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Research in Hospitality Management Volume 13, 2023 - Issue 1
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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 NetherlandsORCID Iconhttps://orcid.org/0009-0003-4409-7887
ORCID Icon,
Megan Sharrock1 Hotel Management School, NHL Stenden University of Applied Sciences, Leeuwarden, The Netherlands;2 Hotel Management School, Stenden South Africa, Port Alfred, South AfricaORCID Iconhttps://orcid.org/0000-0002-6871-3088
ORCID Icon &
Rodney Westerlaken1 Hotel Management School, NHL Stenden University of Applied Sciences, Leeuwarden, The NetherlandsCorrespondence[email protected]
ORCID Iconhttps://orcid.org/0000-0003-4581-836X
ORCID Icon
Pages 63-68 | Published online: 18 Oct 2023

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