ABSTRACT:
The impact of Generation Z on the tourism market requires a better understanding of their behaviour in this area. As the generation with the strongest digital connection, Generation Z strongly influences trends in domestic and foreign tourism, marketing communication, and the use of artificial intelligence in destination marketing. The aim of this article is to describe the travel behaviour of Generation Z in Slovakia, focusing on the frequency of travel, motivation to travel, the use of social media, and the role of artificial intelligence in this generation’s travel planning. To obtain the data, quantitative research was conducted using a questionnaire survey carried out amongst Generation Z in Slovakia. The results were analysed to identify patterns in travel frequency, use of digital tools, and behaviour when sharing experiences. The study plans to expand the research with qualitative methods to gain a deeper understanding of certain contexts. The results show that this cohort prefers experience-oriented travel, is influenced by social networks, and increasingly uses artificial intelligence tools for planning and decision-making, including when travelling.
KEY WORDS:
AI, destinations, Generation Z, marketing, social media, travel
DOI: https://doi.org/10.34135/communicationtoday.2026.Vol.17.No.1.11