Importance of Cultural Heritage and Tourism Experience of Generation Z in Serbia

Cultural heritage as element of tourism destination has a unique value in creating experience of tourist. This paper presents the results of the research towards the importance of cultural heritage when choosing a tourist destination by Generation Z in Serbia. The research was carried out in the form of an exploratory study on a sample of 50 respondents. The target group was demographic cohort Generation Z in Serbia as tourists. Generation Z differs from other generation cohorts predominantly in using of digital media and adopting new technologies. As «digital natives» they use digital media in everyday communication and other activities. They also use them in the decision-making process where to travel. In other words, they use digital media in order to get information about tourist sites, to purchase tourism services, as well as to share their travel experience. The aim of the research was to determine the influence of cultural heritage as a factor of decision making process and travel destination experience of Generation Z in Serbia.