Cottagecore as an idealisation of rural life and a new dimension of tourist activity for Generation Z in rural areas

The aim of this paper is to present Generation Z as a potential target group for an agritourism product within the relatively new cottagecore aesthetic concept. Qualitative research identified the unique characteristics, behaviours and decision-making processes of Generation Z in travel. The second part involved a primary analysis to verify the hypothesis that the cottagecore phenomenon may represent a new type of agritourism product for Generation Z. An online survey was conducted with a total of 104 people who were members of cottagecore groups on Facebook. The results of the survey showed that there is potential to use the idea of cottagecore as an agritourism product, especially among representatives of generation Z. This group shows an interest in the countryside, particularly in experiencing village life, participating in activities typical for the movement, and engaging in farm life, which corresponds well with an agritourism model enriched by the cottagecore concept.