Návrh produktu oblasti cestovního ruchu pro generaci Z

The diploma thesis examines the field of new product development in tourism for generation Z and uses creative methodology Design Thinking. The method is based on a comprehensive understanding of the customer’s needs in order to create a product designed specifically for them. The theoretical part of the thesis defines stages of Design Thinking and mentions several approaches to put the topic into context. It also describes the target segment of generation Z and other methods used in marketing research. The methodological part explains the process of research and connects the stages with mentioned marketing methods. In the practical part, the Design Thinking process is applied to the travel product development. The main goal of this thesis is to create a new product or service. The output is a new product designed exactly according to the requirements and needs of the users.