How attractive can Cultural Landscapes be for Generation Y?


  • Ivett Sziva Budapest Metropolitan University
  • Richárd Zoltay Glion Institute of Higher Education



Cultural landscapes, Generation Y, Cultural tourism, World heritage


The economic significance of Generation Y has been improving. The members of this segment are the so called Internet aboriginals, those who have high needs regarding technological solutions in their ordinary life and on their trips as well. Further on, they have greater focus on their special interests, the authenticity and the so called edutainment activities during their travels. Creating the best experiences fitting their needs is rather challenging. According to the propositions, cultural sites and landscapes must change their traditional perspectives regarding raising awareness and interpretation so as to catch the Generation Y and open up for technology, mobile applications, location-based services, interactive solutions and exciting interpretation. The main aim of the paper is to give a valid picture of the special needs of Generation Y to support the better understanding of their lifestyle and travel needs. Further on, the newest technological solutions are described in the area of online sales and communication, and interpretation tools could be useful for cultural landscapes. Finally, based on the results of a quantitative survey, recommendations are given for the two Hungarian cultural landscape, Tokaj Wine Region Historic Cultural Landscape and Fertö / Neusiedlersee Cultural Landscape so as to improve their attractiveness for Generation Y, by developing their online and mobile presence and interpretation through the newest technological solutions.


Buhalis, D. (2003) ETourism - Information technology for strategic tourism management. Prentice Hall, Englewood Cliffs, NJ.

Buhalis, D. (2000) Marketing the competitive destination of the future, Tourism Management, vol. 21, 2000, issue 1, 97.

Cooper, C. et al (1998) Tourism principles and practices, Longman Ltd. Singapore, 1998.

Crouch, G.I.- Ritchie, J.R (2000) The competitive destination: A sustainability perspective. Tourism Management vol. 21.

Cuccia, T. et al (2016) The effects of UNESCOWorld Heritage List inscription on tourism destinations performance in Italian regions, Economic Modelling 53 (2016) 494–508.

Dembkowski, S. (2009) Seven steps of effective coaching, In: Computer Press, Brno, p. 14-17.

Evangelu, J. E. (2015) Generation Y and the reality of her motivation in their personal and professional development, In: Czech Hospitality & Tourism Papers, p. 59-65.

Flagestad, A. (2002) Strategic Sources and Organisational Structure in Winter Sport Destinations. (PhD Dissertation) University of Bradford, UK (2002) In: Flagested et al. (2009). (2016) Photo of Ferto-Neusiedler Cultural Landscape, at URL:

Franzidis & Hirtz (2014) Profiling the Gen Y tourist, Tourism Research Notes, Vol. 62/ No. 3/ 2014/ 323 – 330.

Fountain, J. & Charters, S. (2010) Generation Y as wine tourists: their expectations and experiences at the winery-cellar door, In: Tourism & Generation Y, p. 47-57, Cambridge, MA.

Gáspár, B. (2014) A turisztikai mobil applikációk sikertényezői Tokaj példáján levezetve – The success factors of the tourism mobil applications, particularly in the case of Tokaj , szakdolgozat, BKF, Budapest.

Horkay, N. (2003) Turisztikai márka és márkapolitika a deszetináció-menedzsmentben, I-II. rész., Turizmus Bulletin, VII. évfolyam, 1-2. szám.

Jennings, G. & Stehlik, D. (2010) Mediated authenticity: The perspective of farm tourism providers, In: 32nd Annual Conference of the Travel and Tourism Research Association, Fort Myers, Florida.

Kaspar, C. (1992) Turisztikai alapismeretek. KIT, Budapest.

Kiss, F. et al. (2015) Modern ICT technologies – situations and trends. In: Kiss F (szerk.) (2015) Tourism and ICT aspects of Balkan wellbeing, INFOTA, 2015. pp. 155-187.

Kiss, F. – Horváth, A.- Bassa, L. – Benkő, Zs.-Szanyi, I. (2015) Az informáiómeenedzsment szerepe a vonzerők prezentációjában és a kulturális örökség megőrzésében. In: Kiss F (szerk.) (2015).

Kraft A. et al. (2014) Tokaj Fejlesztési Terve – Development Plan For Tokaj - Oszágos Városmarketing Verseny, Miskolc.

Kruger, M., Saayman, M. & Viljoen, A. (2016) Who visits the Kruger National Park, and why? Identifying target markets, In: Journal of Travel & Tourism Marketing, 33(4).

Leask, A., Fyall, A. & Barron P. (2013) Generation Y: An agenda for future visitor attraction research, In: International Journal of Tourism Research, 16, p. 462-471.

MacLeod, N. (2006) Cultural Tourism: Aspects of Authencity and Commodification. In: Smith, M. - K. Robinson, M. (2006).

Mill, R.C. – Morrison, A.M. (1992) The tourism system, Printece-Hall, Englewood Cliffs.

Mintel Oxygen (2009) Leisure intelligence: UK – edutainment or escapism?,

Retrieved from:

Morgan, M. et al. (2009) Has the experience economy arrived yet? The views of destination managers, In: International Journal of Tourism Research, 11, p. 201-216.

Moscardo, G. & Benckendorff, P. (2010) Mythbusting: Generation Y and travel, In: Tourism and Generation Y, p. 16-26, Cambridge, MA.

Pendergast, D. (2010) Getting to know the Y generation, In: Tourism and Generation Y, p. 1-15, Cambridge, MA.

Piskóti et al. (2002) Régió-, és településmarketing, Akadémia Kiadó, Budapest.

Phocuswright (2014) Phocuswright’s European Traveler Technology Survey 2014;In. Tourism Australias (2015).

Phocuswright (2015) Global Online Travel Overview Third Edition, In: TourismAustralia, Distribution Evolution: How Travelers Search, Shop, Buy and Share, 2015.

Poon, A. (1993) Tourism, Technology and Competitive Strategies. CAB International, Wallingford, In: Sziva, I. (2010).

Prensky, M. (2008) Education for the millennial generation should reflect its digital upbringing, In: The Millenial generation, p. 93-103, Greenhaven Press.

Stumpf, Zs (2015) Tokaj fejlesztési és márkázási terve, prezentáció, BKF, Desztináció-, és örökségmenedzsment specializéció, Budapest.

Sziva, I. (2010) Turisztikai desztinációk versenyképességének értelmezése és elemzése, PhD Értekezés, Budapesti Corvinus Egyetem.

Sziva, I. (2009) Az e-business kooperatív turisztikai adaptációja : „A kicsi , a szép esélyei hazánkban”; Vezetéstudomány; XL. évfolyam 9. szám 2009. szeptember.

Smith, M.K. – Robinson, M. (2006) Cultural tourism in a changing world. Politics, participation and (re)presentation. Channel View Publications, Cleveland, Buffalo, Toronto. (2016) Photo of Tokaj – Hegyalja Cultural Landscape. at URL:

Strielkowski, W. et al. (2012) Tourism, Cultural Heritage and E-Services: Using Focus Groups to Assess Consumer Preferences, Tourismos: An International Multidisciplinary Journal of Tourism, Vol. 7, No 1, pp. 41-60.

WWWmetrics (2014) Growth of the travel industry online. At URL: In: Kiss, F. et al. (2015).

UNESCO (2016a) Tokaj Wine Region Historic Cultural Landscape . At URL:; On. 23.04.2016.

UNESCO (2016b) Fertő/Neusiedlersee Cultural Landscape, at URL: On: 23.04.2016.

UNESCO (2012) UNESCO/UBC VANCOUVER DECLARATION, The Memory of the World in the Digital Age:Digitization and Preservation, At URL:; on 18.04.2016.

UNESCO (2006) Towards Sustainable Strategies for Creative Tourism, At URL: helye: On.18.04.2016

UNESCO (2002) Cultural Landscapes: the Challenges of Conservation. At URL: On: 04.19.2016.




How to Cite

Sziva, I., & Zoltay, R. (2016). How attractive can Cultural Landscapes be for Generation Y?. Almatourism - Journal of Tourism, Culture and Territorial Development, 7(14), 1–16.