The aim of this master's thesis is to analyze the consumer behavior of generation Z in the tourism industry and check the homogeneity of generation Z in relation to travel and tourism. The theoretical part is devoted to basic concepts from the field of consumer behaviour, such as the purchase decision-making process, models of consumer behavior and factors influencing the consumer behaviour of an individual. The next chapter in the theoretical part is devoted to tourism and individual touri... zobrazit celý abstraktThe aim of this master's thesis is to analyze the consumer behavior of generation Z in the tourism industry and check the homogeneity of generation Z in relation to travel and tourism. The theoretical part is devoted to basic concepts from the field of consumer behaviour, such as the purchase decision-making process, models of consumer behavior and factors influencing the consumer behaviour of an individual. The next chapter in the theoretical part is devoted to tourism and individual tourism services, participants and typologies of tourism and other basic concepts from this area are defined. Furthermore, consumer behaviour and marketing in the tourism industry are characterized. The last chapter is dedicated to generation Z. In the practical part, the data are first analyzed and evaluated using MML-TGI. After that, the work is devoted to primary quantitative research, which is implemented through a questionnaire survey. Conclusions and recommendations are drawn up from the obtained data. |