Preference generace Z ve wellness turismu při volbě mezi lázněmi a wellness zařízeními

This master’s thesis analyzes the decision-making processes of Generation Z within the wellness tourism segment. It focuses on the criteria influencing the choice between traditional spas and wellness facilities. The primary objective of the research is to understand the attitudes of young self-payers who utilize these services as a form of voluntary relaxation, regeneration, and prevention, rather than as medically indicated treatment. The introductory part of the thesis defines the core concepts of wellbeing, wellness, and the spa industry, subsequently situating them within the context of the specific value priorities, digital habits, and consumer behavior of Generation Z. The methodological framework is based on a mixed-methods research approach utilizing an exploratory sequential design. A qualitative phase, consisting of semi-structured interviews, is followed by an AI-driven content and semantic analysis; the resulting insights are then verified and generalized through a quantitative questionnaire survey. Furthermore, the thesis provides proposals and recommendations aimed at adapting the offerings of wellness and spa facilities to the preferences of Generation Z.