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THE DIFFERENCES BETWEEN Y AND Z GENERATION BEHAVIOUR AS

GASTRONOMIC TOURIST IN THE DIGITAL ERA

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 Asia Pacific Tourism Association Annual Conference

July 5-7, 2023

THAILAND, CHIANG MAI

CONFERENCE PROCEEDINGS

APTA 2023
Asia Pacific Tourism Association Annual Conference 851

THE DIFFERENCES BETWEEN Y AND Z GENERATION BEHAVIOUR

AS GASTRONOMIC TOURIST IN THE DIGITAL ERA

Suci Sandi Wachyuni

Sahid Polytechnic, Indonesia
Irwanda Wisnu Wardhana
National Research and Innovation Agency – Indonesia, Indonesia
Tri Kuntoro Priyambodo

INTRODUCTION insight to business people, especially to seize the

Currently, gastronomy tourism has developed
into a new tourism trend worldwide. Many countries
have made gastronomy a destination marketing tool
(Sánchez-Cañizares, López-Guzmán, 2012).
Gastronomy is an easy tourism alternative because it
capitalizes on the unique local culinary delights in
each region. The emergence of gastronomic tourism
is marked by the many tourists visiting to sample
local and regional culinary delights. The new
experience gained during a gastronomic tour gives
satisfaction to them.
In previous research conducted by Bjork &
Raisanen (2016), tourists who deliberately travel to
enjoy local, regional culinary products are called
"experiencers." Meanwhile, according to Wachyuni
et al (2021), it is called a Gastronomic Tourist (GT)
if the primary motivation for visiting a destination is
local food and drinks. GT activity is marked by
almost all of its tourism activities related to food and
drink. In his research, it was stated that 3 (three)
groups of tourists came to visit to enjoy local
culinary delights, including 1) Non-Culinary Tourist
(NCT), 2) Culinary Tourists (CT), 3) Gastronomic
Tourist (GT).
Of the three classifications of types of tourists
who have the most positive attitude towards food
and drink at the destination is GT, while NCT is the
lowest. Wachyuni also found that most GTs are
17-26 years old and 27-40 years old; these ages
belong to generation Z and generation Y (Bencsik et
al., 2016; Oblinger & Oblinger, 2005). According to
BPS 2021, Gen Z and Gen Y are the generations that
have the most significant proportion currently in
Indonesia (Jayani & Yudhistira, 2021). Knowing
their behavior in gastronomic tourism can provide
opportunity for this large number of tourists.
However, research examining differences in
behavior between generations Z and Y as GT has not
been widely studied. Damanik et al (2023)
investigated the differences in the travel behavior of
Gen Z and Y in general. Many studies have been
conducted regarding these two generations, but most
are partial and do not specifically address their
behavior as GTs. Therefore, this research was
conducted to provide a more specific understanding
of the differences between the two generations in the
context of gastronomy tourism in the digital era.
In the digital era, several previous studies
stated that tourists depend on information sources on
the internet as gastronomy tour guides. They are
looking for information to convince themselves in
deciding to buy local culinary at the destination
(Wachyuni et al., 2021). This is also supported by
research by (Purwaningdyah, 2019) who found that
social media contributes 38.5% to purchasing
decisions. According to (Wiweka et al., 2019),
especially millennial tourists have a high level of
dependence on technology and the internet.
Therefore, this research will describe the difference
in behavior between Generation Y and Generation Z
in gastronomic tourism.
The phases include pre-consumption behavior
(attitudes, perceptions, information-seeking
behavior, motivation), consumption behavior
(motivation, payment methods, and ordering
methods), and post-consumption (satisfaction travel,
repurchase, revisit, and recommendation). This
research will provide theoretical and practical
implications to become suggestions and input for
Small, Micro, and Medium Enterprises (MSMEs),
destination managers, the government to increase
852
the capacity of products and services according to
tourist demand to develop gastronomy tourism.
METHODS
This research uses a quantitative approach
with a survey method. The population in this study
were domestic tourists visiting the research location,
namely Yogyakarta. Meanwhile, the sample or
respondents in this study are domestic tourists who
are mainly motivated to enjoy food and drinks at the
destination. Resending online questionnaires
collected data from respondents in the study by
Wachyuni et al. (2021), which grouped tourists
visiting Yogyakarta into three groups, namely
Non-Culinary Tourists (NCT), Culinary tourists
(CT), and Gastronomic tourists (GT). The
distribution of the questionnaire was carried out
using WhatsApp Broadcast messages. The
respondents in this study were Generation Z (17-27
years) and Generation Y (28-42 years) in the year
this data was collected, namely August-September
2022. The number of respondents who resend the
questionnaire is valid, as many as 224 Generation Z
and 92 Generation Y. According to Roscoe in
Sekaran (2006) a good amount of data for
quantitative analysis is as many as 30-500 people.
This research instrument includes questions related
to demographics, pre-consumption behavior
(attitudes, perceptions, information-seeking
behavior, motivation), consumption behavior
(payment methods and ordering methods), and
post-consumption (travel satisfaction, repeat
purchases, return visits, and recommendations). The
data analysis technique used is descriptive statistics
in the form of frequency distribution and mean.
Then an independent t-test to analyze differences in
Likert scale indicators and chi-square for differences
in indicators with a nominal scale.
FINDINGS
Table 1. The results of the independent t-test of the information-seeking behavior of Gen Y and Gen Z
APTA 2023, THAILAND, CHIANG MAI 5st-7th July 2023
Based on the demographic survey results,
most tourists are Gen Z at 70.9%, female, and
unmarried. From the level of education, it is
dominated by undergraduate graduates who are
already working even though their income is still
low. However, 17.1% of them have high incomes,
and 7.6% have very high incomes. This supports
previous research that women have a higher interest
in food and drink at destinations than men (Harsana,
2011; Wachyuni et al., 2021, 2022).
In pre-consumption, the differences between
attitudes, perceptions, and information-seeking
behavior were analyzed between Gen Y and Gen Z
as GTs. The independent sample t-test shows no
difference in attitude between the two generations,
as GT both have the main motive to enjoy local
cuisine and make it the main criterion in determining
the destination to be visited. Both generations agree
that satisfaction will be achieved after enjoying local
culinary delights in the areas visited. According to
Wachyuni et al (2021), mentioning the term GT
refers to their attitudes and main motives, namely
food and drink, when visiting destinations. This is
based on the gastronomic definition by Hall et al
(2003) that gastronomic tourism is characterized by
all tourist activities that cannot be separated from
food and drink.
Likewise, with perception indicators, there is
no difference in perceptions between Gen Y and Gen
Z of local cuisine. However, there are significant
differences in indicators of information-seeking
behavior, where Gen Z explores more information
related to local culinary before visiting destinations
ranging from culture to restaurants selling local
culinary delights. It is because Gen Z was born in the
world of the internet, video games, and high-tech
smartphones that the worldview of Gen Z is almost
entirely shaped by it (Betz, 2019; Dolot, 2018). The
results of the independent t-test for information-
seeking behavior can be seen in Table 1.
Asia Pacific Tourism Association Annual Conference
Levene's Test for
Equality of Variances
F Sig.
Equal variances 4.676 .031
Information assumed
Searching Equal variances
not assumed
Furthermore, the different test results on the
motivational indicator show no difference between
Gen Z and Gen Y. The biggest motivation for the
two generations is to have a pleasant experience and
feel proud when consuming local culinary delights
at destinations. The differences in the consumption
method choices of Gen Y and Gen Z are analyzed at
the consumption stage. The sig chi-square value is
0.585 <0.05, which means there is no difference in
the choice of consumption method where both
choose to Dine in when consuming gastronomic
products at the destination. Meanwhile, there are
differences in choices for payment methods where
the proportion of Gen Z pay in cash is more
significant than Gen Y.
Then, there was no difference in the
post-consumption stage between Gen Z, and Gen Y.
Both agreed that they get travel satisfaction, will
revisit destinations, and recommend local culinary
delights to their friends and social media.
IMPLICATIONS or CONCLUSION
This research has theoretical and practical
implications. The theoretical implication is that the
differences and similarities in characteristics
between generation Z and generation Y as
gastronomic tourists in the digital era can be seen.
The difference lies in the pre-consumption stage
(information-seeking behavior) and consumption
stage (payment method). While at the post-
consumption stage, there is no difference in
behavior. Another theoretical implication is both of
them, Gen Y and Gen Z are information-centric
tourists. It can be concluded by their information-
seeking behavior.
The similarities and differences between these
two generations in the context of gastronomic
tourism can provide practical implications for
increasing the capacity and quality of service from
local culinary entrepreneurs and destination
853
t-test for Equality of Means
95% Confidence
Sig. Mean Std. Error Interval of the
t df (2-tailed) Difference Difference Difference
Lower Upper
-1.852 315 .065 -.16406 .08858 -.33834 .01022
-1.945 188.803 .053 -.16406 .08435 -.33044 .00232
managers according to tourist demand. The practical
implication of this research is that all gastronomy
tourism stakeholders need to utilize digital media
including social media, websites, YouTube, and
others to accommodate tourists in searching for
information before visiting. The need for support
from the government for local culinary
entrepreneurs through skills and knowledge
assistance related to digital promotion on social
media. Likewise, how to use digital money as a
payment method at this time.
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ACKNOWLEDGEMENT
I wish to record my deep sease of gratitude to
Gadjah Mada University, Sahid Polytechnic, and National
and Innovation Research Agency who support the authors
publishing this work until the final stages of publications.