ABSTRACT
This chapter presents the buyer persona tool and its applications in tourism. The implementation of personas in the activities of tourism enterprises allows better understanding of customer needs, behaviors, and motivations which, in turn, helps adapt marketing strategies, personalize communication, optimize marketing campaigns, and increase customer loyalty. This chapter presents a profile of tourists representing generations Z, Y, X and Baby Boomers (BBs), as identified using the aforementioned research tool. The main objective is to identify the behavior and the decision-making process for purchasing package holidays. The research found that while all generations make decisions about package holidays primarily based on reviews and testimonials and pay attention to value for money, at the same time generations BB and X prefer safe, fully organized trips by travel agents, while Y and Z, using online booking and social media extensively, combine convenience with the search for authentic, unique experiences, showing a greater inclination towards spontaneous, budget solutions. These differences underline the value of using buyer persona and customer experience measurement to fine-tune travel offerings to meet the varying needs and motivators of each age group.
