Complaint behavior of Generation Z in tourism

Purpose: This research aim is to determine the correlation between the ways Generation Z is expressing dissatisfaction in the tourism and the absence of a sense of shame when complaining. Methodology: The study was conducted in the Republic of Serbia on a sample of 231 Generation Z respondents. Data were analyzed using IBM SPSS Statistics software, and the Pearson correlation test was used to analyze the relationships between variables. Findings: Results reveal a statistically significant and positive correlation for hypotheses H2, H3, and H4, but non-significant correlation was found for H1, which was therefore rejected. Hypotheses H2, H3, and H4 were accepted. Originality/value: While consumer complaint behavior has been widely studied, there remains a gap in the literature concerning the complaint behavior of Generation Z tourists. This research contributes by focusing specifically on this generation and their behavioral patterns when dissatisfied. Practical implications - The research findings are relevant for tourism service providers, as they provide important insights into the behavior of Generation Z consumers. Given these consumers' strong dependence on digital platforms, tourism service providers should pay special attention to communication through online communication channels and train employees to improve the service delivery process. Such measures can reduce the negative impact of complaints and foster long-term loyalty and satisfaction. Limitations: The study's main limitation is the sample, which consists solely of Generation Z respondents. Additionally, the sample size of 231 respondents is relatively small; expanding it in future research would provide more robust insights into tourist complaint behavior.