Komparace spotřebitelského chování generací X a Z v cestovním ruchu

Abstract

This diploma thesis deals with the comparison of consumer behavior of generations X and Z in tourism. The aim of the work is to analyze the consumer behavior of generations X and Z in the field of tourism and, based on the research results, to characterize typical customers or personas for each of these generations. The work set out research questions and hypotheses. The data were obtained through a questionnaire survey and analyzed using factor analysis, which helped to reduce the number of variables to several main factors. Subsequently, cluster analysis was performed, which made it possible to identify homogeneous groups of respondents. The results show that there are noticeable differences between generations in the approach to vacation planning, in the perceived importance of individual factors, in the choice of vacation type, and in the preferences of shopping channels. The obtained personas provide a practical overview of the expectations and preferences of individual generations, thereby contributing to a better understanding of consumer behavior in the context of tourism.