Generation Z's Perceptions and Attitudes towards Tourism and Hospitality a Career Option – A Preliminary Investigation of Residents of Jharkhand

The purpose of this study is to examine the attitudes and perceptions of Generation Z of Jharkhand, India towards careers in the tourism industry. The study is exploratory and based on a quantitative approach. A total of 196 respondents have been selected by random sampling from all the districts of Bihar and Jharkhand for this study. Areas that students have concerns over include respondent's relationship with their managers, promotion opportunities, career paths, and the pay and conditions offered within the industry. The study also focuses about the awareness of Gen Z about the Indian Tourism Development Programs, Jharkhand Tourism and the various regulations implemented in tourism sector. The data was collected by with the help of Google forms. The analysis has been done using Statistical Package for the Social Sciences (SPSS) software. The research shows that the Gen Z is good tourists but they have their doubts on taking up career in tourism sector. Though, they are inclined in doing so if this sector is more digital savvy, have good career development opportunities and if the tourism sector in Jharkhand is improved.


Introduction
"In 1995, the Internet was born. So, too, was Generation Z. With so many books, articles, and research studies focused on Millennials, this younger, lesser-known generation grew up right before our eyes without much fanfare." -(Seemiller and Grace 2017) Gen Z is the newest generation to be named. Born between 1997 and 2012/15, they are currently between 8-24 years old. (Dimock 2019) (Smith and Cawthon 2017) Generation Z, or Gen Z for short, is the demographic cohort succeeding the Millennials (or Gen Y). Demographers and researchers like (Kasasa 2020) typically use the mid-to late-1990s as starting birth years, while consensus has not been reached on the ending birth years. It started with Generation X, people born between 1965-1980. The preceding generation was the Baby Boomers, born [1946][1947][1948][1949][1950][1951][1952][1953][1954][1955][1956][1957][1958][1959][1960][1961][1962][1963][1964]. A flurry of potential labels has appeared, including Gen Tech, post-Millennials, iGeneration, and Gen Y-Fi, and Zoomers. According to a report by ConsumerLab, India has roughly 200 million children under the age of 18, and 69 million of them reside in urban areas. These young people have a very different childhood to the one their parents experienced. The study also adds that 40 per cent of urban children regularly dine out at expensive restaurants and 23 per cent use their parents' credit cards to buy new things. Children of Generation X and sometimes Millennials, members of Generation Z have used digital technology since a young age and are comfortable with the Internet and social media, but are not necessarily digitally literate. (Geck 2006) offers ideas and strategies to update library instruction and services using the Internet for Generation Z students. Born in or after 1990, these young people are unique because their birth coincides with the introduction of the graphical Web that resembles the Internet of today. These adolescents are amateur Internet searchers lacking skills in evaluating Web content and using resources other than popular Internet search tools such as Goggle. The Internet can be a perfect medium to introduce and develop information literacy skills because these youngsters will be receptive to any sort of instruction that makes them appear Web savvier. "Because their use of technology has developed the visual ability portion of their brains, visual forms of learning are more effective for these learners. Furthermore, the use of fast-paced multimedia has affected the ability of these learners to focus and analyze complex information. Also, technology use has had a significant impact on attention span." -(Rothman 2014) Realistically, the name Generation Z is a placeholder for the youngest people on the planet. It is likely to morph as they leave childhood and mature into their adolescent and adult identities. Generation Z is the ones filled with new aspirations and dreams towards a very rewarding career prospects. They have been technology savvy right from their childhood days. This generation has grown by knowing all about technology boom and probably all have studied on tablets and laptops. Yet, they are the ones growing up in the phase of nuclear families, parents losing job and have even seen the affect corona pandemic affect their studies and their parents struggle with job. Hence, for this generation job security, work life balance and attaining employability skills have become very crucial factors. This generation is way more distinct from their preceeding generations in respect of their characteristics, gender equality, income equality, perception towards their work. Researchers like ) have conducted study to get an insight about the career aspirations of Generation Z and also to learn how technology and social acceleration affect their career choice. Tourism is a dynamic and competitive industry that requires the ability to adapt constantly to customers' changing needs and desires, as the customer's satisfaction, safety and enjoyment are particularly the focus of tourism businesses. India is a large market for travel and tourism. It offers a diverse portfolio of niche tourism products -cruises, adventure, medical, wellness, sports, MICE, ecotourism, film, rural and religious tourism. India has been recognized as a destination for spiritual tourism for domestic and international tourists. India!' and 'Athiti Devo Bhava' has provided a focused impetus to growth. The Indian Government has also released a fresh category of visa -the medical visa or M-visa, to encourage medical tourism in the country. The Government is working to achieve one per cent share in world's international tourist arrivals by 2020 and two per cent share by 2025. The Government is also making serious efforts to boost investment in the tourism sector. In the hotel and tourism sector, 100 per cent FDI (Foreign Direct Investment) is allowed through the automatic route. A five-year tax holiday has been offered for 2-, 3-and 4-star category hotels located around UNESCO World Heritage sites (except Delhi and Mumbai). Hotel and Tourism sector received cumulative FDI inflow of US$ 15.28 billion between April 2000 and March 2020. In Union Budget 2019-20, the Government introduced a Tax Refund for Tourists (TRT) scheme in line with countries like Singapore to encourage tourists to spend more in India and boost tourism. The Government of India also announced to develop 17 iconic tourist sites in India into worldclass destinations as per Union Budget 2019-20. India is the most digitally advanced traveller nation in terms of digital tools being used for planning, booking, and experiencing a journey. India's rising middle class and increasing disposable income has supported the growth of domestic and outbound tourism. International hotel chains are increasing their presence in the country, and it will account for around 47 per cent share in the tourism and hospitality sector of India by 2020 and 50 per cent by 2022. India was globally the third largest in terms of investment in travel and tourism with an inflow of US$ 45.7 billion in 2018, accounting for 5.9 per cent of the total investment in the country. The Indian Government has realised the country's potential in the tourism industry and has taken several steps to make India a global tourism hub.

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India's travel and tourism industry has huge growth potential. The industry is also looking forward to the expansion of e-Visa scheme, which is expected to double the tourist inflow in India. India's travel and tourism industry has the potential to expand by 2.5 per cent on the back of higher budgetary allocation and low-cost healthcare facility according to a joint study conducted by Assocham and Yes Bank.
Ministry of Tourism launched DekhoApnaDesh webinar in April 2020 to provide information on the many destinations and the sheer depth and expanse of the culture and heritage of Incredible India. Till August 17, 2020, 48 webinars were conducted under the series. Tourism is a highly labour intensive sector in India. According to an estimate by the planning commission, for every million rupees invested in tourism sector, 89 jobs are created against 4 jobs in primary sector and 13 jobs in secondary sector. These locations need to be developed and also the residents of the state should be made aware of the employment opportunities due to tourist development. In an effort to make India an attractive destination for both international and domestic tourists, Ms. Nirmala Sitaraman, Finance Minister, Government of India proposed to allocate Rs 2,500 crores in 2020-21 for the tourism sector. Besides tourism, the Finance Minister also proposed to allocate Rs.3,150 crore for the Ministry of Culture while presenting the Union Budget 2020-21 in Parliamenton February 1, 2020. Various announcements during the budget presentation for different sectors will, directly and indirectly, the benefit to tourism and related sectors, especially through the major road, rail, inland waterways, and civil aviation infrastructure developmental measures throughout the country. The Finance Minister has announced that 100 more airports would be developed by 2024 to support the Udaan scheme.
She also remarked in her Budget presentation that India's Air traffic has grown rapidly as compared to the global average and the Air fleet number was expected to go up from the present 600 to 1200 during this time. In order to have well-trained human resources in the disciplines of museology and archaeology, the Finance Minister proposed to establish the first Indian Institute of Heritage and Conservation with the status of a deemed university to operate under the Ministry of Culture. She said, "Acquisition of knowledge in disciplines such as museology and archaeology are essential for collecting and analysing scientific evidence of such findings and for dissemination through high-quality museums." Highlighting improved tourism revenues due to better rank, the Finance Minister said, "India had moved up from rank 65 in 2014 to 34       The growth in FTAs in India has never had a consistent pattern. The entire period from 2001 to 2019 has some significant ups and downs in the trends of Foreign Tourist Arrivals to India.

Importance of the Study
In Jharkhand, a newly formed state in India, tourism is one of the important industries owing to the state's natural beauty, wildlife, religious and heritage, tribal, cruise and mining tourism. The state has always been known for its scenic beauty and exotic locations. It has a tremendous scope for rural, eco, adventure and health tourism. (Arunmozhi and Panneerselvam 2013) One of the best places to visit for wildlife aficionados and nature lovers, Jharkhand is a state replete with a vast bounty of towering mountains, dense forests and gushing waterfalls. Blessed with a plethora of natural scenic vistas, Jharkhand is the place for lookout for a oneon-one rendezvous with unperturbed, untouched nature. There is more to Jharkhand than just its scenic landscapes though, with several museums, temples and wildlife reserves scattered around the state. Formerly a part of Bihar, Jharkhand was carved out as a separate state almost two decades ago, thus creating the base for a glorious history, diverse culture and tribal simplicity that the state can now call its very own. Jharkhand is 'the land of forests' as its name suggests and the state is famous for its rich variety of flora and fauna. The scenic beauty of forests, hills and plateaus from the Lodh Falls leaves an enchanting impression on tourists while the lush green forests that surround the state keeps it green and clean. Nature is considered as a vital and essential part of the life of tribal people who dominate the state, and this is one of the reasons that you can have a panoramic view of nature and its beauty. Ranchi Hills, Daasam Falls, Sun Temple, Baidyanath Dham are some of the major tourist attractions in Jharkhand. The State Government has a firm belief that development of tourism sector would not only generate immense employment opportunities directly or indirectly but also contribute in accelerated economic development by raising the income level of the people. As a result of this, the State Government has accorded tourism the status of industry in Jharkhand. Around  Deoghar getting international recognition. He said work to preserve terracotta temples located in Maluti in Dumka is in progress. A lot of work has been done in the field of creativity and innovation for increasing the productivity of the organization. Tourism is highly labour intensive industry, the working hours for the people in this sector are more than normal and the pay is minimal. The holiday's seasons are the most hectic season for the employees. When everyone is in their holiday and festive spirits, the employees of this sector are the ones most occupied in their jobs. To keep the employees on job and that too, motivated, is a very tedious task. This sometimes leads to high labour turnover and absenteeism. Hence, strategic management of the human resources is very crucial, to keep them committed to their job and increase the employees affinity towards their workplace. There is a direct relation between proper career management and job satisfaction. (Adekola 2011) in his study empirically investigated and established the direct influence of career planning and career management on career development and the subsequent effect on job satisfaction and career commitment. So, proper career planning and career development can be one of the strategic stops toward human resource development. Post World War II, Americans were enjoying newfound prosperity, which resulted in a "baby boom." The children born as a result were dubbed the Baby Boomers. But the generation that followed the Boomers didn't have a blatant cultural identifier. In fact, that's the anecdotal origin of the term Gen Xillustrating the undetermined characteristics they would come to be known by. Depending on whom you ask, it was either sociologists, a novelist, or Billy Idol who cemented this phrase in our vocabulary. From there on it was all down-alphabet. The generation following Gen X naturally became Gen Y, born 1981-1996 (give or take a few years on either end). The term "Millennial" is widely credited to Neil Howe, along with William Strauss. The pair coined the term in 1989 when the impending turn of the millennium began to feature heavily in the cultural consciousness. Generation Z refers to babies born from the mid-2000s through today, although the term isn't yet widely used. This may signal the end of 'alphabet soup' (it does coincide with the literal end of the alphabet, after all). Each generation label serves as a short-hand to reference nearly 20 years of attitude, motivations, and historic events. Few individuals self-identify as Gen X, Millennial, or any other name. They're useful terms for marketers and have a tendency to trickle down into common usage. Again, it's important to emphasize that referring to a cohort simply by the age range gets complicated quickly. 10 years from now, the priorities of Millennials will have changedand marketing tactics must adjust instep. There are also other categories of cohorts you can use to better understand consumers outside of age that may work better for your purposes. Generation is a very headstrong generation adamant at crafting their own way towards future. They do idolize their elders of Generation X and Generation Y but they make up their mind form their adolescents towards shaping their career in their own unique way. They are too much into social media and are always stuck in their virtual world, yet are the ones who believe that they can make making significant societal changes. They also have a vast knowledge base due their exposure to internet from the early childhood and hence have a unique approach towards life and career. Survival of hospitality and tourism industry is highly dependent on a stable workforce to serve the tourists and customers. In a shrinking workforce market faced with traditionally high staff turnover and increased departure of the older workers, strategy should be developed to retain next Generation hospitality talent -Generation Z. (Goh and Okumus 2020) Hence, to educate, recruit and to retain them and also to decrease absenteeism and labour turnover, the organizations would have to develop their unique strategic human resource development (SHRM) practices. Generation Z has always been taught and does realize the importance of aligning their objective with the objectives of the organization for overall growth, but their rebellious nature and the plethora opportunities available today has made retaining and attracting workforce is a very challenging task. Surveys have shown than Generation Z today prefers random experiences.
They are all about practicality, reality and experiences. The research on career aspects of Generation Z is extremely limited and almost no work could be found on the attitude and perceptions of Gen Z towards taking tourism as a career option. Most of the literature survey is based on the studies by authors on countries other than India. Though the people of certain age group do have certain common characteristics, but they do differ widely based on their demographic factors, the accessibility to technology and education.
Objective to the study To study the attitude and perception of Gen Z towards career in tourism sector.
To study the attitude and perception of Gen Z towards career in tourism sector in Jharkhand.
To study the awareness of the Gen Z about the various Government schemes in tourism sector To study the motivating and demotivating factors of Gen Z towards taking up tourism as a career.

. (Montana and Petit 2008)(Montana and Petit 2008)(Schroer and Klein 2008)(Tulgan 2013)(Schroer 2014)
Generation Z are accustomed to collaborate, share and distribute images and information. Besides, they are often described as instant minded with faster life rhythm, and tending to be more individualistic and self-directed. With the advent of technological innovations, the generation Z is constantly connected with their friends, peers, family, relatives and acquaintances. They are born and brought up with idea of a connected world and want to connect and share their accomplishments with all. This being said, the generation Z do not shy off from work and have a set of predefined ideologies towards their workplace. The workplace includes all the aspects such as team, superiors, subordinates, freedom of speech, etc.(Desai and Lele 2017) Though tourism has huge employment prospects, but even the developed countries have problems regarding retaining employees in the tourism sector. According to the study on undergraduates in Australia by (Richardson 2010) areas that students have concerns over include respondent's relationship with their managers, promotion opportunities, career paths, and the pay and conditions on offer within the industry. Possibly the most alarming finding to come out of this study is that more than 50% of respondents are already contemplating careers outside the industry. Of those with work experience in the industry, 38.1% claim that they will not work in the tourism and hospitality industry after graduation, with 91.7% of these respondents' citing working experience in the industry as the main reason for this decision. behavior of children, students and scholars of Gen Z of global scenario. According to him Gen Z is very active, motivated, goal oriented, extraordinary, competent, researcher, observer etc. They are fully awakened by the social responsibilities towards society, knowledge of laws, rules and regulation, they are extremely technology savvy, smart minded, challenging, adventurous, active decision maker, leadership skill and talented. They are smart in tricks and more enthusiasm to carry out the relative and difficult tasks. Still the area of wariness in front of each and every parents, teacher, mentors, counselor that what should be the atmosphere one should give generation Z, so that they can grasp the values, ethics, listeners, proactive, customs, observers and derivative principles. Hence, the parents, teachers and mentors must adapt teaching strategies and incorporating technology to adapt the upcoming generation's mobile tech-savviness and self-directed learning, which often is accompanied by a lack of critical thinking skills. (

Shatto and Erwin 2016)
The most prevalent barriers to work motivation emerging from respondents' stories are: not enjoying the content of the work, bad team climate, workload, and having no sense of purpose in the job. A prominent list of dichotomic (overlapping) factors in both motivators and barriers indicates that most respondents do not separate motivation drivers and barriers in two isolated groups. Enjoying one's work and team climate were also the top two factors accounting for both states of mind at work (positive work motivation as well as lack of it). The most frequently occurring factors cited in surveys on Generation Z such as options of career advancement and continuous learning/growth, generous rewards and chances of making a positive impact were all replicated in our study as well. (Fratricová and Kirchmayer 2018) Generations Z seems to have different requirements and motivating factors then the earlier generations. This generation will stir its own unique needs upon the workplace as they enter the organizations. It is important for the organization to discover what's important to the Generation Z beforehand to boost attractiveness within and outside the industry in order to establish a corporate culture and workplace to gain a distinctive advantage in the hunt for top talent employees from the Generation Z which in turn will sustain the organizational growth and remain a winning organization throughout.

Research Methodology
Universe : The students of schools and colleges of Jharkhand whose age varies between 8 years and 24 years Sample design: Random Sampling Method has been used.

Type of data:
Researcher is going to use both primary and secondary data. This will consist of reports, records, manuals and other published literature

Methods of data collection : 
Online data survey  Questionnaires  Observation method Data Analysis: Respondents from the age group of 8 to 24 years have been randomly selected. The questionnaire has been designed by the researcher based on the literature survey and observation method to determine the perception of Gen Z towards tourism as a career. The data has been collected with the help of Google and forms and Google spreadsheet has been used to tabulate the form responses. The analysis is done using Statistical Package for the Social Sciences (SPSS) software where the frequencies were calculated and the charts were generated.

Data Analysis and Results
The data was collected by with the help of Google forms. The analysis is done using Statistical Package for the Social Sciences (SPSS) software Demographic Profile of the Respondents - Table 6.1 and Figure 6.1 represents the frequency of the respondents by gender. (N= 196)                The other factors being relationship with managers, career paths, salary, working hours, fame, holidays, digital savviness, reasonable workload, performance appraisal, on the job training and others. Despite all this around 2% of the population would still not want to take up job in the tourism sector. The researchers come to the conclusion that despite being voracious travelers, Generation Z of Jharkhand state in India does not have interest in tourism in Jharkhand nor do they have interest in the career in tourism sector. But, this generation is known for their rebellious nature and their desire for autonomy. They are eager enough to take up tourism career if it is more technosavvy and they are given autonomy.

Suggestions
There is severe lack of awareness about the efforts of the Government to promote tourism. So, a regular quiz or a chapter should be included in General Knowledge books of school students which should be updated annually. A chapter on tourism and its effects should be included in the economics book in Class IX or X, so that they building up a positive image about the industry and also develop love for their country. Entrepreneurship, though taught in Class XI should be taught right from class VIII or IX and also a quiz or a chapter should be made in the General Knowledge book so that the Gen Z become aware of the benefits and the changing rules. And these chapters should be reviewed annually. Various plays and dramas and other school activities should try to absorb all the students in one form or the other, so they become aware of the excitement this sector provides. For inculcating the love for India, all the books of CBSE and ISCE have chapters on history, development and features of India. Similarly, it is imperative that we develop love for Jharkhand in the hearts of the natives so that they have firm believe that this state would go miles. Hence, a chapter on Jharkhand culture, tribe and Tourism should be mad compulsory in school as well as colleges. The researchers believe that if the idea and love for this sector is inculcated in the hearts of the children soon enough, there would be more acceptance and love for this sector. And probably instead of looking for high paying job opportunities abroad, they would like to start up a new venture in Jharkhand and try to make it a place where people from other states want to come on holidays and also as a lookout for good job opportunities.

Limitations
The Gen Z ranges from age 8 to 24. The children of age group 8 to 18 keep changing their career goals with time.
The lack of education is a major delimiting factor in conveying online survey.
In the pandemic times, the concept of social distancing and the prolonged closure of entertainment sectors might have an influence on their career choices and priorities.