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

In: Strategic Innovative Marketing

Author

Listed:
  • Alžbeta Kiráľová

    (University College of Business in Prague)

  • Iveta Hamarneh

    (University College of Business in Prague)

Abstract

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.

Suggested Citation

  • Alžbeta Kiráľová & Iveta Hamarneh, 2019. "Marketing Challenges of Sports Tourism Development in Destinations with Focus on Generation Y and Z," Springer Proceedings in Business and Economics, in: Damianos P. Sakas & Dimitrios K. Nasiopoulos (ed.), Strategic Innovative Marketing, pages 77-82, Springer.
    • Handle: RePEc:spr:prbchp:978-3-030-16099-9_10
    DOI: 10.1007/978-3-030-16099-9_10
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