Tourism through the prism of generations: from baby boomers to zoomers

The article considers tourist preferences depending on belonging to a particular generation. Such an important aspect as the role of technological progress in the industry under study is investigated. Based on the systematization of theory and analysis of the experience of the development of the Russian tourism market, the trends in the development of tourist destinations that meet the unique preferences and values of each generation are formulated. The criteria of maintaining a balance between traditions and innovations in tourist offers are considered, which allow satisfying the interest of the majority of representatives of generations. The tools and methods of attracting and retaining customers (belonging to different generations) in tourism are studied. It is concluded that the theory of generations is becoming a tool through which the tourism and hospitality industry can obtain valuable information about consumer behavior, preferences and expectations.