Bleisure tourism as a tool for increasing work motivation and job satisfaction among the Y and Z generations

Abstract

Bleisure tourism is a specific type of tourism based on business travel, supplemented by leisure activities, which remains an under-researched concept in many countries, including Serbia. Considering its specific characteristics, this paper aimed to explore whether the positive effects of bleisure travel could be observed among Serbia's Y and Z generations, and if bleisure could be used to increase work motivation and job satisfaction. The research was conducted as a pilot study, involving 123 participants from the Y and Z generations in Serbia. Data were collected through an online questionnaire distributed via social networks and analysed using descriptive statistics, correlation analysis, and partial least squares structural equation modelling (PLS-SEM), appropriate for exploratory research with smaller samples. It was established that scarce business travel, limited resources regarding free time and money, and employers' lack of support for bleisure travel were shown as disincentives to engage in bleisure tourism. Despite this, the positive impacts of this form of tourism have been recognised. The positive aspects of bleisure tourism can be used in a strategy to strengthen autonomous motivation, which would positively affect the efficiency of employees, and consequently the success of companies.