a Cross-Cultural Study between Kazakhstan and China 15th KIMEP International Research Conference Special Joint Conference: The Silk Road and the Tourism and Hospitality Industries Five Generations’ Behaviour towards Sustainability in Tourism and Hospitality Industry: a Cross-Cultural Study between Kazakhstan and China PhD, Asst. Professor Ainur Kenebayeva University of International Business, Kazakhstan  

comparative examples of Kazakhstan and China Research Overview This paper aims to addresses the problems of marketing sustainability initiatives in Tourism and Hospitality Industry based on comparative examples of Kazakhstan and China

The research paper responds to the following problems: Research Overview The research paper responds to the following problems: Insufficient industrial knowledge on five generations’ behaviour towards sustainability; The lack of integrated conceptual model for five generations’ behaviour in both tourism and hospitality markets

The main objectives of the study: Research Overview The main objectives of the study: To examine differences in consumer behaviour towards sustainability between five major generations that nowadays represent the current and future growing segments. X Silent Generation Baby Boomers Y Z 1945 and before 1946 to 1964 1965 to 1976 1977 to 1995 1996 and later

The main objectives of the study: Research Overview The main objectives of the study: To critically analyze how generational affiliations affect sustainability-oriented behaviour and how cultural dimensions mediate this effect.

The main objectives of the study: Research Overview The main objectives of the study: To identify differences in consumer behaviour towards sustainability practices between Kazakhstan and China based on a Cross-Cultural analysis applying the Schwartz’s Cultural Model

Research Overview Schwartz’s Cultural Values

Examination of Prior Research Li, Li & Hudson (2013) classified consumers of the world travel market into the major four categories including Silent Generation, Baby Boomers, X and Y Generations each category differs in such essential respects as attitudes, perceptions, motivations and interests. Experts and practitioners of the world’s largest hospitality consulting Horwath HTL indicate the influential role of Y and Z generations as intensively growing future segments with specific travel needs and behavior (Tutek et al., 2015)

Examination of Prior Research Karavasilis et. al. (2015) argued: that technologically savvy Generation Y demonstrated negative willingness to pay for environmentally sustainable services of hotels this segment requires specific transformational communication strategies.

Research Gaps Despite the growing number of studies on generational behaviour in tourism and hospitality most of the previous works are fragmented, and current knowledge has no exploratory power to provide adequate understanding for sustainability-oriented behaviours of modern generations.

Research Gaps There is a lack of integrative research framework investigating five generations’ behaviour. Four major generations (Silent Generation, Baby Boomers, Generation X and Generation Y) separately or through multi- comparisons are well documented by empirical studies (Li, Li & Hudson, 2013). However, despite the importance for future practical projections the case of emerging Generation Z is still neglected.

Method and Research Design The study adopts a mixed methodology combining quantitative and qualitative methods. the quantitative method the study will apply a survey data-based approach the qualitative primary data will be collected systematically through in-depth interviews.

Sample Size Survey 200 questionnaires from each the Five Generational Groups Interview 8-12 people from each the Five Focus Groups representing five generations

Methodology Since the study uses the multi-group analysis the primary data will be examined by Structural Equation Modeling (SEM) technique. The influence of the Schwartz’s dimensions on consumer behaviour will be tested by factor analysis

Research Questions Are there any differences in consumer behaviour towards sustainability within the five generational categories? Are there any differences in consumer behaviour towards sustainability between Kazakh and Chinese travelers within the five generational categories? How generational affiliations affect sustainability-oriented behaviour and how cultural dimensions mediate this effect.

Research Questions How cultural dimension affect consumer behaviour towards sustainability practices initiated by tourism and hospitality service providers? How cultural dimension affect consumer choices towards sustainable products and services offered by tourism and hospitality industry? What are Kazakh and Chinese consumers’ perceptions and attitudes towards sustainability in tourism and hospitality? What are the five generations’ perceptions and attitudes towards sustainability in tourism and hospitality?

Foreseen Results the development of a contemporary multi-generational model of sustainable consumption patterns for Tourism and Hospitality Industry. the creation of an integrated conceptual framework for five generations’ sustainable behaviour describing specific differences and similar characteristics of modern consumer segments.

Foreseen Results collecting reliable industrial data facilitating business decision-making forecasting implications for predicting sustainability-oriented behaviour models of the future growing segment represented by the “iGeneration” or Generation Z. practical recommendations on implementation of the most suitable marketing mix strategies relevantly adopted to each generation’s behavours.

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