Generational Differences in Motivational Drivers and Travel Preferences: An Exploration of International Travel Behavior of Slovak Women

Abstract

Exploring international travel behavior helps to understand the diverse factors that motivate travelers across cultures and demographics, offering valuable insights into their unique travel patterns and preferences. This paper examines generational differences in motivational drivers and travel preferences among Slovak women, focusing specifically on their international travel behavior. The study investigates how different generations (X, Y, Z) influence various aspects of travel, including travel preferences for domestic versus foreign destinations, seasonal preferences, transportation choices, travel companions, travel arrangements, and motivation levels. Data were collected through a questionnaire survey of 269 Slovak women. The hypotheses were tested using the Chi-square and Kruskal–Wallis tests. While some factors, such as transportation choices and travel companions, appear unaffected by generational identity, others—such as seasonal preferences, travel arrangements, and certain motivations (e.g., fun, pilgrimage, and education)—show clear generational differences. These findings contribute to a better understanding of women’s travel patterns and offer practical insights for tourism professionals aiming to develop more personalized and effective tourism offerings for diverse women travelers.

1. Introduction

Tourism is a major source of income for many regions, and its impact on the daily lives of residents is significant, particularly in terms of their travel behavior (Morfopos et al., 2023). Travel and tourism activities involve individuals journeying from one place to another, transitioning from familiar surroundings to new and refreshing environments, moving between countries, shifting from psychological stress to opportunities for relaxation, and progressing from desires to fulfillment (Beeton, 2015).

Consumer behavior is a fascinating yet challenging area of research. This is especially relevant in the tourism industry, where consumers’ purchase decisions often carry emotional significance (Stanciu & Țichindelean, 2010). Consumers are influenced by a variety of internal and external motivators and determinants when choosing products. Investigating how these factors affect consumer decision-making is challenging, as their influence can vary depending on the type of product or service being purchased (Swarbrooke & Horner, 2007).

Motivation is one of the greatest drivers of human behavior (Whyte, 2017). Motivation refers to the processes that drive individuals to act in certain ways, arising when a consumer develops a need they wish to satisfy (Solomon, 2004). Motivation is a key variable in explaining tourist behavior and is often regarded as one of the most important factors (Katsikari et al., 2020), as it serves as the driving force or catalyst for tourist activities and behavior (Zhang et al., 2023).

Understanding the key factors that influence tourists’ behavior at a destination is crucial, as these factors can significantly impact their decision to visit (George & George, 2004). Behavioral intention refers to the extent to which an individual plans to perform or refrain from performing a particular action (Ajzen, 1991). In this context, behavioral intention is subjectively determined by the consumers, who, in this case, are the tourists (Chua et al., 2020).

Building on the understanding of tourist behavior and the role of behavioral intentions, it becomes important to explore how various aspects of travel vary across different demographic groups. This paper focuses on generational differences—specifically among Generations X (born 1965–1980), Y (1981–1996), and Z (1997–2012) (Popşa, 2024)—to gain deeper insights into the evolving motivational drivers and travel preferences of Slovak tourists. It is important to note that there is no universal consensus on the exact range of birth years that define each generation, as different researchers and institutions may apply slightly varying criteria depending on cultural, historical, and regional contexts (Wahyuningsih et al., 2022).

The aim of this paper is to examine generational differences in motivational drivers and travel preferences among Slovak women, focusing specifically on their international travel behavior. Through a series of hypotheses, this study investigates how different generations (X, Y, Z) influence various aspects of travel, including travel preferences for domestic versus foreign destinations, seasonal preferences, transportation choices, travel companions, travel arrangements, and motivation levels when traveling abroad. The decision to focus exclusively on women stems from their growing influence in the travel industry, not only as decision-makers and planners but also as a demographic with distinct travel behaviors and motivations. By analyzing these factors, the paper offers a deeper understanding of the travel behavior of Slovak women across generations. This study is distinctive in that it focuses exclusively on women as the research sample, enabling a more nuanced exploration of their specific travel behaviors and preferences. By examining international travel behavior through a generational and gender-specific lens, this study aims to contribute to a more nuanced understanding of travel motivation in contemporary Slovak society. The role of women in tourism has increasingly gained scholarly attention, recognizing that gendered perspectives offer critical insights into travel motivations, decision-making, and consumption patterns. Women-oriented tourism research not only enhances theoretical understanding but also contributes to gender-sensitive tourism development and policy. Several studies have explicitly focused on women’s travel behavior, preferences, and challenges within various tourism contexts (e.g., Bayanbayeva et al., 2023; Uludag et al., 2023; Wang et al., 2023; X. Wu et al., 2025).

2. Literature Review

2.1. Travel and Tourism Behavior in Tourism Research

Understanding tourist behavior and the underlying motivations that drive travel decisions is fundamental in tourism research. Travel motivation—defined as the internal psychological factors that influence an individual’s decision to travel—plays a crucial role in destination choice, activity selection, and overall travel experience (Kim & Kim, 2020; Jun & Kim, 2023). Researchers have long sought to categorize travel motivations, often distinguishing between push factors (e.g., relaxation, escape, self-discovery) and pull factors (e.g., destination appeal, affordability, cultural offerings), a framework originally introduced by Dann (1977) and further applied in recent studies (e.g., Singh et al., 2024).

Several studies have developed conceptual models to segment tourists based on motivation. For example, Jun and Kim (2023) identified six primary motivations for wellness tourism—ranging from health improvement to novelty and social connections—and used these to define market segments. Similarly, Todd (2001) proposed the self-concept model as an alternative segmentation approach, emphasizing how tourists’ self-perception influences their travel preferences and behavior. This suggests that motivational research is not only about listing drivers but also about understanding how identity and lifestyle intersect with travel choices.

Moreover, Stanciu and Țichindelean (2010) offer a useful distinction between primary demand (why individuals travel in general) and selective demand (why a particular destination is chosen), providing a two-tiered framework that underlines both broad and specific motivations. These concepts align with studies that examine motivational influence on behavioral intentions—especially how service quality, emotional fulfillment, and prior experiences shape decision-making (Dimanche & Havitz, 1995; Jun & Kim, 2023).

Beyond motivation, other dimensions of tourist behavior have also been explored. For instance, gender and socioeconomic status significantly influence travel patterns, as seen in Tatah et al. (2022), who noted lower mobility and more constrained travel options among women and low-income individuals. Environmental values and sustainability have also emerged as key motivational themes, particularly among younger generations. Geng et al. (2017) and Khan (2023) found that while environmental concern is a growing motivator, actual behavior often reflects compromises driven by convenience, cost, and infrastructure.

Despite the breadth of research, few studies have examined travel motivations through a generational lens, particularly in the Central European context. While studies such as Van den Berg et al. (2010) and Moore et al. (2013) address age-based travel differences, they stop short of analyzing the motivational drivers unique to Generations X, Y, and Z. This gap is particularly relevant given the evolving preferences of younger generations, who often value authenticity, digital convenience, and sustainability in travel. Furthermore, the role of gender in motivational variation remains underexplored, with most studies addressing barriers rather than internal motivators.

Given this, the present study aims to fill these gaps by investigating generational differences in travel motivations and preferences among Slovak women—a demographic group whose travel behavior is often shaped by both personal aspirations and structural limitations. By doing so, the study contributes to a more nuanced understanding of how motivations evolve across generations and gender within the context of international travel.

2.2. Generational Perspectives in Tourism Research

Generational theory posits that individuals within the same generation possess distinct characteristics, values, beliefs, interests, and expectations that set them apart from other generational cohorts (Strauss & Howe, 1997). In most cases, each generation is associated with a set of core values that influence their behavior. These values play a significant role in shaping how individuals act and make decisions, particularly regarding consumption habits. While the beliefs and behaviors of individuals within a generation are not always identical, common patterns emerge in how each generation behaves and consumes, distinguishing them from previous and future generations. The unique combination of values, attitudes, and behaviors within each generation has notable implications for their engagement with various aspects of society, including both public and social spheres (X. Li et al., 2013).

Studying generational differences in specific areas, such as tourism, is crucial, as it provides valuable insights into the unique needs, preferences, and behaviors of each generational cohort. By recognizing these variations, businesses and service providers can better tailor their offerings to meet the distinct demands of different generations. This approach not only ensures more personalized and relevant experiences for travelers but also enables the development of targeted strategies that resonate with each group. Understanding these generational differences is essential for enhancing customer satisfaction and achieving sustained success in industries that cater to a diverse clientele. Therefore, in tourism research, applying a generational theory perspective can yield valuable practical insights for tourism destinations (X. Li et al., 2013).

Several scientific studies have examined tourist behavior across different generations, aiming to better understand the varying preferences, motivations, and travel patterns of cohorts such as Baby Boomers, Generation X, Millennials (Generation Y), and Generation Z.

While some studies focused broadly on generational comparisons, others concentrated on a single cohort to explore specific behavioral dimensions. A significant body of recent research has examined Generation Z, particularly in relation to sustainability and responsible tourism. For instance, Puiu et al. (2022) explored recycling and waste reduction behaviors among Romanian Generation Z travelers, while Salinero et al. (2022) analyzed pro-sustainable tourism behaviors among Generation Z travelers in the U.K. Balińska et al. (2024) extended this line of inquiry by focusing on environmentally and socially conscious travel habits of Generation Z women, and Schönherr and Pikkemaat (2024) researched the environmentally sustainable tourism attitudes and responsible behavioral intentions of Generation Z from Austria. Collectively, these studies highlight a growing trend of eco-conscious behavior among younger travelers, emphasizing the significant role of sustainability as a defining value in Generation Z’s tourism behavior.

Technology use and digital behavior have also been key themes in generational tourism research. Șchiopu et al. (2016) examined Generation Y’s tourist behavior in Romania, focusing on the influence of new technologies, while Rita et al. (2019) compared the travel motivations of Generation Y in the U.S. and the U.K., exploring how these motivations differ or align across cultures. Camargo et al. (2024) contributed to the understanding of older generations by analyzing Baby Boomers’ perceptions of ICT in smart tourism destinations in Brazil, focusing on their perceived usefulness, risk perception, and intent to adopt such technologies.

The COVID-19 pandemic also prompted several studies examining how health-related risk perceptions affected travel behavior, especially among Generation Z. C. Li and Huang (2022), using the Theory of Planned Behavior, found that perceived health and psychological risks reduced Generation Z’s intentions to engage in wellness tourism, with attitudes mediating the influence of subjective norms and behavioral control. Complementing this, A. Q. Wu and Lau (2022) employed Protection Motivation Theory to investigate how negative emotions triggered by the pandemic influenced Generation Z’s value orientations and led to increased travel avoidance. Their study showed that emotions such as fear were linked to altruism, while milder distress encouraged goal-oriented behavior, both of which indirectly affected travel intentions.

Together, these studies provide a nuanced understanding of generational influences in tourism—from sustainability and technology adoption to responses to global crises—underscoring the need to consider generational identity as a complex, context-sensitive factor in travel behavior research.

In contrast to studies focusing on single cohorts, a growing body of research has examined generational differences in tourism behavior. Several foundational studies have addressed broad intergenerational contrasts.

X. Li et al. (2013) identified generational differences among U.S. tourists in terms of information source preferences, destination visitation history, future destination choices, destination evaluation criteria, and travel activity preferences. A similar study was conducted by Huang and Lu (2017) with Chinese respondents. Gardiner et al. (2014) explored the impact of generational differences on the travel decision-making process, as well as the future travel beliefs, attitudes, and intentions of three Australian generations.

More recent studies have focused on specific behavioral patterns or digital engagement across cohorts. For example, Octaviany and Mardiyana (2024) investigated the differences between Generation X and Generation Z across several factors influencing travel preferences and behavior, including destination selection, budget and expenditures, health conditions, ease of accessibility, and digital and technology trends. Lin et al. (2022) examined the differences between Generation X and Generation Y in terms of their degree of tourism information sharing, self-disclosure, and tourist-to-tourist interaction. Slivar et al. (2019) explored key aspects of travel behavior among Generation Y and Generation Z, focusing on their travel preferences and post-purchase behaviors. The study examined patterns in areas such as travel companions, transportation choices, accommodation preferences, and engagement with tourism reviews.

Uysal (2022) provided a broader generational perspective, surveying travelers from Generation X, Y, and Z to understand their information-seeking behaviors, travel planning criteria, and preferences regarding transport, trip length, accommodation, payment, and feedback methods. Monaco (2018) studied Italian tourists from Generation Y and Z, focusing on their use of new technologies for trip planning, holiday activities, and content sharing. Reisenwitz and Fowler (2019) compared the tourist information search behaviors of Generation Y and Generation X, highlighting the differences in their approaches.

Several studies have emphasized how generational perspectives shape reactions to technological innovation in tourism. Botezat et al. (2024) explored how Baby Boomers, Generation X, Y, and Z assess smart destination attributes, highlighting how perceived importance and performance of services vary across age groups. Their findings point to the need for generational customization in smart tourism development. Correia et al. (2025) examined how generational identity moderates the influence of user-generated content on destination image, showing that different cohorts interpret digital content through distinct cognitive and emotional filters. In a similar vein, Seyfi et al. (2025) found that while Generation Z values usability in AI-generated travel advice, Generation X prioritizes privacy and security, underlining trust and transparency as critical to adoption—especially for younger users.

Finally, pandemic-related studies have also addressed intergenerational responses to travel risk. Lebrun et al. (2022) analyzed French travelers’ intentions for summer 2020 vacations and found that perceived health risks, lockdown regulations, and pandemic uncertainty led to demographic and generational differences. Their results suggest a pivot toward proximity tourism, with preferences shaped by each cohort’s risk tolerance and adaptability.

2.3. Development of Hypotheses

Rather than relying solely on prior theoretical frameworks, the current study develops its conceptual foundation within the hypothesis development section that follows. While the existing literature on tourist behavior and generational differences provides an empirical background, the theoretical basis for this study is elaborated through specific assumptions leading to the formulation of testable hypotheses. In this sense, the subsequent section establishes the theoretical reasoning that underpins our research framework.

2.3.1. Hypothesis 1

Studying generational preferences for domestic versus foreign travel provides valuable insights for understanding travel behavior and enhancing targeted marketing strategies. Social media and online platforms have standardized access to travel-related content, enabling individuals from all generations to easily gather information and plan their trips (Pencarelli, 2020; Hysa et al., 2021). As a result, generational differences in travel preferences regarding domestic and foreign destinations may become less pronounced over time, leading to more convergent travel behaviors. Therefore, we propose the following:

Hypothesis 1.

There is no significant relationship between generation (X, Y, Z) and travel preference for domestic versus foreign destinations.

In other words, the distribution of travel preferences—whether individuals favor domestic or foreign travel—is independent of generational cohort.

2.3.2. Hypothesis 2

Weather and climate play a crucial role in influencing travel decisions and overall tourist satisfaction (Steiger et al., 2016). Given the distinct lifestyles, priorities, and life stages of different generations, preferences for travel timing should vary accordingly. Generational differences can shape their seasonal travel preferences (Liu et al., 2015); therefore, we propose the following:

Hypothesis 2.

There is a significant relationship between generation (X, Y, Z) and the preference of women to travel abroad in at least one of the four seasons (spring, summer, fall, or winter).

This hypothesis suggests that the preference to travel abroad in at least one season is influenced by the generation of the women, which would indicate a dependence between the two variables across the seasons.

2.3.3. Hypothesis 3

The movement of visitors is a critical issue for tourist cities and regions (Gutiérrez & Miravet, 2016). Tourism would not be possible without the essential support of transportation (Le-Klähn & Hall, 2015). Transportation is not only a fundamental necessity but also a key factor that attracts tourists to certain destinations (Nutsugbodo et al., 2018). Advances in transportation technology, the widespread availability of low-cost travel options (Eugenio-Martin & Inchausti-Sintes, 2016), and the increasing accessibility of various modes of transport may reduce the influence of generational differences on transport preferences. Therefore, we propose the following:

Hypothesis 3.

There is no significant relationship between generation (X, Y, Z) and the preferred type of transport (plane, car, train, bus) for women traveling abroad.

We argue that people of all generations (X, Y, Z) generally prefer the same types of transport for traveling abroad (Uysal, 2022). For instance, flying by plane is likely to be the most common choice for long-distance travel, regardless of generation. If preferences are largely shaped by practical factors (e.g., cost, availability, convenience), then the generation might not play a significant role in determining the preferred mode of transport.

2.3.4. Hypothesis 4

While previous studies have suggested that younger generations, such as Generation Y and Generation Z, may be more inclined to travel with friends and seek social experiences, and older generations may favor more independent or family-oriented travel (Jang & Cai, 2002; Lehto et al., 2008), these generalizations often overlook individual lifestyle differences, such as relationship status, parental responsibilities, or work flexibility. Building on the work of J. S. Chen et al. (2016), we argue that the choice of travel companion is more likely influenced by personal circumstances and life stage than by generational affiliation alone. Therefore, we propose the following:

Hypothesis 4.

There is no significant relationship between generation (X, Y, Z) and the typical travel companion (alone, with friends, with a partner, with family) when women go on holiday abroad.

This hypothesis is grounded in the assumption that generational identity may not be the primary driver of travel companion choices among Slovak women, and that these decisions are shaped more by individual factors than by cohort-based patterns.

2.3.5. Hypothesis 5

Each tourist trip requires specific planning, whether for leisure or business purposes. The prospective traveler has access to various organizational options for planning their journey (Čaušević et al., 2021; Ruiz-Meza & Montoya-Torres, 2021). We propose that generational identity may play a role in how women approach the planning process—whether they prefer to plan independently, delegate planning to a travel companion, rely on a travel agency, or collaborate with others. For example, older generations may be more accustomed to traditional planning methods or sharing planning responsibilities with a partner, while younger women may be more likely to take control of the process or engage in collaborative decision-making. Therefore, we propose the following:

Hypothesis 5.

There is a significant relationship between generation (X, Y, Z) and the way women organize their travel arrangements.

2.3.6. Hypothesis 6

Motivation is a crucial factor in understanding tourist behavior and is often considered one of the most significant variables (Katsikari et al., 2020), as it serves as the driving force or catalyst behind tourist actions and behaviors (Zhang et al., 2023). There are various reasons for traveling (Krishnapillai & Kwok, 2020), and while some motivations may vary in importance across generations, others remain relatively consistent. For example, younger generations may prioritize novelty, entertainment, and social interaction, whereas older generations may value cultural enrichment or spiritual experiences more highly. Therefore, we propose the following:

Hypothesis 6.

There is a statistically significant difference among generations in the level of women’s motivation when traveling abroad within at least one of the motives.

As part of our study, we will examine various travel motivations for women and analyze whether there are statistically significant differences in the importance of these motivations across different generations. This study builds upon our earlier work (Melnyk & Vašaničová, 2024), which analyzed a broader set of personal characteristics—such as marital status, parenthood, and generational affiliation—in relation to Slovak women’s travel motivations. In contrast, the current study focuses specifically and exclusively on generational differences, enabling a more detailed examination of motivational trends across age cohorts. The research utilizes a larger and more representative sample to validate generational distinctions and identify statistically significant patterns that were only preliminarily observed in the prior study. This targeted approach contributes new insights into how different generations of Slovak women prioritize travel motivations, and provides actionable implications for tailored marketing strategies in tourism.

3. Materials and Methods

3.1. Research Sample

This study focused exclusively on Slovak women to control for gender-based differences in travel behavior and motivation. Previous research highlights that women frequently act as key decision-makers in travel planning and often exhibit distinct motivational profiles compared to men (Meng & Uysal, 2008; Elias et al., 2015; Yang et al., 2017; X. Chen et al., 2023). By narrowing the focus to a single gender, the study aims to isolate generational differences more effectively.

The research sample consists of 269 Slovak women, with an average age of 33.58 years and a median age of 33.00 years. The participants’ ages ranged from 18 to 57 years, with a standard deviation of 11.16, indicating a moderate level of variation. The women were categorized into three generational groups. Generation X comprises 68 women, representing 25.28% of the total sample; Generation Y (Millennials) includes 98 women, making up 36.43%; and Generation Z, with the highest representation, consists of 103 women, accounting for 38.29% of the total sample. An overview of the sample’s demographic characteristics is presented in

Table 1. Demographic overview of the research sample.

Characteristics	Value
Total number of participants	269 Slovak women
Age range	18–57 years
Mean age	33.58 years
Media age	33.00 years
Standard deviation (age)	11.16
Generational distribution
Generation X	68 participants (25.28%)
Generation Y	98 participants (36.43%)
Generation Z	103 participants (38.29%)

.

3.2. Methods

Participants were recruited through an online questionnaire disseminated via tourism-related social media platforms and groups, and women-focused online communities in Slovakia. The approach ensured access to a broad demographic, capturing a range of ages and backgrounds. While the sample is not nationally representative in a statistical sense, it reflects sufficient variability across generational cohorts (X, Y, Z) to support meaningful analysis of generational differences among Slovak women.

The questionnaire survey was administered electronically over a period from October to December 2024, allowing for a comprehensive collection of data over this three-month period. All participants remained anonymous.

The study employed an unstandardized questionnaire developed by the authors to investigate generational differences in travel behavior and motivation among Slovak women. The questionnaire was not based on prior standardized instruments or existing theoretical models but rather designed to capture relevant variables such as destination preferences (domestic vs. foreign), seasonal travel choices, transportation methods, travel companions, travel planning strategies, and motivational factors. To enhance transparency, the full list of questionnaire items is provided in Appendix A in

Table A1. Items of questionnaire.

Question	Response Options	Response Format
What is your age?	(Participant writes in age)	Open-ended
Do you prefer to travel domestically or abroad?	Domestic/Foreign	Single Choice
In which seasons do you usually prefer to travel abroad on holiday?	Spring/Summer/Fall/Winter	Multiple Choice
What type of transportation do you prefer when traveling abroad?	Plane/Car/Train/Bus	Multiple Choice
Who do you usually go on holiday abroad with?	I go alone/With friends/With partner/ With family/With colleagues	Multiple Choice
How do you plan your holiday abroad?	I plan it myself/ The person I travel with plans it/ I use the services of a travel agency/ I plan it together with the person I travel with	Single Choice
Rate how much certain aspects motivate you when traveling abroad:		1 = least motivating, 5 = most motivating
– Relaxation and free time	1/2/3/4/5
– Fun and entertainment	1/2/3/4/5
– Sport	1/2/3/4/5
– Pilgrimage	1/2/3/4/5
– Business	1/2/3/4/5
– Treatment, healthcare	1/2/3/4/5
– Education	1/2/3/4/5
– Culture	1/2/3/4/5
– Relatives, friends	1/2/3/4/5

.

Participants could either select one of the provided answer choices for each question or write their own response if they preferred. Some questions also allowed for multiple answers to be selected. The detailed questions and their respective answer options are presented and analyzed in the results chapter.

Research hypotheses were tested using the Chi-square test (for Hypotheses 1 to 5) and the Kruskal–Wallis test (for Hypothesis 6), with a significance level set at 0.05. The Chi-square test evaluates whether the observed frequencies differ significantly from the expected frequencies under the assumption of independence between the variables. The Kruskal–Wallis test, a non-parametric test, was chosen because it is suitable for comparing more than two groups when the data do not meet the assumptions required for parametric tests. Post hoc comparisons of the mean ranks for all pairwise group comparisons were subsequently conducted using the Siegel and Castellan test.

For the analysis and processing of the data, we employed Statistica 14 software, which facilitated the execution of statistical calculations and the comprehensive management of the dataset throughout the study.

4. Results

4.1. Findings from the Questionnaire Survey

As part of our research, we examined the travel preferences of Slovak women by offering them the option to choose between domestic and foreign destinations. The results show a clear preference for foreign travel, with 85.87% of participants (231 women) selecting foreign destinations, while 14.13% (38 women) preferred domestic travel.

We also asked participants about their preferred season for traveling abroad on holiday, with the option to select multiple responses. The results, presented in

Table 2. Preferred seasons for traveling abroad on holiday.

Answer	Spring		Summer		Fall		Winter
No	117	43.49%	55	20.45%	117	43.49%	186	69.14%
Yes	152	56.51%	214	79.55%	152	56.51%	83	30.86%

, show that the most preferred season for traveling abroad is summer, chosen by 79.55% of women. In contrast, winter is the least preferred season, selected by only 30.86% of participants.

Respondents were also asked, ‘What type of transportation do you prefer when traveling abroad?’ They were allowed to select multiple options, with the available choices being plane, car, train, and bus. The results, presented in

Table 3. Preferred modes of transportation for traveling abroad.

Answer	Plane		Car		Train		Bus
No	33	12.27%	110	40.89%	196	72.86%	235	87.36%
Yes	236	87.73%	159	59.11%	73	27.14%	34	12.64%

, show strong preferences for certain modes of transportation. A vast majority of participants (87.73%) prefer traveling by plane, followed by car travel, chosen by 59.11% of respondents. In contrast, only 27.14% of participants favor traveling by train, while a much smaller proportion (12.64%) prefer bus travel. The lower preference for trains and buses may reflect practical considerations such as travel time, convenience, or available routes, whereas air and car travel are favored for their speed and flexibility.

The next question asked participants, ‘Who do you usually go on holiday abroad with?’ Respondents could select multiple options, including ‘I go alone,’ ‘with friends,’ ‘with family,’ ‘with a partner,’ or ‘with colleagues.’ The results, presented in

Table 4. Travel companions for holidays abroad.

Answer	I Go Alone		With Friends		With Partner		With Family		With Colleagues
No	231	85.87%	151	56.13%	135	50.19%	74	27.51%	264	98.14%
Yes	38	14.13%	118	43.87%	134	49.81%	195	72.49%	5	1.86%

, show that most women travel abroad with others rather than alone. Specifically, 72.49% of respondents travel with family, while 49.81% travel with a partner. Additionally, 43.87% travel with friends, and only 14.13% travel alone. Notably, 98.14% of participants do not travel abroad with colleagues, with only 1.86% indicating that they do. These findings suggest that holidays abroad are generally seen as social or family-oriented experiences, with solo travel being much less common.

The next question asked participants, ‘How do you plan your holiday abroad?’ Respondents could select one option from the following choices: ‘I plan it myself,’ ‘The person I travel with plans it,’ ‘I use the services of a travel agency,’ or ‘I plan it together with the person I travel with.’ The results show that most participants prefer to plan their holidays abroad independently, with 57.25% of respondents (154 individuals) selecting ‘I plan it myself.’ A smaller proportion, 23.05% (62 individuals), indicated that the person they travel with handles the planning. Additionally, 13.38% (36 individuals) rely on the services of a travel agency, while only 6.32% (17 individuals) plan their holiday together with their travel companion. These findings suggest that the majority of participants prefer to take an active role in organizing their holidays, while fewer rely on external services or collaborate with others on the planning process.

The next question asked participants to rate how much certain aspects motivate them when traveling abroad, using a scale from 1 (least motivating) to 5 (most motivating).

Table 5. Motivations for traveling abroad.

Motive	1	2	3	4	5	Mean	Median	Std. Dev.
Relaxation and free time	1.49%	1.86%	10.78%	24.91%	60.97%	4.42	5	0.8672
Fun and entertainment	5.58%	12.27%	29.37%	26.02%	26.77%	3.56	4	1.1690
Sport	36.06%	25.65%	21.19%	11.52%	5.58%	2.25	2	1.2160
Pilgrimage	70.26%	11.15%	10.04%	4.83%	3.72%	1.61	1	1.0863
Business	68.40%	17.84%	10.41%	2.23%	1.12%	1.50	1	0.8535
Treatment, healthcare	62.83%	17.84%	13.75%	2.97%	2.60%	1.65	1	0.9990
Education	46.84%	24.54%	18.96%	4.83%	4.83%	1.96	2	1.1356
Culture	1.86%	2.97%	12.64%	29.37%	53.16%	4.29	5	0.9292
Relatives, friends	34.94%	17.10%	17.47%	15.99%	14.50%	2.58	2	1.4629

Note: The scale ranges from 1 (least) to 5 (most). Std. Dev. denotes standard deviation.

presents the descriptive statistics based on respondents’ answers regarding individual motivations, along with the relative frequencies of each response.

The motivation with the highest mean score was ‘relaxation and free time,’ with 60.97% of women selecting the highest rating of 5. This suggests that relaxation and leisure time are the strongest motivating factors for traveling abroad. The mean score for this motive was 4.42, with a median of 5, indicating that most women rated this motive highly. In contrast, ‘fun and entertainment’ had a mean score of 3.56 and a median of 4, suggesting that entertainment is an important, but slightly weaker, motivating factor compared to relaxation. 29.37% of participants rated this aspect a 3, with 26.77% choosing 5. The motivations with the lowest scores were ‘pilgrimage’ and ‘business.’ Both received the highest percentage of responses for 1 (no motivation), with 70.26% of participants selecting 1 for pilgrimage and 68.40% for business. The mean scores for these motivations were 1.61 and 1.50, respectively, reflecting that these factors were not significant for most respondents. Other motivations like ‘sport’ (mean of 2.25) and ‘treatment/healthcare’ (mean of 1.65) also had lower scores, indicating that these were less important factors for traveling abroad. On the other hand, ‘culture’ emerged as a strong motivation, with a mean score of 4.29, suggesting that cultural experiences were highly valued by respondents, with 53.16% rating it a 5. The results reveal that relaxation and free time are the most prominent motivations for traveling abroad, followed by cultural experiences, while business, pilgrimage, and healthcare are less commonly cited as reasons for international travel.

4.2. Hypotheses Testing

In

Table 6. Chi-square test (Hypothesis 1): Generation vs. travel preference for domestic versus foreign destinations.

	Travel Preference
Generation	Domestic Destination	Foreign Destination	Total
X	10 (9.6)	58 (58.4)	68
Y	11 (13.8)	87 (84.2)	98
Z	17 (14.6)	86 (88.4)	103
Total	38	231	269
Pearson Chi-square: 1.1795, df = 2, p-value = 0.5545

Note: The values presented are the observed frequencies (in the first part of each cell), and the expected frequencies are shown in brackets.

, the results of the Chi-Square test verify Hypothesis 1, which posits that there is no significant relationship between generation (X, Y, Z) and travel preference for domestic versus foreign destinations. The p-value of 0.5545, which is greater than the significance level of 0.05, leads us to fail to reject the null hypothesis. This suggests that the travel preference for domestic versus foreign destinations is independent of generation, and there is no significant relationship between the two variables.

Table 7. Chi-square test (Hypothesis 2): Generation vs. season.

	Spring			Summer
Generation	No	Yes	Total	No	Yes	Total
X	30 (29.6)	38 (38.4)	68	14 (13.9)	54 (54.1)	68
Y	34 (42.6)	64 (55.4)	98	32 (20.0)	66 (78.0)	98
Z	53 (44.8)	50 (58.2)	103	9 (21.1)	94 (81.9)	103
Total	117	152	269	55	214	269
	Pearson Chi-square: 5.7557, df = 2, p = 0.0563			Pearson Chi-square: 17.6592, df = 2, p = 0.0001
	Fall			Winter
Generation	No	Yes	Total	No	Yes	Total
X	36 (29.6)	32 (38.4)	68	51 (47.0)	17 (21.0)	68
Y	29 (42.6)	69 (55.4)	98	67 (67.8)	31 (30.2)	98
Z	52 (44.8)	51 (58.2)	103	68 (71.2)	35 (31.8)	103
Total	117	152	269	186	83	269
	Pearson Chi-square: 12.2246, df = 2, p = 0.0022			Pearson Chi-square: 1.5921, df = 2, p = 0.4511

Note: The values presented are the observed frequencies (in the first part of each cell), and the expected frequencies are shown in brackets.

presents the results of the verification of Hypothesis 2. Based on the p-values for spring (0.0563) and winter (0.4511), we conclude that there is no significant association between generation (X, Y, Z) and the preference of women to travel abroad during the spring or winter seasons. The observed differences in preferences across generations are not statistically significant at the 5% level.

For summer (p-value = 0.0001), we conclude that there is a significant association between generation (X, Y, Z) and the preference of women to travel abroad during the summer season. This suggests that preferences for summer travel abroad differ by generation. Specifically, Generation Z has the highest proportion of “Yes” responses, with 91.26% (calculated as 94/103 × 100%) of women in this generation preferring to go abroad in the summer. Generation X follows with 79.41% (calculated as 54/68 × 100%), and Generation Y has the lowest proportion of “Yes” responses at 67.35% (calculated as 66/98 × 100%). Therefore, Generation Z is the group that prefers to go abroad most during the summer season.

For fall (p-value = 0.0022), we conclude that there is a significant association between generation (X, Y, Z) and the preference of women to travel abroad during the fall season. Generation Y has the highest proportion of “Yes” responses at 70.41% (calculated as 69/98 × 100%), indicating that this generation has the greatest preference for traveling abroad in the fall. Generation Z follows closely with 49.51% (calculated as 51/103 × 100%), while Generation X has the lowest proportion of “Yes” responses at 47.06% (calculated as 32/68 × 100%).

Table 8. Chi-square test (Hypothesis 3): Generation vs. type of transport.

	Plane			Car
Generation	No	Yes	Total	No	Yes	Total
X	5 (8.3)	63 (59.7)	68	26 (27.8)	42 (40.2)	68
Y	10 (12.0)	88 (86.0)	98	48 (40.1)	50 (57.9)	98
Z	18 (12.6)	85 (90.4)	103	36 (42.1)	67 (60.9)	103
Total	33	236	269	110	159	269
	Pearson Chi-square: 4.5096, df = 2, p = 0.1049			Pearson Chi-square: 4.3545, df = 2, p = 0.1134
	Train			Bus
Generation	No	Yes	Total	No	Yes	Total
X	52 (49.5)	16 (18.5)	68	60 (59.4)	8 (8.6)	68
Y	76 (71.4)	22 (26.6)	98	89 (85.6)	9 (12.4)	98
Z	68 (75.0)	35 (28.0)	103	86 (90.0)	17 (13.0)	103
Total	196	73	269	235	34	269
	Pearson Chi-square: 3.9765, df = 2, p = 0.1369			Pearson Chi-square: 2.5008, df = 2, p = 0.2864

Note: The values presented are the observed frequencies (in the first part of each cell), and the expected frequencies are shown in brackets.

presents the results of the testing of Hypothesis 3, which examines the relationship between generation (X, Y, Z) and the preferred mode of transport for traveling abroad (plane, car, train, bus). Based on the p-values (which are greater than the commonly used significance level of 0.05) for all four types of transport, we conclude that there is no significant relationship between generation (X, Y, Z) and preferred transport type. Therefore, the observed differences in transport preferences across generations are likely due to chance or other unrelated factors, rather than any generation-specific trends.

Table 9. Chi-square test (Hypothesis 4): Generation vs. travel companion.

	I Go Alone			With Friends
Generation	No	Yes	Total	No	Yes	Total
X	58 (58.4)	10 (9.6)	68	40 (38.2)	28 (29.8)	68
Y	84 (84.2)	14 (13.8)	98	60 (55.0)	38 (43.0)	98
Z	89 (88.4)	14 (14.6)	103	51 (57.8)	52 (45.2)	103
Total	231	38	269	151	118	269
	Pearson Chi-square: 0.045, df = 2, p = 0.9777			Pearson Chi-square: 3.0639, df = 2, p = 0.2161
	With Partner			With Family
Generation	No	Yes	Total	No	Yes	Total
X	38 (34.1)	30 (33.9)	68	24 (18.7)	44 (49.3)	68
Y	53 (49.2)	45 (48.8)	98	24 (27.0)	74 (71.0)	98
Z	44 (51.7)	59 (51.3)	103	26 (28.3)	77 (74.7)	103
Total	135	134	269	74	195	269
	Pearson Chi-square: 3.7750, df = 2, p = 0.1514			Pearson Chi-square: 2.7800, df = 2, p = 0.2491

Note: The values presented are the observed frequencies (in the first part of each cell), and the expected frequencies are shown in brackets.

presents the results for Hypothesis 4. For all four travel companion categories (alone, with friends, with a partner, with family), the p-values from the Chi-square tests are all greater than 0.05. This indicates that generation (X, Y, Z) does not significantly influence who women typically go on holiday abroad with. The observed differences in preferences for traveling alone, with friends, with a partner, or with family are likely due to chance or other factors unrelated to generation.

Table 10. Chi-square test (Hypothesis 5): Generation vs. way women organize their travel arrangements.

	Way Women Organize Their Travel Arrangements
Generation	Myself	The Person I Travel with	Services of a Travel Agency	Together with the Person I Travel with	Total
X	39 (38.9)	13 (15.7)	12 (9.1)	4 (4.3)	68
Y	67 (56.1)	14 (22.6)	14 (13.1)	3 (6.2)	98
Z	48 (59.0)	35 (23.7)	10 (13.8)	10 (6.5)	103
Total	154	62	36	17	269
Pearson Chi-square: 18.7789, df = 2, p = 0.0046

Note: The values presented are the observed frequencies (in the first part of each cell), and the expected frequencies are shown in brackets.

presents the results for Hypothesis 5. Since the p-value (0.0046) is less than 0.05, we reject the null hypothesis and conclude that there is a significant relationship between generation (X, Y, Z) and how women prefer to handle their travel arrangements. This suggests that preferences for making travel arrangements (e.g., independently, with a travel companion, using a travel agency, or organizing together with a companion) vary significantly across generations. Therefore, women from different generations exhibit distinct preferences in planning and organizing their trips.

Generation Y is the most independent in making travel arrangements, while Generation Z tends to rely more on others. Generation Z also shows the highest preference for organizing trips together with their travel companions. Generation X falls somewhere in the middle for all categories but shows a noticeable preference for using travel agencies.

Table 11. Kruskal–Wallis test (Hypothesis 6): Differences in travel motives among generations.

Motive	MR X	MR Y	MR Z	H	p-Value
Relaxation and free time	137.1	134.6	134.0	0.093	0.9544
Fun and entertainment	98.4	134.7	159.5	27.018	0.0000 *
Sport	139.3	139.2	128.1	1.405	0.4954
Pilgrimage	117.5	141.7	140.2	7.141	0.0281 *
Business	132.5	129.9	141.5	1.811	0.4043
Treatment, healthcare	136.9	131.6	137.0	0.399	0.8191
Education	123.1	124.9	152.5	9.641	0.0081 *
Culture	133.0	130.4	140.7	1.132	0.5677
Relatives, friends	121.7	131.0	147.6	5.267	0.0718

Note: MR means mean rank; X, Y, and Z denotes Generations X, Y, and Z; H denotes test statistics; * denotes statistical significance at the 5% significance level.

presents the results for Hypothesis 6. The Kruskal–Wallis test revealed significant differences among generations for the travel motives of fun/entertainment, pilgrimage, and education. These findings suggest that different generational groups prioritize specific travel motives differently. For the fun and entertainment motive, Generation Z shows a higher mean rank (MR) compared to both Generation Y and Generation X, indicating a stronger motivation for this motive. Regarding pilgrimage, both Generation Y and Generation Z exhibit higher MR than Generation X, suggesting that these two generations are more motivated by pilgrimage-related travel. For the education motive, Generation Z has the highest MR, indicating greater motivation for educational opportunities abroad than the other two generations. However, for other motives, such as relaxation, sport, business, healthcare, culture, and visiting relatives, no significant generational differences were observed.

The Siegel and Castellan post hoc test is used to identify exactly where the differences lie between pairs of groups. In

Table 12. Siegel and Castellan post hoc test (Hypothesis 6): Differences in travel motives among Generations.

Motive	Generation X vs. Y	Generation X vs. Z	Generation Y vs. Z
Fun and entertainment	0.0093 *	0.0000 *	0.0714
Pilgrimage	0.1452	0.1836	1.0000
Education	1.0000	0.0467 *	0.0362 *

Note: * denotes statistical significance at the 5% significance level.

, the p-values show significant generational differences in motivations for fun/entertainment and education, but no significant differences in motivations for pilgrimage. Specifically, Generation X differs from both Generation Y and Generation Z in terms of motivation for fun and entertainment. For educational motivation, significant differences were found between all generational pairs (except for Generation X and Generation Z). However, for pilgrimage motivation, no significant differences were observed across generations. Although the Kruskal–Wallis test detected an overall significant difference among groups, the pairwise comparisons revealed that the differences between specific pairs were not large enough to reach statistical significance. This can occur when the overall test identifies a small effect that, while significant in aggregate, is not pronounced enough in individual comparisons to achieve statistical significance.

To enhance clarity,

Table 13. Summary of hypotheses and results.

Hypothesis	Description	Supported/Rejected
1	No significant relationship between generation and travel preference for domestic vs. foreign destinations.	Supported
2	Significant relationship between generation and seasonal travel preference in at least one of the four seasons (spring, summer, fall, or winter).	Supported for summer and fall Rejected for spring and winter
3	No significant relationship between generation and preferred transport type.	Supported
4	No significant relationship between generation and typical travel companion.	Supported
5	Significant relationship between generation and travel arrangement style.	Supported
6	Significant difference among generations in at least one travel motive.	Supported for fun/entertainment, pilgrimage, education

summarizes the outcomes of all tested hypotheses, indicating which were statistically supported or rejected based on the results of the Chi-square and Kruskal–Wallis tests.

5. Discussion

The results of this study offer valuable insights into the relationship between generational differences and various aspects of women’s travel preferences when traveling abroad. Several hypotheses were tested, each addressing a distinct factor influencing women’s travel behaviors. While some findings were statistically significant, others revealed that generational differences did not have a substantial impact on certain aspects of travel preferences.

One of the key findings of this study is the lack of a significant relationship between generational cohorts (X, Y, Z) and both travel preferences for domestic versus foreign destinations and preferences for traveling abroad during the spring and winter seasons. This suggests that factors other than generational differences may play a more prominent role in shaping women’s travel preferences in these areas. For instance, practical considerations such as financial constraints, availability of vacation time, family obligations, and general accessibility may have a stronger influence on travel decisions than generational identity. Additionally, globalization and digital media have reduced informational and cultural barriers between generations, potentially leading to more homogenized travel behavior. While Liu et al. (2015) also discussed the role of seasonality, our study approaches this issue from a different perspective by focusing on generational dynamics. However, the absence of significant generational differences in seasonal preferences could reflect the influence of broader societal norms in Slovakia—such as common school holidays, public holidays, or weather conditions—that apply similarly across age groups, thereby minimizing generational variation.

In contrast, the study found significant generational differences in travel preferences for the summer and fall seasons. Specifically, Generation Z showed the highest preference for traveling abroad in the summer, while Generation Y preferred traveling abroad in the fall. These results suggest a potential generational shift in seasonal travel preferences, with younger generations, particularly Generation Z, demonstrating a stronger inclination toward international travel during the summer months. One possible explanation for Generation Z’s preference for summer travel is their alignment with academic calendars—many are still students or in early career stages with more flexibility to take longer vacations during summer holidays. Summer also coincides with peak travel marketing, festival seasons, and social media trends, all of which may appeal more strongly to this digitally engaged generation. On the other hand, Generation Y, many of whom are working professionals or parents, may prefer traveling during the fall due to lower travel costs, fewer crowds, and better alignment with work or school schedules. These generational distinctions underscore the evolving nature of travel patterns and preferences over time. While we are not aware of prior studies directly supporting these findings in terms of generational breakdown, related research on seasonal tourism by scholars such as Steiger et al. (2016) and Spotts and Mahoney (1993) indicates that fall tourists tend to seek quieter, more affordable, and culturally rich experiences—traits that may increasingly align with Generation Y’s lifestyle and travel values.

When examining transportation preferences when traveling abroad, no significant generational differences were found. This suggests that the choice of transportation method—whether by plane, car, train, or bus—remains relatively consistent across generational groups. One explanation for this uniformity is that air travel is often the most practical and widely used option for international trips from Slovakia, given the country’s geographic location and the availability of low-cost carriers. As such, the dominance of air travel may minimize generational variation, since it is often the default or only viable mode for reaching many international destinations. Additionally, transportation choices when traveling abroad are likely shaped more by structural and economic factors—such as affordability, destination accessibility, and travel duration—than by generational attitudes or lifestyle differences. In Slovakia, where personal car use is more common for domestic travel, international trips often require a shift toward air travel due to longer distances and time efficiency. This may explain the lack of generational differentiation. Cultural travel norms and the broader European transportation context may also contribute to this convergence in behavior (Ruiz-Meza & Montoya-Torres, 2021). It is possible that different results would emerge in a study focusing solely on domestic travel, or in countries with different infrastructure or mobility patterns (Morfopos et al., 2023; Park et al., 2022; Uysal, 2022).

Similarly, in response to the question about preferred travel companions (alone, with friends, with a partner, or with family), the study found no significant generational differences. While individual variations certainly exist, the data suggest that generational cohort is not a major determinant of whom women prefer to travel with. This may be because the choice of travel companions is closely tied to one’s current life stage, family status, and social relationships rather than generational identity. For example, women with young children may prefer family travel regardless of whether they belong to Generation Y or Z, while single individuals across different generations may gravitate toward traveling with friends or alone. These preferences are often shaped by situational and relational factors—such as marital status, parenting responsibilities, or peer group dynamics—which tend to cut across generational lines. Therefore, the lack of significant differences in this area may reflect the diversity of personal circumstances within each cohort. This interpretation aligns with J. S. Chen et al. (2016), who examined how travel behavior varies depending on companion type in the context of nature-based tourism. While their study did not analyze generational influences, it supports the notion that the presence or absence of travel companions affects activity choices more than demographic characteristics like age or generation.

On the other hand, a significant relationship was found between generational cohort and how women prefer to handle their travel arrangements. Generation Y was shown to be the most independent in organizing their trips, whereas Generation Z preferred to organize travel with a companion or rely on others. Generation X exhibited a more balanced approach, with a noticeable tendency toward using travel agencies. These findings highlight the evolving nature of travel planning across generations, reflecting not only generational identity but also broader shifts in digital literacy, confidence, and travel expectations. One possible explanation for Generation Y’s independence is their familiarity with both digital tools and traditional planning methods. As digital natives who came of age during the rise of online booking platforms, they possess the confidence and experience to plan trips on their own while valuing flexibility and control. In contrast, Generation Z—though even more digitally immersed—may still lack the travel experience, financial independence, or confidence to plan complex trips entirely alone, leading them to rely more on friends, family, or recommendations. Their preference for collaborative planning may also reflect the social nature of their generation, shaped by constant connectivity and peer influence through social media. Generation X’s balanced preference, including a notable use of travel agencies, could be linked to more stable financial resources, time constraints, or a preference for convenience and reliability that comes with professional assistance. Their comfort with more structured planning may also be rooted in their travel habits formed before the widespread use of digital platforms. While the study by Čaušević et al. (2021) focused on the distinction between organized and independent travel in terms of satisfaction, it did not examine gendered generational dynamics, which are central to our research. Additionally, Cenamor et al. (2017) highlight the growing influence of social networks in travel planning—an influence that may disproportionately affect younger generations like Generation Z, further explaining their collaborative approach to trip organization.

The analysis of travel motives also revealed generational differences. As discussed in the literature review, travel motivation has been extensively examined in previous studies (e.g., Stanciu & Țichindelean, 2010; Rita et al., 2019; Jun & Kim, 2023; Melnyk & Vašaničová, 2024), making it a crucial aspect of the final part of our research.

Our results revealed that Generation Z showed a stronger preference for travel motivated by fun and entertainment, as well as educational opportunities, compared to both Generation Y and Generation X. This finding aligns with broader social trends emphasizing experience-driven travel and personal development among younger generations. Generation Z has grown up in a digitally connected world where social media, influencers, and online platforms frequently highlight travel as a means of both enjoyment and self-improvement. As a result, leisure and educational motivations are particularly salient for this group. In contrast, no significant generational differences were found for other travel motives, such as relaxation, sport, business, or healthcare. This suggests that these motivations may be shaped more by life stage, occupational status, or individual health needs rather than by generational identity. For example, motivations like relaxation or wellness travel may be universally valued across generations, regardless of age.

The post hoc analysis further clarified that motivations for fun and entertainment, as well as education, varied significantly between specific generational pairs. Notably, Generation X differed from both Generation Y and Generation Z in their lower motivation for fun and entertainment, while Generation Z demonstrated a significantly higher motivation for educational travel. These patterns suggest that younger generations are driven by more dynamic and outward-looking goals, possibly linked to global mobility, online exposure to diverse cultures, and a desire for self-development.

The distinct entertainment motivations of Generation Y and Z may also be influenced by digital culture. Both generations are heavily engaged in social media environments where travel is often portrayed as a means of social status, enjoyment, and connection. Activities such as music festivals, “Instagrammable” experiences, or entertainment tourism are particularly appealing to these age groups. In contrast, Generation X may prioritize different forms of leisure, shaped by greater personal and professional responsibilities, time constraints, and different cultural associations with travel (Melnyk & Vašaničová, 2024).

Similarly, Generation Z’s higher motivation for educational travel may reflect their stage of life and aspirations. Many in this cohort are still pursuing higher education or early career opportunities, making them more inclined to view international travel as a means to gain knowledge, attend academic programs, or engage in global learning experiences. Their motivation may also reflect increasing access to international exchanges, digital learning platforms, and the growing normalization of studying or working abroad.

By focusing on women, this study fills a gap in generational tourism research, which often treats gender as a control variable rather than a focal lens. Our findings suggest that while generational identity influences travel preferences, these are further shaped by gender-specific factors that warrant more explicit theoretical and empirical attention. Future research should integrate frameworks from gender studies and feminist tourism theory to better understand how generational experiences of women intersect with broader cultural and societal expectations.

6. Conclusions

This study offers valuable insights into how generational differences influence various aspects of women’s preferences when traveling abroad. While factors such as transportation choices and travel companions appear to remain unaffected by generational identity, other areas—such as seasonal travel preferences, travel arrangements, and travel motivations—clearly exhibit generational trends. These findings contribute to the growing body of research on generational differences in tourism, particularly international travel, and emphasize the importance of considering generational characteristics when analyzing consumer behavior in the travel industry.

This study provides several important scholarly, practical, and managerial implications. From a scholarly perspective, it contributes to the theoretical development of generational theory, particularly as conceptualized by Strauss and Howe (1997), by empirically examining how generational identity shapes international travel behavior among women. While generational theory broadly suggests that shared formative experiences shape values and behaviors within a cohort, this study refines that understanding in the tourism context by identifying which aspects of travel behavior are more or less influenced by generational identity. Specifically, the findings reveal that travel motivations, seasonal preferences, and travel arrangements vary significantly across generations, thereby supporting the premise that generational cohorts express distinct behavioral patterns. Conversely, the lack of generational differences in transportation choices and travel companions suggests that some tourism behaviors may be more influenced by situational or practical factors than by generational identity alone. These nuanced insights help to extend generational theory by highlighting its differential explanatory power across various dimensions of travel behavior.

Practically, the findings of this study can be applied to the tourism industry by helping businesses tailor their marketing strategies to meet the distinct needs and motivations of different generational groups. Tourism businesses can use these insights to develop products and services that cater to these preferences. The research also highlights the value of consumer segmentation, allowing businesses to refine their targeting strategies and create more personalized experiences for their customers. A deeper understanding of generationally driven preferences can improve the targeting of tourism products, particularly in the context of international travel among women. For practitioners, the results can inform tourism marketing strategies in several targeted ways. For example, Generation Z’s strong motivation for entertainment and educational experiences suggests they are highly receptive to experiential travel offerings—such as study-abroad programs, digital nomad-friendly packages, or culturally immersive adventures. Marketing content targeting this group should emphasize fun, shareability on social media, and personal development. Generation Y, by contrast, shows greater independence in travel planning and a preference for fall travel—suggesting marketers should focus on flexible, self-guided travel deals and off-peak promotions. Generation X travelers’ continued use of travel agencies and structured planning may reflect preferences for reliability and convenience—marketers could appeal to this group with well-organized, all-inclusive packages that highlight trust and security.

From a managerial standpoint, this study provides actionable insights that can help tourism service providers enhance customer experience through more effective generational segmentation. By recognizing distinct preferences and behaviors across generations, managers can tailor products, services, and communication strategies accordingly. For example, Generation Y travelers may value flexible self-booking platforms with real-time personalization, while Generation Z may prefer integrated group planning tools and experiences that promote social interaction. Communication strategies can also be optimized—visual and interactive social media content is likely to engage Generation Z more effectively, whereas Generation X may respond better to email newsletters or loyalty-driven messaging. In addition, understanding seasonal travel preferences enables more strategic demand planning, such as allocating promotional resources toward Generation Z during summer and Generation Y in the fall. Ultimately, aligning service design, marketing efforts, and messaging with generational behaviors enhances customer satisfaction, improves engagement, and increases conversion rates across diverse traveler segments.

While this study provides valuable insights, several limitations must be considered when interpreting the findings. The focus on Slovak women may limit the generalizability of the results to other countries or cultural contexts. While this study focuses specifically on Slovak women, some of the insights may be relevant to other Central and Eastern European countries with similar cultural, historical, and socio-economic backgrounds. For instance, shared values around family, gender roles, and travel accessibility might lead to comparable travel motivations and generational behaviors in neighboring countries. Future research could investigate generational differences in women’s travel preferences across diverse geographical regions to determine whether these trends are consistent in different cultural settings. Additionally, by exclusively examining Slovak women, the study overlooks potential gender differences in travel preferences. A more inclusive approach, comparing generational travel preferences between men and women, could offer a broader perspective on this topic. In addition, future research could expand beyond generational differences to explore how other demographic factors (e.g., income, education, family structure) interact with generational identity in shaping travel preferences. To strengthen future research, employing mixed methods approaches could provide deeper insights by combining quantitative data with qualitative perspectives on travel motivations and behaviors. Additionally, longitudinal studies would allow researchers to track changes in travel preferences and motivations over time, offering a dynamic understanding of generational shifts rather than a static snapshot.