Integrated Marketing Communications for different generations with reference to tourism
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| Format: | Thesis |
| Kulcsszavak: | Generational differences Generational marketing generations Social media Travel decision-making |
| Online Access: | http://dolgozattar.uni-bge.hu/39645 |
| Abstract: | The aim of this research is to evaluate the relationship between marketing channels and the travel decision-making process of different generations. It is based on the hypothesis that younger generations, specifically generation z, rely almost exclusively on social media, whereas older generations, such as generation x and baby boomers, are presumed to have a weaker online presence. This hypothesis is debunked as these older generations have adapted to modern technology. The analysis of the primary research which was conducted in the form of a questionnaire, answered the research questions on whether there is a difference between generations, specifically a marketing platform’s efficiency on multiple generations and which generation is targeted best by which marketing platform when making travel-related decisions. During the analysis of the questionnaire responses, it was discovered that there was a small discrepancy between Generation Z members' responses. This distinction was between members under the age of 21 and members over the age of 21, dubbed "Zillennials." |
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