Marketing Challenges of Sports Tourism Development in Destinations with Focus on Generation Y and Z

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F26441021%3A_____%2F19%3AN0000002" target="_blank" >RIV/26441021:_____/19:N0000002 - isvavai.cz</a>
Result on the web
<a href="https://www.springer.com/gp/book/9783030160982" target="_blank" >https://www.springer.com/gp/book/9783030160982</a>
DOI - Digital Object Identifier
<a href="http://dx.doi.org/10.1007/978-3-030-16099-9_10" target="_blank" >10.1007/978-3-030-16099-9_10</a>

Result language
angličtina
Original language name
Marketing Challenges of Sports Tourism Development in Destinations with Focus on Generation Y and Z
Original language description
Destinations must understand the visitors’ attitude to their offer, the visitors’ requirements and preferences to compete in the tourism market. Marketing sports tourism requires sport and the destination to be cross-leveraged to optimize the quality of experiences of visitors. Taking into account the impact of young people, particularly those belonging into Generation Y and Z (Gen Y, Gen Z), on the sports tourism development in destinations, this study examines the preferences of these two segments in the Czech Republic. The study results from Gen Y and Gen Z respondents’ answer focusing on their perception of sports tourism including decision making, costs, the frequency of participation, and kind of sports. The results indicate significant differences between Gen Y and Gen Z behavior. The discussion addresses how the destinations can interpret the results of the study for destination marketing purposes to increase not only the visitation of Gen Y and Z but also their involvement in sports.
Czech name
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Czech description
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Publication year
2019
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

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