Young tourists' utility of visiting a historically significant city: a multi-criteria analysis

Cities are an important part of cultural heritage and tourism in Europe. In order to maintain the long-term competitiveness of the region, urban destinations need to adapt to the young Generation Z, which has been active in the recovery of tourism after the pandemic and the economic crisis. The aim of this thesis is to develop a methodology for analysing the utility of visiting historically significant cities for Czech university students belonging to Generation Z. The weighted sum method is used to achieve the stated objective. Using a literature search, in-depth interviews and the data obtained from interactions with artificial intelligence, 19 criteria are established, where the quality of each criterion is evaluated using a five-point scale. A methodology is prepared for this evaluation. The weights of each criterion are determined using Fuller and Saaty's method. In order to verify the applicability of the prepared methodology, a pilot test is carried out on the cities of Prague and Florence. The findings of the thesis and the prepared methodology provide valuable information for destination management and tourism service providers.