Generation Z’s Character-strength Applications in Tourism

Concerning the growing public interest in well-being and the role of tourism in promoting well-being, this study proposes the adoption of a character-strength-based perspective to uncover the hidden potential of tourism for bolstering the enduring eudaimonic well-being. With an empirical exploration among Generation Zs, it reveals how tourism experiences have uniquely deployed their different character strengths that can further lead to an eudaimonia improvement. It also identifies the potential influential factors for strength deployment in tourism, which sets the basis for transformative tourism marketing/experience designs. Besides the theoretical and practical implications for boosting eudaimonia with tourism experiences, the revealed on-vacation strength practicing patterns of Gen Z lend valuable explanatory power to examining various travel behaviors/patterns of this promising market