Abstract
Researching travel trends of new generations is the first step for tourism providers towards modifying their offers in order to match target markets’ needs. The above represents this paper’s primary purpose. The motivation and behavior of the new generations, also known as Millennials or Generation Y and Post-Millennials or Generation Z, influence the contemporary tourism characteristics. They are both more than familiar with recent technology trends and usage. There are two main goals of this paper. The first is to determine the behavior of Generation Y and Z members during their stay in the tourist destination and their preferences in terms of company, accommodation and transport options. The second goal of this paper focuses on exploring the behavior of the Y and Z generation members related the dissemination of information about their stay in a tourist destination. Questions covered issues regarding review writing about a tourist destination or accommodation, the timing of writing - during or after returning from a tourist destination, the announcement of their travel intentions on social networks etc. A significant number of respondents post on social media and write online reviews regarding their travel experiences. The originality of the papers steams from the insufficient studies of the topic. The research methodology applied an online survey as the main research instrument. The main limitations are related to the minor geographical area researched.
 Keywords: online tourism behavior, generation Y, generation Z, buying behavior in tourism, visit phase, post purchase behavior in tourism.
Highlights
Investigating the purchasing behavior of tourists is important for understanding the differences in purchasing behavior between individual segments of tourists since, regardless of globalization, some segments of tourists or individual tourists have their own distinct purchasing behavior in which they differ from each other.This paper explores the key travel habits of younger generations on the gap of Generation Y and Z
Since the topic of travel consumer behavior is rather wide, the focus will be on the visit phase and the post-buying phase in leisure travel
The significance of the research is especially evident in light of the visit phase which lack studies, while in light of social media marketing, the post staying phase is tightly related to a growing trend of sharing experiences online and being influenced by reviews
Summary
Investigating the purchasing behavior of tourists is important for understanding the differences in purchasing behavior between individual segments of tourists (e.g. differences between tourists coming from different countries, differences between tourists of different cultures and customs, differences between tourists of different lifestyles, different hobbies, different interests and etc.) since, regardless of globalization, some segments of tourists or individual tourists have their own distinct purchasing behavior in which they differ from each other. This paper explores the key travel habits of younger generations on the gap of Generation Y and Z. Since the topic of travel consumer behavior is rather wide, the focus will be on the visit phase and the post-buying phase in leisure travel. The research aims to answer the following key questions: 1. Who do representatives of Gen Y and Gen Z travel with? The research aims to answer the following key questions: 1. Who do representatives of Gen Y and Gen Z travel with?
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