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Research in Hospitality Management
Volume 13, 2023 - Issue 1
Research Article
Generation Z consumer behaviour and hotel branding: exploring the role of values, corporate identity and trust
Eleni Tata1 Hotel Management School, NHL Stenden University of Applied Sciences, Leeuwarden, The Netherlands
https://orcid.org/0009-0003-4409-7887
https://orcid.org/0009-0003-4409-7887, Megan Sharrock1 Hotel Management School, NHL Stenden University of Applied Sciences, Leeuwarden, The Netherlands;2 Hotel Management School, Stenden South Africa, Port Alfred, South Africahttps://orcid.org/0000-0002-6871-3088
https://orcid.org/0000-0002-6871-3088 & Rodney Westerlaken1 Hotel Management School, NHL Stenden University of Applied Sciences, Leeuwarden, The NetherlandsCorrespondence[email protected]
https://orcid.org/0000-0003-4581-836X
https://orcid.org/0000-0003-4581-836X