Generation Y and Z as a new guest segment

Jakab Viktória Eszter (2023) Generation Y and Z as a new guest segment. Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar.

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Absztrakt (kivonat)

Nowadays companieshave to pay attention to internet-based communicational strategies which highlyinfluence the business environment, and only those companies will remaincompetitive which are able to gain knowledge regarding the characteristics ofthe market and which monitor the newest trends continuously. The investigationof the different generations becomes more and more popular among the marketingexperts: when they choose among various marketing tools, they also take intoconsideration the given generation: to which generation belong the members ofthe target group, and they plan the marketing strategy accordingly. The membersof Y and Z generations are the youngpeople: the members of generation Y were born between 1981 and 1994, and themembers of the generation Z between 1995 and 2010 which means that these twogenerations cover people from 13 years old to 42 years old. Both generationshave many members, and as the parts of the labour market, these people becomeconsumers of their own, that is the reason why marketing experts have toanalyse and understand the needs and expectation in relation to these twogenerations.Tourism has changed alot in the past few years, there are many new opportunities in travelling thanthere were earlier: travelling is more affordable, consumers are able to traveleasily, for example, they travel faster by planes, there are more airlinecompanies, and a new type of accommodation emerged and has started to spread:Aribnbs. In addition, social media also highly influences travelling andtourism: consumers can share pictures and reviews, they are also able to lookat other consumers’ pictures and reviews, they can collect informationregarding prices, they can compare the prices and the services of differenthotels. Influencer marketing has become an important part of marketing and ithas also appeared in tourism: there are travel influencers who share theirpositive and negative experiences with their followers – and the popular travelinfluencers have millions of followers. There are new travelling habits, liketravelling to destinations with specific programs, like festivals and parties,for example, Snowattack, Mykonos, Ibiza, Tomorrowland, Coachella, Burning man.In addition, sustainability also influences tourism and travelling. From oneside, governments and also international organisations realized thatsustainable tourism is important from economic, social and environmentalperspective. From the other side, consumers realized that travelling andtourism often had a significant carbon footprint, that is the reason why theyare harmful for the environment. Many consumers decide to travel in asustainable way which causes that many sustainable solutions have emerged intourism.The topic of thethesis is generation Y and Z as a new guest segment from the perspective oftravelling and tourism. The goal of the thesis is to present the expectationsand needs of these two generations in general and even in relation to tourism andtravelling. The professional motivation of choosing this topic is thecomplexity of the relationship between the generations Y and Z and tourism.From one side, these two generations differ from the previous generations inmany ways, and these different characteristics also influence their buyingbehaviour and their needs and expectations in relation to tourism. From theother side, tourism has also changed a lot, there are many new possibilitiesand trends which are popular among the consumers. As the members of the twoinvestigated generation will be the most significant consumer group in thefuture, they have to be targeted even by tourism and travelling. My personalmotivation comes from the fact that I find this topic really interesting hownew possibilities of tourism and travelling fit the needs and the expectationsof the generation Y and Z, and how could the members of these two generationsbe targeted successfully from the perspective of tourism and travelling.The research questionof the thesis is the following: What are the expectations and needs of themembers of the generations Y and Z in relation to tourism and travelling? Inorder to answer the research question and reach the goal of my thesis, I amgoing to apply both secondary research and primary research. In the first partof the thesis, I am going to share the overview of technical literature whichcovers two main topics: the comparison of generations, and the changes intourism. As part of the comparison of generations, I am going to introduce themeaning of generation, the background of generational marketing, thecharacteristics of the generation Y and Z, the ways how young generationsdiffer from older ones, the buying habits and the information channels of themembers of generations Y and Z, and the relationship of generations and thetourism industry. In relation to the changes of tourism, the following topicwill be introduced: the changes of opportunities in relation to tourism, therole of social media in tourism, travelling to destinations with specificprograms, the role of sustainability from the perspective of tourism.As primary research, I am going to apply primaryresearch. The target group of the research are the members of the generation Yand Z, and the goal of the research is to get to know the preferences and theexpectations of these two generations in relation to tourism and travel. Basedon the results of the quantitative research, I am going to determine myrecommendations for tourism industry to target generation Y and Z successfully.

Intézmény

Budapesti Gazdasági Egyetem

Kar

Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar

Tanszék

Turizmus Tanszék

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Turizmus-vendéglátás

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	Comparison, generations, Guest segment, tourism, travelling
SWORD Depositor:	Archive User
Felhasználói azonosító szám (ID):	Archive User
Rekord készítés dátuma:	2023. Aug. 03. 16:35
Utolsó módosítás:	2023. Aug. 03. 16:35

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