THE USE OF GENERATION Z’S KNOWLEDGE IN DESTINATION MANAGEMENT COMPANIES: INSIGHTS FROM MANAGERS IN FINNISH LAPLAND

Abstract

Knowledge management is a process of capturing, distributing and using knowledge. These aspects make it to a complex process as 99% of human actions are knowledge-based. Moreover, it can help companies to innovate, create knowledge and to improve economic performances. Nowadays generativity plays an important role in companies as previous other studies have shown that there is a need for further research of knowledge management related to the generation currently entering the labour market. The current generation entering the labour market is called Generation Z which also poses the research of this thesis. Special attention is drawn towards destination management companies who act as tour operators as the previous studies have already focused on accommodation businesses. Generation Z is defined as an age group being born roughly between 1995 and 2009, as well as the first digital native generation now entering the labour market, which makes it a current discussion topic.

This study aims to understand how the managers of Lappish destination management companies use the knowledge of Generation Z. The theoretical framework focusses on knowledge management as well as on Generation Z. Empirical data was collected through semi-structured interviews with Lappish tourism managers, after which a theory-driven content analysis was applied. Close attention is drawn to tacit and explicit knowledge in Lappish destination management companies, the managers’ opinion of the young workforce and their knowledge transfer methods. Special focus is on Lapland as a destination, because of its rapidly growing tourism sector which influences the need for work force, especially due to the seasonal nature of tourism there.

The research’s findings indicate that tacit knowledge is valued most. At the same time, it is the only knowledge Lappish tourism managers transfer in their trainings. This is done preferably via a knowledge transfer method called ‘tandem-partner-process’, which is also known as ‘shadowing’. Technologies and digital devices play an important role in dealing with Generation Z. Nevertheless, the findings show that the Socialization, Externalization, Combination and Internalization (SECI) model is not completely applied in reality. Also, Generation Z is not a homogenous group and experiences with them differ to a great extent from the Lappish tourism managers. Furthermore, the study shows that training needs to be done by the new young employees, no matter which academic background or experience they may have. This indicates that previous knowledge is not relevant. Neither is knowledge which is developed during the training as it is a learning and knowledge creating process. Moreover, this research found differences between the management styles of the companies and expectations of Generation Z expressed in literature.