Researching travel trends of new generations is the first step for tourism providers towards modifying their offers in order to match target markets’ needs. The above represents this paper’s primary purpose. The motivation and behavior of the new generations, also known as Millennials or Generation Y and Post-Millennials or Generation Z, influence the contemporary tourism characteristics. They are both more than familiar with recent technology trends and usage. There are two main goals of this paper. The first is to determine the behavior of Generation Y and Z members during their stay in the tourist destination and their preferences in terms of company, accommodation and transport options. The second goal of this paper focuses on exploring the behavior of the Y and Z generation members related the dissemination of information about their stay in a tourist destination. Questions covered issues regarding review writing about a tourist destination or accommodation, the timing of writing - during or after returning from a tourist destination, the announcement of their travel intentions on social networks etc. A significant number of respondents post on social media and write online reviews regarding their travel experiences. The originality of the papers steams from the insufficient studies of the topic. The research methodology applied an online survey as the main research instrument. The main limitations are related to the minor geographical area researched. Keywords: online tourism behavior, generation Y, generation Z, buying behavior in tourism, visit phase, post purchase behavior in tourism.

When the number of older people and the number of families with young children (babies and toddlers) are counted in the total share of persons with disability it is clear that a significant share of people in the world’s tourist market face various obstacles to achieving their fundamental human rights in accessing tourist destinations and related infrastructure. These segments of the market encounter various challenges when they do travel, while many refrain from travelling at all. The theoretical framework examines the concept of accessible tourism and provides a review of the necessary preconditions for forming such a tourist offer available to everyone. Contrary to common belief, accessible tourism surpasses the issues of mobility, as it also includes people with mental, mood, vision, speech, hearing, stroke and other conditions. Examples of good practice are also provided as an incentive for the design and implementation of future inclusive projects, representing the aim of this paper. Research featuring various categories of the tourism offer available to everyone on the case study of Istria County is also presented. The analysis compares major towns in Istria County and the degree of their adaptation to the needs of this market segment, where many practical implications have emerged. The concept of accessibility lies on three key pillars: physical, informative and service based. Thus, removing physical barriers, incorporating the principles of universal design into every new building’s design, as well as educated staff for formulating and implementing strategies and other plans, are key factors in creating additional tourist value. It is fundamental to include people with disabilities in tourism and in society.

Purpose: The purpose of this paper is to provide a suggestion for the research framework on tourists as target groups for planning city branding strategies with reference to possible differences for tourists having a different country of origin. This framework was applied to analyze and compare the perception of Banja Luka city brand (Bosnia and Herzegovina) by four main target group by country of origin. Design/methodology/approach: The suggested research framework combines qualitative generation of tourist’s city brand associations and brand personality with quantitative measurements of city brand perception (scale developed following the framework of Anholts’ (2006) City Brand Index adjusted to tourists as target groups). Findings: The developed research framework was demonstrated in the example of Banja Luka main target groups. Three dimensions of city brand which largely coincide Anholt’s (2006) dimensions were extracted: tourist attractiveness, life standard and safe and pleasant atmosphere. Differences between analyzed countries were found in city brand perception, brand associations, brand personality, but also in all other analyzed categories. Research limitations/implications: Possible limitation of the study is the fact that results were interpreted including both those who have visited Banja Luka and those who are not personally familiar with it. Practical implications: Practical implications of research findings are demonstrated in form of branding suggestions focused on particular target groups. Originality/value: The study suggests a research framework on tourists as target groups in the city branding process. Also, it contributes to a very scarce research on differences in city brand perception by target groups by country of origin, but also to the literature related to Banja Luka city brand and tourism development.