Analýza spotřebitelského chování generace X a Y na trhu cestovního ruchu

Abstract

The content of this master´s thesis is consumer behaviour analysis of generation X and Y on the tourism market. The main point of this work is consumer decision-making process of the chosen generations and identification of differences. The consumer decision-making process is described using a sequential model. All the data for the analysis were gained by means of marketing research by method of electronic questioning called CAWI and were analysed using SPSS statistical program. According to the results of the research were formed proposals and recommendations for units operating on the tourism market.