Original scientific paper
Motivational Factors of Generation Z for Attending the Conferences: Business or Pleasure – why not Bleasure?
Jure Bulović
orcid.org/0009-0004-0395-7868
; University of Rijeka, Faculty of Tourism and Hospitality Management, Primorska 46, 51414 Ika, Croatia
Katarina Bosanac
orcid.org/0009-0003-9135-1462
; University of Rijeka, Faculty of Tourism and Hospitality Management, Primorska 46, 51414 Ika, Croatia
Jelena Marjanović
orcid.org/0009-0000-3132-3396
; University of Novi Sad, Faculty of Sciences, Trg Dositeja Obradovića 3, 21102 Novi Sad, Serbia
Daniela Gračan
; University of Rijeka, Faculty of Tourism and Hospitality Management, Primorska 46, 51414 Ika, Croatia
Marina Barkiđija Sotošek
orcid.org/0000-0003-2642-3960
; University of Rijeka, Faculty of Tourism and Hospitality Management, Primorska 46, 51414 Ika, Croatia
Abstract
Student conferences are a significant segment of student life, providing additional education and
professional development. They contribute to the increasingly necessary networking, dissemination
of ideas, knowledge, skills and competencies. An important consideration in organizing student
conferences to attract participants is to explore participants’ motivations for attending conferences. As
student conferences are becoming increasingly important, this paper explores Generation Z’s motives
for attending student conferences. The aim of this paper is to investigate or determine Generation
Z’s motives for attending student conferences. To this end, the following hypotheses indicate that
destination and conference program represent significant motivational factors for Generation Z
to attend student conferences. The research was conducted with Generation Z students in Croatia
and surrounding countries, with a sample of 206 respondents. The research results confirm this, as
Generation Z emphasizes the program and content of the conference as the most important motives for
attending conferences (although the student conference program differs from the program of scientific
and professional conferences), as well as the attractiveness of the destination. The specificity of this
generation lies in the fact that they are technologically literate and strive for new experiences, for
something they cannot find on YouTube. The contribution of this paper is that it helps conference
organizers to adapt to Generation Z, as it offers them some new insights into Generation Z’s motivating
factors for attending conferences.
Keywords
conferences, generation groups, generation Z, motives, tourist destination
Hrčak ID:
306240
URI
Publication date:
18.7.2023.
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