Mezigenerační analýza spotřebitelského chování na trhu cestovního ruchu

Abstract

The thesis deals with an intergenerational analysis of consumer behavior in the tourism market. It focuses on the Baby Boomers, Generation X, Y, and Z. The aim of the thesis is to obtain a comprehensive overview of the differences between individual generations within the tourism market. The theoretical part discusses the key foundations of consumer behavior and the characteristics of the tourism market, including a macro-environmental analysis using the PESTLE framework. The following section describes the methodology of data collection and presents an analysis of the research results. Two research methods were used in the study, namely a questionnaire survey and the focus group method. The final part includes proposals and recommendations based on the research findings and an overall evaluation of the research’s contribution.