THEORY OF GENERATIONS IN TOURISM: TRANSFORMATION OF DEMAND AND DEVELOPMENT OF THE SERVICE MARKET

The article explores the application of generational theory to the analysis of tourist preferences. The concept of Howe and Strauss, which considers generations as social cohorts formed under the influence of historical and economic factors, is analysed. It has been determined that taking into account age characteristics contributes to the development of effective marketing strategies in tourism. The tourist preferences of generations are studied: Baby Boomers (1943-1963) choose comfort, organised tours, cultural and health tourism; Generation X (1964-1982) combines comfort with active recreation, prefers ecotourism and gastronomic travel; Millennials (1983-1996 (2000)) actively use digital technologies, choose non-standard and eco-friendly routes; Generation Z (1997 (2000)-2012) focuses on personalised travel and social trends; Generation Alpha (2013 onwards) is characterised by the integration of technology and environmental awareness. It has been established that the adaptation of tourism services to the needs of different generations will contribute to the development of the industry, the use of digital technologies and personalised solutions.