How attractive can Cultural Landscapes  be for Generation Y?

Ivett Sziva; Richárd Zoltay

doi:10.6092/issn.2036-5195/6225

Authors

Ivett Sziva Budapest Metropolitan University
Researcher consultant, and senior Professor in Tourism at the Budapest Metropolitan University and Corvinus University of Budapest. Ivett takes part in academic researches, and is mostly committed to qualitative methods. She lectures and has publications in the topic of destination and attraction management, competitiveness, health- and clinical-tourism, and e-tourism. At present, she focuses her research work on the newest trends of destination management and cultural tourism.
Richárd Zoltay Glion Institute of Higher Education
graduated from Corvinus University (Business and Management) and Glion Institute of Higher Education (Master of Business Administration (MBA), International Hospitality & Service Industries Management with Leadership Specialization). In his career he has gained experiences in several field from hotel sector to FMCG area, as well as consultancy. He takes a part in academic researches mainly in the area of ICT and competitiveness particularly in tourism.

DOI:

https://doi.org/10.6092/issn.2036-5195/6225

Keywords:

Cultural landscapes, Generation Y, Cultural tourism, World heritage

Abstract

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.

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How attractive can Cultural Landscapes be for Generation Y?

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