Motivace rezidentů České republiky k domácímu turismu - srovnání generací X a Z

This diploma thesis examines the motivation of Czech residents to engage in domestic tourism, focusing on generational differences between Generation X and Generation Z and on changes in motivation over the course of a lifetime. The topic addresses the significant changes in domestic tourism in recent years, particularly in connection with the COVID-19 pandemic and the resulting decline in its share below pre-pandemic levels. The aim of this thesis is to identify the main motivational factors influencing the travel behavior of Czech residents, compare their differences across selected generations, and determine how they change over the course of a lifetime. The literature review is based primarily on the Push and Pull theory of motivational factors and the Travel Career Pattern theory, complemented by generational theory and cultural context, based on Hofstede’s typology of national cultures. The research section combines qualitative and quantitative approaches. It includes in-depth interviews to identify meaningful connections between individual motivational factors, as well as a questionnaire survey for their preliminary verification. The results show that the main motivational factors include relaxation, spending time with close ones, creating experiences, and the natural and cultural richness of the destination, with the significance of individual factors varying across generations. At the same time, it was found that motivations change over the course of a person’s life, primarily depending on life and family circumstances. The main contribution of this thesis is a deeper understanding of the motivations for domestic tourism in the Czech context, a distinction between different types of destination attractions, and an identification of generational differences in the perception of motivational factors. The findings can be applied both to practice in the field of domestic tourism and to further research.