Honey is popular among consumers for its composition and healing properties. The aim of the paper is to study the differences in honey preferences across various age generations in Slovakia. The study is based on primary data obtained by conducting an online questionnaire survey on a sample of 1850 Slovak consumers of honey in 2022. Multiple correspondence analyses and non-parametric tests were applied to study the differences in preferences across selected age cohorts (Generation Z, Generation Y, Generation X and Silver Generation). The results show that Silver Generation tends to consume honey due to its nutritional values and prefers to consume monofloral honey of a dark colour, while Generation Z does not use honey in cosmetics or consume it due to its nutritional values and are inclined to prefer polyfloral honey. The utilisation of honey in cosmetics was associated mostly with Generation X. Younger consumers (Generation Z and Generation Y) have a very low awareness of creamed honey and honey with additions in comparison to Silver Generation or Generation X. In addition, the results reveal that propolis, royal jelly and bee pollen were the most attractive additions for honey across all age cohorts in Slovakia, while spirulina and chilli were the least attractive additions.

The tourism sector has changed rapidly due to advances in technology and a growing emphasis on sustainability. Marketing communication is essential for promoting sustainable tourism practices. In the light of growing awareness of sustainability and digital transformation, companies operating in the tourism sector more frequently use a variety of communication tools, such as traditional and innovative technologies, such as artificial intelligence and automation. In regard to generation cohorts, it is necessary to point out that they may perceive these approaches differently. The main objective of the paper is to analyse the generational differences in the perception of marketing communication towards sustainable tourism. Primary data were obtained through an online questionnaire survey. The final research sample comprised 465 respondents from Generations X, Y, and Z. To analyse differences in agreement among generations, the Friedman test and the Nemenyi method were applied. The findings show that Generations Z and Y respond positively to digital, technology-driven marketing communication. On the contrary, Generation X values human contact in communication. Moreover, the results reveal that Generation Z express the strongest level of agreement with statements that AI is an effective tool for promoting sustainable practices.