Generation Z travel values in the luxury tourism industryBarišić, Ema (Avtor) Gorenak, Mitja (Mentor) Generation Zluxury tourismnew luxuryvaluesGeneration Z is becoming more active in today’s time. Its values are important to investigate as they will be the primary target in the market. In this thesis, we aimed to investigate Generation Z's values in the specific sector of luxury tourism and explore how they would engage with it. To begin, we defined traditional luxury, which was based on material goods, and compared it with new luxury, which is centered around experiences. Afterwards, we collected data on Generation Z from scholars and identified what events could have influenced them to develop such unique values that have not been seen before. To support our claims, we conducted a survey in the empirical part of the thesis. An in-depth analysis was done to examine whether these values hold true or should be reconsidered.[E. Barišić]20242024-09-23 12:50:31Diplomsko delo/naloga90788sl