engleski

Communication skills in generation Z as future tourism employees

Generation Z has recently entered the tourism labour market, where communication skills have been recognized as one of the most important soft skills. Therefore, this paper aims to investigate the communication skills of Generation Z as future tourism employees. Primary research was conducted based on a questionnaire survey investigating five communication skill dimensions: written, oral, listening, digital, and non-verbal communication skills influencing the intention to improve these communication skills. The research methodology consists of Importance-Performance Map Analysis (IPMA) based on the PLS method. Findings indicate that nonverbal communication skills belong to the high importance-high performance group, while listening and digital communication skills belong to the low importance-high performance group. Written and oral communication skills belong to the low importance-low performance group. The paper's contribution is the conceptualization of Generation Z communication skills up to date and the examination of the most prominent communication skills among Generation Z respondents.

Generation Z ; communication skills ; tourism ; future tourism employees

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