Generační rozdíly ve vnímání image vybraných evropských měst

This master’s thesis focuses on comparing generational differences in perceptions of the images of selected European cities. The aim of the thesis is to evaluate and compare how Generations X, Y, and Z perceive the image of the cities of Barcelona, Milan, and Munich. At the same time, the thesis aims to assess whether personal experience with visiting a destination influences its evaluation. The theoretical part of the thesis focuses on defining the basic concepts related to tourism destinations, urban destinations, destination image, and the factors that influence it. The analysis of generational differences perceptions of city image is based on a quantitative survey administered via an online questionnaire. The collected data were statistically analyzed using analysis of variance (ANOVA) and a two-sample t-test to identify statistically significant differences among the examined groups of respondents. This part also includes the characterization of individual generations and their specific features. The results show that there are statistically significant differences in the perception of destination image between both the selected cities and the generations. It was also confirmed that personal experience with visiting a destination influences its evaluation, with respondents who have visited a given city generally rating it more positively. The thesis provides practical recommendations for destination management and marketing communication, particularly in terms of targeting different generational groups.