Pregled bibliografske jedinice broj: 1235795
GENERATION Z’S MEDIA USE AND PREFERENCES AS A FOUNDATION FOR A DESTINATION MEDIA PLANNING PROCESS
GENERATION Z’S MEDIA USE AND PREFERENCES AS A FOUNDATION FOR A DESTINATION MEDIA PLANNING PROCESS // Handbook of Research on IoT, Digital Transformation, and the Future of Global Marketing / El-Gohary, Hatem ; Edwards, David (ur.).
Hershey (PA): IGI Global, 2021. str. 272-301
CROSBI ID: 1235795 Za ispravke kontaktirajte CROSBI podršku putem web obrasca
Naslov
GENERATION Z’S MEDIA USE AND PREFERENCES AS A
FOUNDATION FOR A DESTINATION MEDIA PLANNING PROCESS
Autori
Kos Kavran, Andrijana ; Herman, Daniel
Vrsta, podvrsta i kategorija rada
Poglavlja u knjigama, znanstveni
Knjiga
Handbook of Research on IoT, Digital Transformation, and the Future of Global Marketing
Urednik/ci
El-Gohary, Hatem ; Edwards, David
Izdavač
IGI Global
Grad
Hershey (PA)
Godina
2021
Raspon stranica
272-301
ISBN
9781799871927
Ključne riječi
media planning, generation marketing, generation z, tourist destination
Sažetak
The purpose of this paper is to explore the media use and preferences of Generation Z as a foundation for destination media planning. This paper used a quantitative method with a questionnaire used as primary data source with a sample of 299 respondents. Data were analysed using descriptive statistic method. The results showed that the majority of Generation Z uses and prefers online media while at the same time offline media shouldn’t be ignored. This paper provides recommendations for the destination marketing organizations (DMO’s) and media planners to better understand the media habits of Generation Z to use them as a valuable input for destination media planning.
Izvorni jezik
Engleski
Znanstvena područja
Ekonomija
POVEZANOST RADA
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