Přehled o publikaci

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.