Integrated Marketing Communications for different generations with reference to tourism

Várady Mária Magdolna (2021) Integrated Marketing Communications for different generations with reference to tourism. Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar.

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Absztrakt (kivonat)

The aim of this research is to evaluate the relationship between marketing channels and the travel decision-making process of different generations. It is based on the hypothesis that younger generations, specifically generation z, rely almost exclusively on social media, whereas older generations, such as generation x and baby boomers, are presumed to have a weaker online presence. This hypothesis is debunked as these older generations have adapted to modern technology. The analysis of the primary research which was conducted in the form of a questionnaire, answered the research questions on whether there is a difference between generations, specifically a marketing platform’s efficiency on multiple generations and which generation is targeted best by which marketing platform when making travel-related decisions. During the analysis of the questionnaire responses, it was discovered that there was a small discrepancy between Generation Z members' responses. This distinction was between members under the age of 21 and members over the age of 21, dubbed "Zillennials."

Intézmény

Budapesti Gazdasági Egyetem

Kar

Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar

Tanszék

Vendéglátás Tanszék

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Turizmus-vendéglátás

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	Generational differences, Generational marketing, generations, Social media, Travel decision-making
SWORD Depositor:	Archive User
Felhasználói azonosító szám (ID):	Archive User
Rekord készítés dátuma:	2022. Ápr. 02. 09:58
Utolsó módosítás:	2022. Ápr. 02. 09:58

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