DETERMINANTS OF THE BEHAVIOR OF GENERATIONS X, Y, Z AS CONSUMERS IN TOURISM
DETERMINANTS OF THE BEHAVIOR OF GENERATIONS X, Y, Z AS CONSUMERS IN TOURISM
Abstract
Turistička industrija suočava se s izazovima prilagodbe dinamičkom specifičnom ponašanju različitih generacija potrošača. Rad se bavi analizom turističkih preferencija i ponašanja generacija X, Y i Z na turističkom tržištu Republike Hrvatske. Fokus istraživanja je na identifikaciji specifičnih navika, motiva i procesa donošenja odluka prilikom putovanja, kao i na korištenju tehnologije i društvenih mreža u planiranju putovanja, kao i ulozi ovih alata u donošenju odluka o odredištima. Rezultati provedenog istraživanja pokazuju značajne razlike u ponašanju turista među generacijama. Generacija X, iako sklonija tradicionalnim turističkim destinacijama i planiranju putovanja kroz klasične medije, koristi digitalne alate, ali u manjoj mjeri od mlađih generacija. Generacija Y pokazuje izrazitu sklonost putovanjima, posebice u digitalnom okruženju, s naglaskom na aktivno korištenje društvenih mreža i online portala za planiranje i rezervaciju putovanja. Generacija Z preferira kratka, spontana putovanja s nekonvencionalnim iskustvima i uvelike se oslanja na društvene mreže kao ključni alat za donošenje odluka o odredištima. Na temelju rezultata istraživanja izvedeni su zaključci o digitalizaciji turističke ponude u Republici Hrvatskoj, posebno prilagođenoj generacijama Y i Z, koji se pri odabiru destinacija oslanjaju na online recenzije, digitalne platforme i društvene mreže, kao i prilagođenost marketinških strategija i promotivnih aktivnosti na karakteristike generacija.
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Copyright (c) 2026 Marina Guzovski, Kata Gedžić
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