Defining domestic destination attractiveness: Gen-Y and Gen-Z perceptions

Destination attractiveness influences tourists' destination choices and may be the most important determinant to visit or revisit a destination. This paper points out four approaches to destination attractiveness and deals with the most common one, the perceptive concept. Since perceived destination attractiveness is affected by familiarity with the destination, the paper focuses on the domestic tourism market. Bearing in mind the heterogeneity of domestic visitors, it focuses on young generations presenting a long-term perspective market. The aim of this study is to assess the perceived domestic destination attractiveness among GenY and GenZ and determine if there is a correlation between overall perceived destination attractiveness and the target market based on belonging to a specific generation. Research methods, combining sociological questioning through questionnaires, indicator of destination attractiveness ratio – DAR (originally designed by authors), importance-performance analysis (IPA), and expert panel were used. The results show that Slovakia and Czechia are attractive to young locals. Differences occur when comparing the perception of destination attractiveness by individual generations. The perceived attractiveness cannot, therefore, be examined on the example of heterogeneous visitors, as it has been common in the scientific literature until now; homogeneity of the target market is imperative.