Integrated Marketing Communications for different generations with reference to tourism
Elmentve itt :
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| További közreműködők: | |
| Dokumentumtípus: | Diplomadolgozat |
| Kulcsszavak: | Generational differences Generational marketing generations Social media Travel decision-making |
| Online Access: | http://dolgozattar.uni-bge.hu/39645 |
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| 001 | dolg39645 | ||
| 005 | 20220402095821.0 | ||
| 008 | 220402suuuu hu om 000 eng d | ||
| 040 | |a BGE Dolgozattár Repozitórium |b hun | ||
| 041 | |a en | ||
| 100 | 1 | |a Várady Mária Magdolna | |
| 245 | 1 | 0 | |a Integrated Marketing Communications for different generations with reference to tourism |c Várady Mária Magdolna |h [elektronikus dokumentum] |
| 520 | 3 | |a 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." | |
| 695 | |a Generational differences | ||
| 695 | |a Generational marketing | ||
| 695 | |a generations | ||
| 695 | |a Social media | ||
| 695 | |a Travel decision-making | ||
| 700 | 1 | |a Weninger Ágnes Rita |e ths | |
| 856 | 4 | 0 | |u http://dolgozattar.uni-bge.hu/39645/1/Integrated%20Marketing%20Communications%20for%20different%20generations%20with%20reference%20to%20tourism.pdf |z Dokumentum-elérés |