J 2026

The Use of Modern Marketing Communication Tools Across Generations

ŠVAJDOVÁ, Lenka and Miroslava KOSTKOVÁ

Basic information

Original name

The Use of Modern Marketing Communication Tools Across Generations

Authors

Edition

Ekonomická revue cestovného ruchu, SK, Banská Bystrica, 2026, 0139-8660

Other information

Language

English

Type of outcome

Article in a journal

Field of Study

50204 Business and management

Country of publisher

Slovakia

Confidentiality degree

is not subject to a state or trade secret

References:

Marked to be transferred to RIV

Yes

Organization unit

School of Business Administration in Karvina

Keywords in English

Generation X Y and Z; Marketing Communication; Modern Tools
Changed: 18/8/2026 10:00, Ing. Miroslava Kostková, Ph.D.

Abstract

In the original language

The article examines the use of modern marketing communication tools i tourism across generations. It is based on a primary survey conducted through an online questionnaire (CAWI) and focuses on differences among Generation X,Y and Z. Data was analysed using descriptive statistics, chi-square tests and ANOVA. The findings show that all generations recognize the benefits of digital tools for easier travel planning and improved experiences. mobile applications, online maps and virtual guides increase convenience and access to information. At the same time, trust in data security and privacy remains an important factor. interest in sustainable travel is growing across all generations, although preferences vary. The results point to the importance of user-friendly design, transparent communication and adapting marketing strategies to different generational segments.