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)

<p dir="ltr" style="text-align: left;"></p><p><span lang="EN-GB">Nowadays companies have to pay attention to internet-based communicational strategies which highly influence the business environment, and only those companies will remain competitive which are able to gain knowledge regarding the characteristics of the market and which monitor the newest trends continuously. The investigation of the different generations becomes more and more popular among the marketing experts: when they choose among various marketing tools, they also take into consideration the given generation: to which generation belong the members of the target group, and they plan the marketing strategy accordingly. The members of&nbsp; Y and Z generations are the young people: the members of generation Y were born between 1981 and 1994, and the members of the generation Z between 1995 and 2010 which means that these two generations cover people from 13 years old to 42 years old. Both generations have many members, and as the parts of the labour market, these people become consumers of their own, that is the reason why marketing experts have to analyse and understand the needs and expectation in relation to these two generations.</span></p> <p><span lang="EN-GB">Tourism has changed a lot in the past few years, there are many new opportunities in travelling than there were earlier: travelling is more affordable, consumers are able to travel easily, for example, they travel faster by planes, there are more airline companies, and a new type of accommodation emerged and has started to spread: Aribnbs. In addition, social media also highly influences travelling and tourism: consumers can share pictures and reviews, they are also able to look at other consumers’ pictures and reviews, they can collect information regarding prices, they can compare the prices and the services of different hotels. Influencer marketing has become an important part of marketing and it has also appeared in tourism: there are travel influencers who share their positive and negative experiences with their followers – and the popular travel influencers have millions of followers. There are new travelling habits, like travelling 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 one side, governments and also international organisations realized that sustainable tourism is important from economic, social and environmental perspective. From the other side, consumers realized that travelling and tourism often had a significant carbon footprint, that is the reason why they are harmful for the environment. Many consumers decide to travel in a sustainable way which causes that many sustainable solutions have emerged in tourism.</span></p> <p><span lang="EN-GB">The topic of the thesis is generation Y and Z as a new guest segment from the perspective of travelling and tourism. The goal of the thesis is to present the expectations and needs of these two generations in general and even in relation to tourism and travelling. The professional motivation of choosing this topic is the complexity of the relationship between the generations Y and Z and tourism. From one side, these two generations differ from the previous generations in many ways, and these different characteristics also influence their buying behaviour and their needs and expectations in relation to tourism. From the other side, tourism has also changed a lot, there are many new possibilities and trends which are popular among the consumers. As the members of the two investigated generation will be the most significant consumer group in the future, they have to be targeted even by tourism and travelling. My personal motivation comes from the fact that I find this topic really interesting how new possibilities of tourism and travelling fit the needs and the expectations of the generation Y and Z, and how could the members of these two generations be targeted successfully from the perspective of tourism and travelling.</span></p> <p><span lang="EN-GB">The research question of the thesis is the following: What are the expectations and needs of the members of the generations Y and Z in relation to tourism and travelling? In order to answer the research question and reach the goal of my thesis, I am going to apply both secondary research and primary research. In the first part of the thesis, I am going to share the overview of technical literature which covers two main topics: the comparison of generations, and the changes in tourism. As part of the comparison of generations, I am going to introduce the meaning of generation, the background of generational marketing, the characteristics of the generation Y and Z, the ways how young generations differ from older ones, the buying habits and the information channels of the members of generations Y and Z, and the relationship of generations and the tourism industry. In relation to the changes of tourism, the following topic will be introduced: the changes of opportunities in relation to tourism, the role of social media in tourism, travelling to destinations with specific programs, the role of sustainability from the perspective of tourism.</span></p> <span lang="EN-GB">As primary research, I am going to apply primary research. The target group of the research are the members of the generation Y and Z, and the goal of the research is to get to know the preferences and the expectations of these two generations in relation to tourism and travel. Based on the results of the quantitative research, I am going to determine my recommendations for tourism industry to target generation Y and Z successfully.</span><br><p></p>

Intézmény

Budapesti Gazdasági Egyetem

Kar

Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar

Tanszék

Turizmus Tanszék

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Turizmus-vendéglátás

Konzulens(ek)

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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