Międzypokoleniowe aspekty komunikacji marketingowej na przykładzie Parku Mużakowskiego

Abstract

Division of the tourism market based on age allows for a more accurate adjustment of tools and methods of communication to the needs of individual groups. This leads to increased benefits for both tourism product providers and tourists themselves, who appreciate a diversified offer that takes into account their lifestyle and expectations. Research on the tourist activity of generations X, Y and Z can be included in the process of creating marketing messages addressed to tourists visiting Muskau Park in the Lubusz Voivodeship. The HubSpot tool, literature and generational research provide a solid basis for marketing communication strategies, innovations and various forms of tourism.