Latest news with #GenerationY
Hospitality Net
21-05-2025
- Hospitality Net
Chinese Culture Guides Millennial Green Travel
Tourism can offer unforgettable experiences, but it comes with increasing environmental costs. As sustainability takes centre stage in the industry, an emerging focus is on how travellers themselves can make a difference through pro-environmental behaviour (PEB). To date, however, the interplay of personal and cultural values in shaping such behaviour remains underexplored. Seeking to fill this gap, Professor Dori Davari and Professor Seongseop (Sam) Kim of the School of Hotel and Tourism Management (SHTM) at The Hong Kong Polytechnic University (PolyU), working with a co-author, targeted Chinese millennials, a major consumer group known for valuing luxury and self-expression while showing growing environmental concern. This demographic offered a unique lens through which to investigate the influence of values on tourists' PEB, yielding guidance for fostering sustainable tourism practices amongst one of the world's most influential populations. Tourism places enormous stress on the environment. It consumes huge volumes of natural resources, contributes as much as 5% of the world's greenhouse gas emissions, and causes overcrowding, traffic congestion and damage to local communities. No wonder, then, that sustainable development has become a major focus of almost all stakeholders in the tourism industry. An effective strategy for promoting sustainable tourism is to encourage and engage customers in pro-environmental behaviour , say the researchers. Such behaviour is consciously intended to minimise the negative impact of one's actions on the natural and built environment. For example, tourists who exhibit PEB might choose to travel by train rather than aeroplane, stay at hotels that prioritise sustainability and buy souvenirs from local artisans rather than mass-produced goods. Given its potential benefits, promoting travellers' PEB is a critical task for policy makers and destination managers. But what factors can increase tourists' awareness of the need for sustainability and willingness to behave in an environmentally friendly manner while enjoying their travels? Pro-environmental behaviour is a multifaceted phenomenon influenced by both individual and cultural values , say the authors. For example, research has shown that hedonic values – individual values that emphasise pleasure, enjoyment and delight over functional (utilitarian) benefits – may either promote or inhibit PEB. Meanwhile, the cultural value of femininity (vs masculinity) is associated with greater care for the environment and nature. However, the authors noted an important research gap: no studies to date had simultaneously examined the influence of individual values and cultural values on PEB. To fill this gap, they selected an important and understudied population for analysis: Chinese millennials, or the so-called 'Generation Y', who currently make up more than 27.3% of the Chinese population. Interestingly , the researchers explain, there is empirical evidence that Chinese millennials have different consumption behaviours. They tend to value self-expression and regard luxury goods and brands as symbols of success, while at the same time exhibiting increasing concern about the environment. Therefore , the researchers note, examining their pro-environmental behaviour in the tourism context could unveil new mysteries . Focusing on tourists from China's Generation Y, the authors set out to achieve three objectives. First, they aimed to reveal the influence of both individual and cultural values on PEB. Second, they asked how the relationship between values and PEB is mediated by a preference for sustainable tourism. Finally, they measured the impact of environmental concern on the strength of the relationship between values and PEB. Individual values were considered in terms of hedonic and utilitarian values, which guide consumers to make decisions based on pleasure and functionality, respectively. Both hedonic and utilitarian values are necessary conditions for fostering a high level of pro-environmental attitude and behaviour , the researchers proposed. That is, tourists who focus on pleasure are more likely than not to choose sustainable travel options and adopt eco-friendly behaviours during their trips. Similarly, those who value practicality and efficiency are inclined towards sustainable tourism. Meanwhile, cultural values were defined using Hofstede's (2011) five-dimensional model. The authors hypothesised that sustainable travel and PEB are inhibited by four of the cultural values identified by Hofstede – high power distance, masculinity, individualism and uncertainty avoidance – and promoted by the fifth, namely long-term orientation. To test their hypotheses, the authors conducted a survey and subjected the results to rigorous data analysis. The population for this study was 350 million Chinese millennials, they explain. Ultimately, 429 questionnaire responses were analysed, representing the views of Chinese members of Generation Y who were aged between 20 and 40, understood how their behaviour could impact the environment and were willing to participate in tourism activities. The findings were instructive. This paper revealed the importance of the cultural values of Chinese millennials in promoting both pro-environmental behaviour and a preference for sustainable tourism , report the researchers. As such, their findings provide strong support for previous research that has recommended exploring and testing cultural values as predictors of PEB. Specifically, collectivism and a long-term orientation had a positive impact on the respondents' pro-environmental attitudes, which was evident in both their preferences and their behaviours. Conversely, high levels of power distance and tolerance for uncertainty resulted in less pro-environmental attitudes. Simultaneously, masculinity, as expressed in their tendency to obtain more profit in advance, was harmful, explain the authors. The results also shed light on the influence of individual values on Chinese millennials' preference for sustainable tourism and PEB. This is important, the researchers tell us, because culture must be understood at the individual level to enable the development of effective marketing tactics for promoting sustainable tourism and efficient pro-environmental behaviour . Hedonic and utilitarian values not only stimulated PEB amongst tourists but also intensified their preference for sustainable tourism. The researchers also reported the novel finding that a preference for sustainable tourism acted as an intermediary mechanism linking cultural values and behaviour. Without a genuine awareness and internal appreciation of environmental issues and the importance of sustainability , they note, individuals are unlikely to prioritise a preference for sustainable tourism . These findings have timely practical implications in an age of overtourism. Understanding Chinese millennials' pro-environmental behaviour considering cultural and personal values leads to developing innovative strategies to attract them to sustainable tourism, the authors tell us. This is crucial given that most of Generation Y are parents and will continue to exert a major influence on China's economy as the main consumers for the next few decades. Based on the findings, the researchers advise destination marketing organisations (DMOs) to promote more masculine, less power-distant, less individualistic, more uncertainty-avoiding, and more long-term-oriented messages to attract Chinese millennial tourists . To encourage this pivotal population to help save the environment, DMOs should involve them in activities such as co-creating groups on social media or having an interactive presence on Chinese-dominated social media platforms . Millennials are also role models for the next generation, especially their own children. Governments and DMOs should thus emphasise the pleasure and enjoyment (hedonic values) to be gained from family pro-environmental travel experiences. Hosting eco-friendly events at schools, holding sustainability-specific festivals and celebrating Earth Day are examples of activities in which both Chinese millennial parents and their children can be involved. With such approaches , the researchers say, policymakers can target younger generations to foster pro-environmental attitudes in tourism from an early age and beyond . Dori Davari, Saeid Nosrati & Seongseop (Sam) Kim. (2024). Do Cultural and Individual Values Influence Sustainable Tourism and Pro-Environmental Behavior? Focusing on Chinese Millennials. Journal of Travel & Tourism Marketing, Vol. 41, Issue 4, 559–577. About PolyU School of Hotel and Tourism Management For more than four decades, the School of Hotel and Tourism Management (SHTM) of The Hong Kong Polytechnic University has refined a distinctive vision of hospitality and tourism education and become a world-leading hotel and tourism school. Ranked No. 1 in the world in the "Hospitality and Tourism Management" category in ShanghaiRanking's Global Ranking of Academic Subjects 2024 for the eighth consecutive year; placed No. 1 globally in the "Commerce, Management, Tourism and Services" category in the University Ranking by Academic Performance in 2023/2024 for seven years in a row; rated No. 1 in the world in the "Hospitality, Leisure, Sport & Tourism" subject area by the CWUR Rankings by Subject 2017; and ranked No. 1 in Asia in the "Hospitality and Leisure Management" subject area in the QS World University Rankings by Subject 2025, the SHTM is a symbol of excellence in the field, exemplifying its motto of Leading Hospitality and Tourism. The School is driven by the need to serve its industry and academic communities through the advancement of education and dissemination of knowledge. With a strong international team of over 90 faculty members from 21 countries and regions around the world, the SHTM offers programmes at levels ranging from undergraduate to doctoral degrees. Through Hotel ICON, the School's groundbreaking teaching and research hotel and a vital aspect of its paradigm-shifting approach to hospitality and tourism education, the SHTM is advancing teaching, learning and research, and inspiring a new generation of passionate, pioneering professionals to take their positions as leaders in the hospitality and tourism industry. Website: Pauline Ngan Senior Marketing Manager +852 3400 2634 Hong Kong PolyU
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Business Standard
30-04-2025
- Business
- Business Standard
Majority of Indian employees considering changing employer in 2025: Aon
A majority—82 per cent—of surveyed employees in India are either in the process of changing employers or may seek new opportunities in the next 12 months, compared to 60 per cent globally, according to a recent survey by Aon, the global professional services firm. Aon's 2025 Employee Sentiment Study also found that only 7 per cent of employees in India feel undervalued, compared to 13 per cent globally. Nitin Sethi, head of talent solutions for India at Aon, said, 'Until recently, very few companies considered how benefits, wellness and healthcare programmes could shape their employer brand and employee value proposition. Post-Covid, we are seeing changes as employees increasingly value these programmes, and companies are more actively branding and communicating their availability to current and future employees. A multigenerational workforce is accelerating this change, while advanced technology is making it easier to implement these programmes. In the next decade, companies that excel in benefits, health and wellness will have a significant opportunity to position themselves as best-in-class employers.' The global study surveyed more than 9,000 employees across 23 countries, including the United States, United Kingdom, China, India, and Australia. It found that a large share of Indian workers are actively considering changing employers. Medical coverage emerged as one of the most valued benefits across all generations among Indian respondents, with Generation X and Generation Y rating it higher than Generation Z. Generation Z placed greater value on work-life balance. Additionally, 76 per cent of surveyed employees in India said they would be willing to trade current benefits for improved choices. This indicates the need for businesses to align their total rewards and benefits strategies with the evolving expectations of their workforce. 'Employees are increasingly aware of the advantages of medical and life benefits,' said Ashley Dsilva, head of health and wealth solutions and director and principal officer for India at Aon. 'The importance of retirement and financial planning among the young workforce is surprising. This shift may be due to a better understanding of the impact of inflation on daily living, especially since entry-level wages have stagnated in many sectors.' Younger employees have also taken on increased debt, with a substantial number securing personal loans before the age of 30. According to Dsilva, employers have a clear opportunity to underscore the value of benefits and emphasise financial wellbeing in their offerings, thereby enhancing employee engagement through innovative communication methods. The study further found that 10 per cent of surveyed employees in India had no confidence that their employer is investing in skills development and training to prepare them for the future of work. At the same time, Indian employees demonstrated stronger commitment to developing artificial intelligence (AI) skills, with 43 per cent expressing motivation to learn new skills to remain relevant, compared to 35 per cent globally.
Yahoo
15-03-2025
- Business
- Yahoo
Allen Lima Leadership learns about workforce, generational differences
Mar. 14—LIMA — Allen Lima Leadership learned about resources and programs offered by OhioMeansJobs Allen County and generational differences in the workplace Friday at the OhioMeansJobs center, 951 Commerce Parkway, Lima. OhioMeansJobs resources OMJ serves approximately 650 Allen County employers through job posting and recruitment, marketing and various hiring events. "We have a lot of opportunity in our own backyard," said Trent Wise, recruitment coordinator. Working with job seekers, OMJ has one-on-one career consultant services to assist with résumés, OMJ registration, an AcuMax assessment to see what field or job fits their personality and referrals to employers. Contact isn't lost when applicants find jobs. "After you find a job, we continue to call and see if there's anything that we can help you out with," said Wise. Retaining Allen County's youth remains to be an investment for OMJ. "School job coaches go to the high schools for a half a day every single week and it's our opportunity to invest in our local youth," said Jessie Doyle, job center administrator. All 14 Allen County high schools have an OMJ school job coach identifying students' next move. Approximately 100 employers will be present at an event for upcoming high school graduates from 10 a.m. to 2 p.m. Tuesday, May 6, at the University of Northwest Ohio Event Center, 1450 N. Cable Road, Lima. Generational differences in the workforce The workforce comprises 36 percent Generation Y (1981 to 1996), 31 percent Generation X (1965 to 1980), 18 percent Generation Z (1997 to 2012) and 15 percent baby boomers (1946 to 1964), said Kendra Nickel, director of leadership development with HCF Management, Inc., out of Blufton. Nickel and participants gave each generation a persona. "Baby boomers created the workplace norms and structures that we have today," Nickel said. "You have an achiever mentality and you are shaped by a notion of commitment." Nickel also mentioned Generation X being the first generation where both parents were working, Generation Y as the largest workforce and shaping the world of work, and Generation Z as a rising group that looks for satisfaction more than others. Preferred methods of communication in the workplace were also a point of discussion. "Old dogs may need to learn new tricks," Nickel said about the evolution in communication. OhioMeansJobs programs The Workforce Bridge Program, established in 2017, assists individuals in transitioning off public assistance by offering incentives. Supporting those who secure jobs by providing financial assistance during the transition, participants can receive up to $4,000 if they maintain full-time employment for 18 months and stay off public assistance. The Ohio Department of Job and Family Services offers a benefit bridge program aiming to support individuals and families who experience a significant reduction of benefits due to wage increases. "Our goal is to help people become self-sufficient and maintain that," said Doyle. "It's one of the best kept secrets we have." According to OMJ data, there are 1,706 open current jobs in Allen County. Reach Cade Higgins at 567-242-0351 Featured Local Savings
Al Bawaba
09-03-2025
- Lifestyle
- Al Bawaba
Gen Z's 'No Buy' movement: fighting fast fashion and overspending
Published March 9th, 2025 - 09:52 GMT ALBAWABA – Generation Z, or Gen Z, also known as Zoomers, refers to people born approximately between 1997 and 2012, initiated the 'No Buy' movement with the aim of fighting fast fashion and overspending. Also Read Video: Tesla robots spotted shopping in a US mall 'No buy' movement on TikTok Gen Z started the 'No Buy' movement on TikTok, the popular social media app that allows users to create, watch, and share short videos shot on mobile devices or also known as Generation Y, are people born approximately between 1981 and 1996, they, along with Gen Z, have followed the new movement. Both generations boycotted shopping, fast fashion, overspending, and purchasing things they do not need, such as clothes and period pads. Notably, the 'No Buy' trend gained significant popularity on TikTok as more people joined in saving money and cutting their shopping addiction, all under the powerful mantra: buy only what you need. The 'No Buy' trend gained significant popularity on TikTok as more people joined in saving money and cutting their shopping addiction. (Shutterstock) If you want to participate in the #NoBuy trend, you need to stop purchasing multiple items unless you truly need them or have run out, including clothes, shoes, cosmetics, bags, and makeup. The movement also encourages avoiding eating out and deleting all shopping apps from your devices and phones. More people are joining the trend on TikTok, with many others sharing their money-saving and 'No Buy' plans daily. The idea behind this movement is not entirely new, but it has gained momentum recently due to the global economic situation and the increasing need to save money, spend less on unnecessary items, and allocate funds for meaningful causes. Also Read Canada faces TikTok ban amid US ban, sparking 51st state jokes © 2000 - 2025 Al Bawaba (
