Buyer persona del turista Generación Z, un reto para los Guías Turísticos

Angel Hernández-Morales; Pablo Guerra-Rodríguez; Claudio E Hernández-Morales

doi:10.29105/vtga11.5-1162

Authors

Angel Hernández-Morales Universidad Autonoma de Tamaulipas
Pablo Guerra-Rodríguez Universidad Autónoma de Nuevo León https://orcid.org/0000-0003-0546-2098
Claudio E Hernández-Morales Universidad Autónoma de Tamaulipas

DOI:

https://doi.org/10.29105/vtga11.5-1162

Keywords:

Generation Z, tour guide, buyer persona, professional attitude, care rol

Abstract

The main goal of this study is to analyze the needs of Generation Z (GZ) concerning the components of the professional role of tour guides (GT), aiming to construct an archetype that represents this generation's perceptions of guided tour services. A mixed-methods approach (QUAL and QUAN) was employed using a sequential DEXPLOS design, which included: 1)a focus group and the application of an empathy map, 2)a survey with a 10-point Likert scale analyzed through Exploratory and Confirmatory Factor Analysis, and 3)the development of the GZ buyer persona.

The QUAL findings revealed that GZ highly values the professional attitude, care role, personalized storytelling, and specific recommendations provided by GTs, while emphasizing the importance of adhering to itineraries and incorporating frequent breaks. QUAN results confirmed that the instrumental, social, interactional, communicative, care role and professional attitude are critical components for this generation, with key variables such as honesty, emotional management, and humor standing out. Finally, the development of the Generation Z buyer persona suggests personalizing services, utilizing technology, demonstrating empathy, and promoting sustainability to engage with this highly connected and demanding segment.

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Author Biography

Angel Hernández-Morales, Universidad Autonoma de Tamaulipas

DR. Ángel Hernández Morales
Profesor investigador en las ciencias económico y administrativas.
Énfasis en investigación de mercados turísticos.Universidad Autónoma de Tamaulipas
Lic. en Administración de empresas (UAT)
Maestría en Planeación y Desarrollo Turístico (IESTUR)
Maestría en Docencia (UAT)
Doctorado en Filosofía con Especialidad en Administración (UANL)
Coordinador (director) de la licenciatura en gestión y desarrollo Turístico de la UAT. Profesor e investigado de la misma licenciatura . Líder del grupo disciplinar Sociedad, Educación e Innovación en el Turismo.

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