to sustainability. People and Nature, 2(3). https://doi.org/10.1002/pan3.10124
Chen, X., Li, T., & Yuan, Q. (2023). Impacts of built environment on travel behaviors of Generation Z: a longitudinal perspective. Transportation, 50(2). https://doi.org/10.1007/s11116-021-10249-6
Ekins, P., & Zenghelis, D. (2021). The costs and benefits of environmental sustainability. Sustainability Science, 16(3). https://doi.org/10.1007/s11625-021-00910-5
El-Ebiary, Y. A. B., Ghanem, W. A. H. M., Saany, S. I. A., Rose, A. N. M., Jusoh, J. A., & Yusoff, M. H. (2022). The Influence of E-Commerce in Encouraging the Tourism Industry in Malaysia. Lecture Notes in Networks and Systems, 299. https://doi.org/10.1007/978-3-030-82616-1_33
Ferreira, J., Coelho, A., & Moutinho, L. (2020). The influence of strategic alliances on innovation and new product development through the effect of exploration and exploitation. Management Decision, 59(3).
Garcia, G. M., Dos Anjos, S. J. G., & Doğan, S. (2022). Online travel agencies and their role in the tourism industry. Advances in Hospitality and Tourism Research, 10(3). https://doi.org/10.30519/ahtr.865546
Giannoukou, I. (2024). Revolutionizing Hospitality: Strategic Integration of Innovation Management Embracing Technological Innovation for Enhanced Customer Experiences. Technium Business and Management, 7. https://doi.org/10.47577/business.v7i.10585
Hair, J. F., Jr., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2021). A primer on partial least squares structural equations modeling (PLS-SEM). Sage Publications. Journal of Tourism Research, 6(2).
Hiezl, K., & Gyurácz-Németh, P. (2020). Service Through Personal Encounters or Technology; the Preferences and Privacy Concerns of Generation Z. Euro-Asia Tourism Studies Journal. https://doi.org/10.58345/ymli5265
Hudson, D. S. (2020). The future of travel. In COVID-19 and Travel. https://doi.org/10.23912/9781911635703-4425
Hunter, R. F., Cleland, C., Cleary, A., Droomers, M., Wheeler, B. W., Sinnett, D., Nieuwenhuijsen, M. J., & Braubach, M. (2019). Environmental, health, wellbeing, social and equity effects of urban green space interventions: A meta-narrative evidence synthesis. In Environment International (Vol. 130). https://doi.org/10.1016/j.envint.2019.104923
Irfan, E., & Sukirno, Z. L. (2019). Teknologi Komunikasi Informasi dan Deskonstruksi Tren Perjalanan Wisata. Journal of Tourism and Creativity, 3(2).
Jerab, D. A., & Mabrouk, T. (2023). Strategic Excellence: Achieving Competitive Advantage through Differentiation Strategies. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.4575042
Jin, Q., Hu, H., Su, X., & Morrison, A. M. (2021). The influence of the characteristics of online itinerary on purchasing behavior. Land, 10(9). https://doi.org/10.3390/land10090936
John W. Creswell, C. N. P. (2019). Qualitative Inquiry and Research Design: Choosing Among Five Approaches - John W. Creswell, Cheryl N. Poth - Google Books. In SAGE Publications.
Kim, Y. J., & Kim, H. S. (2022). The Impact of Hotel Customer Experience on Customer Satisfaction through Online Reviews. Sustainability (Switzerland), 14(2). https://doi.org/10.3390/su14020848
Kormakova, I., Kruhlyanko, A., Peniuk, V., Ursakii, Y., & Verstiak, O. (2023). Actual Strategies for Businesses Penetrating Foreign Markets in the Modern Economy: Globalisation Aspect. International Journal of Professional Business Review, 8(5). https://doi.org/10.26668/businessreview/2023.v8i5.2148
Kumar, J. , Subramaniam. T. , & Supina. S. (2023). Review of Issues and Challenges Faced by Tourism Stakeholders in Malaysia Due to the COVID-19 Pandemic. E-Review of Tourism Research, 20(1), 202–234.
Kvasnová, D., Gajdošík, T., & Maráková, V. (2019). Are partnerships enhancing tourism destination competitiveness? Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, 67(3). https://doi.org/10.11118/actaun201906730811
Lattu, A., Maulana, A., & Putra, B. R. (2023). New Brand Ride-Hailing Apps Continuance Intention of Gen Z: the Role of Personal Innovativeness in Information Technology. Matrik : Jurnal Manajemen, Strategi Bisnis Dan Kewirausahaan. https://doi.org/10.24843/matrik:jmbk.2023.v17.i01.p02
Liu, X., Mehraliyev, F., Liu, C., & Schuckert, M. (2020). The roles of social media in tourists’ choices of travel components. Tourist Studies, 20(1). https://doi.org/10.1177/1468797619873107
Lopez, E. N., & Abadiano, M. (2023). Understanding Generation Z,The New Generation of Learners: A Technological-Motivational-Learning Theory. Journal of Harbin Engineering University, 44(10).
Marta, R. F., Supina, S., Rashid, S. M., Karolina, C. M., & Naseer, M. (2022). Distinctive collectivist identity on digital ads: hari raya and lebaran 2021. Interaksi: Jurnal Ilmu Komunikasi, 11(2). https://doi.org/10.14710/interaksi.11.2.143-155
Nekmahmud, Md., Ramkissoon, H., & Fekete-Farkas, M. (2022). Green purchase and sustainable consumption: A comparative study between European and non-European tourists. Tourism Management Perspectives, 43, 100980. https://doi.org/10.1016/j.tmp.2022.100980
Noor, A., Novianti, S., Suryana, M., Amalia, S., & Octaviany, V. (2020). Changes in Strategies at Small and Medium-sized Travel Agencies. https://doi.org/10.2991/aebmr.k.200606.042
Octaviani, R. D., Sucherly, Prabowo, H., & Sari, D. (2023). Determinants of Indonesian Gen Z’s purchase behavior on online travel platforms: Extending UTAUT model. Innovative Marketing, 19(4). https://doi.org/10.21511/im.19(4).2023.05
Oriade, A., & Cameron, H. (2017). Logistics and supply chain management in travel operations. In Operations management in the travel industry. https://doi.org/10.1079/9781780646107.0001
Osei, V., & Asante-Darko, D. (2023). Collaboration Within the Supply Chain. In The Palgrave Handbook of Supply Chain Management. https://doi.org/10.1007/978-3-030-89822-9_56-1
Osei, V., & Asante-Darko, D. (2024). Collaboration within the supply chain. In The Palgrave Handbook of Supply Chain Management. https://doi.org/10.1007/978-3-031-19884-7_56
Pinto, I., & Castro, C. (2019). Online travel agencies: factors influencing tourists’ purchase decisions. Tourism and Management Studies, 15(2). https://doi.org/10.18089/tms.2019.150201
Popşa, R. E. (2024). Exploring the generation Z travel trends and behavior. Studies in Business and Economics, 19(1), 189–189. https://doi.org/10.2478/sbe-2024-0010
Putra, A., Pinardi, R. R., & Simamora, G. M. (2024). Analyzing Alibaba: Unveiling the Strategies, Business Ethics, and Global Market Expansion. International Journal of Research and Review, 11(1). https://doi.org/10.52403/ijrr.20240164
Ruggieri, R., Savastano, M., Scalingi, A., Bala, D., & D’Ascenzo, F. (2018). The impact of Digital Platforms on Business Models: An empirical investigation on innovative start-ups. Management and Marketing, 13(4). https://doi.org/10.2478/mmcks-2018-0032
Singh, D., Katoch, R., & Singh, P. (2022). Social Media Marketing and Gen Z: A Study of Brand Attitude, Self-Brand Connection and Purchase Intention. IUP Journal of Marketing Management, 21(3).
Singh, S. K., & Kathuria, L. M. (2019). Factors influencing e-word-of-mouth adoption among consumers availing travel services. International Journal of Tourism Policy, 9(2). https://doi.org/10.1504/IJTP.2019.102652
Slivar, I., Aleric, D., & Dolenec, S. (2019). Leisure travel behavior of generation Y & Z at the destination and post-purchase. E-Journal of Tourism. https://doi.org/10.24922/eot.v6i2.53470
Supina, S., & Lautama, S. S. (2024). Optimising the fear of missing out phenomenon as a framework to boost musical concert sales. International Journal of Applied Sciences in Tourism and Events, 8(1), 55-63.
Supina, S., & Singh, A. (2024). Exploring the Presence and Adoption of Quality of Work-Life Dimensions in the Hotel Industry. African Journal of Hospitality, Tourism and Leisure, 13(2), 421-429.
Suwitho, S., Mustika, H., & Pradhani, F. A. (2023). Impact of Tourist Satisfaction Attributes on Behaviour of Sharing Tourism Experiece on Social Media. Matrik : Jurnal Manajemen, Strategi Bisnis Dan Kewirausahaan. https://doi.org/10.24843/matrik:jmbk.2023.v17.i02.p05
Talwar, S., Dhir, A., Kaur, P., & Mäntymäki, M. (2020). Why do people purchase from online travel agencies (OTAs)? A consumption values perspective. International Journal of Hospitality Management, 88. https://doi.org/10.1016/j.ijhm.2020.102534
Tham, A., Mair, J., & Croy, G. (2020). Social media influence on tourists’ destination choice: importance of context. Tourism Recreation Research, 45(2), 1–15. https://doi.org/10.1080/02508281.2019.1700655
Vancia, A. P. P., & Băltescu, C. A. (2022). Travel trends during the COVID-19 pandemic: a view of online travel agencies. Proceedings of the International Conference on Business Excellence, 16(1). https://doi.org/10.2478/picbe-2022-0085
Wijaya, D. H., & Eppang, B. M. (2021). The Effect of Technology Development, Leadership Style and Organization Culture on Employee Performance. Matrik : Jurnal Manajemen, Strategi Bisnis Dan Kewirausahaan. https://doi.org/10.24843/matrik:jmbk.2021.v15.i02.p04
Wilson, B. (2019). Book Review: Marketing to Gen Z: The Rules for Reaching This Vast and Very Different Generation of Influencers. Journal of Macromarketing, 39(2). https://doi.org/10.1177/027614671983015
Downloads
Published
Issue
Section
License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
