CONSUMER BEHAVIOUR IN TOURISM, NEEDS AND PLEASURES

Abstract

This paper addresses the needs and consumer behavior in the segment of city break tourism, particularly among the younger generation, which is becoming an increasingly significant user of this type of tourism. The paper examines howthe needs and satisfaction of young travelers influence their decision-making processes when choosing urban destinations and planning travel details. By conducting surveys and working with focus groups, the research in the areas of Budva and Kotor investigates the factors driving the behavior of younger consumers in this context, including the attractiveness of the destination, cultural experiences, the influence of socialmedia, and peer recommendations. The research results highlight the importance of understanding the unique preferences and motivations of young travelers who opt for short city breaks, as well as the role of technology and social interactions in shaping their travel experiences. This insight is crucial for urban destinations and hospitality providers who wish to attract and satisfy this growing segment of the tourism market.