Determinants of the behavior of generations X, Y, and Z as consumers in tourism

Abstract

One of the most evident changes can be observed in travel behaviour, as each consumer generation requires a different approach from the tourism industry. The study analyses the tourism preferences and behaviour of Generations X, Y, and Z in the Croatian tourism market. It examines travel habits, motivations, decision-making processes, and the role of digital technologies and social networks in travel planning. Based on a study of 150 respondents, significant differences between generations were identified in travel behaviour patterns. Generation X consumers still rely on traditional media and structure their travel plans in a more systematic way; however, they have also shifted, although to a lesser extent than younger generations, toward the use of various digital tools in recent years. Generation Y travellers are highly travel-oriented, emphasizing the use of digital platforms and social media for planning and booking trips. On the other hand, Generation Z, which is highly connected through social media, prefers spontaneity and unique experiences, while planning trips based on social media content and user-generated reviews. The findings emphasize the need for digitalized tourism offers, particularly for Generations Y and Z, which consider online platforms an integral part of the decision-making process. This paper contributes to understanding shifts in tourism behaviour across generations, thereby offering insights to stakeholders on how to align their products with the evolving needs of consumers. Future research should include a larger sample of respondents and apply more advanced statistical methods to better examine how generational travel behaviour evolves over time.