Markéta Novotná

Research background: Generation Z, a consumer base with significant global impact, strongly relies on smart devices, shaping their unique consumption patterns. As this demographic becomes increasingly influential, understanding their shopping behavior is crucial for effective retail marketing strategies. Purpose of the article: This article aims to evaluate the shopping behavior and habits of Generation Z, particularly focusing on the determinants that influence their choices, with a specific emphasis on the role of smart technology. The objective is to uncover insights that explain the relationship between smart device usage and shopping behavior, offering perspectives for retailers aiming to tailor their strategies to the preferences of this demographic. Methods: A survey conducted during the 2019/2020 season involved 1,756 respondents from the Czech Generation Z. To estimate the relationships between smart device usage and shopping behavior, the linear probability and the logit models were employed. Additionally, descriptive statistics provided a comprehensive overview of respondents’ preferences and habits. Findings & value added: The results indicate that while the average time spent on smartphones does not inherently correlate with an increased preference for online shopping, it does enhance the likelihood of engaging in online transactions. Contrary to expectations, brick-and-mortar stores remain competitive and are slightly more preferred than online shops among the Czech young generation. This preference is attributed to the tangible experience of touching products and immersing in the store's ambiance. Furthermore, a relationship emerges between concerns about data security and a reduced frequency of online shopping, emphasizing the need to address such apprehensions in marketing strategies. Overall, these findings provide insights into the nuanced shopping behaviors of Generation Z, with implications that extend beyond regional boundaries, guiding retailers in adapting and optimizing their approaches to meet the needs of this demographic.

Slovenská akadémia vied vykonáva špičkový základný výskum, dlhodobý strategický a aplikovaný výskum a vývoj a poskytuje prístup k vedeckej infraštruktúre.

Purpose – This study aims to evaluate the performance of the Czech spa industry within a dynamically changing external environment, specifically in the context of the COVID-19 pandemic. Considering the relationship between tourist attractiveness and fiscal policy effectiveness, the research explores the divergences existing among spa companies functioning across discrete spa resort categories within the Czech Republic. Methodology/Design/Approach – The research employs secondary data obtained from the State Statistical Office and the Business Register. The analysis entails an examination of the relationship between the level of tourist attractiveness and alterations in sales. Findings – The study reveals that spa resorts with higher levels of tourist attractiveness encountered a more pronounced decline in sales. Despite the notable allocation of public funds, the impact of subsidies on economic outcomes remained limited. Originality of the research – A contribution lies in its revelation of the adverse implications of over-reliance on tourism for the spa industry. The study highlights the imperative for diversification in resort portfolios. Moreover, the research offers valuable insights into the optimal allocation of subsidies, suggesting directions for more effective utilization and distribution in a manner that supports the industry's long-term sustainability and resilience.

The paper explores how Slovak consumers perceive the value of food, sold by different retail formats (especially farmers’ markets and supermarkets), in terms of the quality, price, and healthiness. The aim of this paper is to evaluate consumer perceptions regarding global and local types of retail stores where they buy food most frequently. In the study, the segmentation of consumers by generation, income, and type of residence is provided. From the methodological point of view, Mann-Whitney U and Kruskal-Wallis tests are used to test hypotheses. According to the sample of respondents (n = 1,004), large-scale stores do not offer healthier and higher-quality food. This perception, however, varies based on the income of the consumer groups. On the other hand, respondents perceive that food sold at farmers’ markets is healthier and of higher quality than food in conventional stores. They do not perceive that food sold at farmers’ markets is cheaper than food in conventional stores.

The paper examines the spatial structure of industrial production in the urban environment of two Central European cities, Wroclaw and Brno, and their changes during the transformation from centrally controlled to capitalist economies. The study used mapping techniques to analyse the spatial distribution of industrial activities, focusing on the representation of industrial sectors and major industrial enterprises in both cities. The research aimed to evaluate the spatial impacts of deindustrialization on the urban environment and subsequently interpret the functional and structural changes in the cities. Standard methodological procedures in regional sciences, including descriptive statistics and ArcGIS visualization, were employed. The results revealed similarities and differences in the transformation of the two cities and indicated the substantial scale of their post-industrial transformation. Major structural changes have occurred since the 1990s. The last two decades have been directed towards creating modern post-industrial environments while retaining the significant and visible industrial heritage.

Former socialist countries still suffer from the absence of planning at a higher administrative level. To develop a metropolitan governance model, strengthen the partner-ship between the hinterland and core cities, and eliminate obstacles stemming from the local government fragmentation, the paper aims to introduce the steps for the institu-tionalization of metropolitan cooperation in the Czech Republic, being demonstrated by the example of the Brno Metropolitan Area (BMA), a leader in the development of in-termunicipal cooperation. The procedure is based on transferable experience from foreign countries and robust surveys among mayors in BMA (carried out in 2020, 175 municipali-ties, 96% response rate) and tens of experts on metropolitan issues. Selected results show that a mutual willingness to create an institution (metropolitan unit) responsible for har-monic metropolitan development, delegate some municipal competencies to a higher level and to contribute to a metropolitan fund was found. The participation of municipalities in the institution is proposed indirectly through voluntary association of municipalities, which would be intermediate between local and metropolitan levels. However, for imple-mentation at the national level, a valid and effective legislative regulation is needed. URL: https://www.gcass.science.upjs.sk/

This case study focuses on hot air ballooning as a new niche in the tourism offer of the Czech Republic. As a new niche tourism product, it has the potential to increase domestic tourism post-COVID-19. The opportunity lies in the ability to satisfy people’s need for extraordinary and non-everyday experiences without having to undertake long-distance trips. As Ioannides and Gyimóthy (2020) observed, the COVID-19 pandemic caused a decline in mainstream tourism practices and gave an opportunity to emergent niche activities which could encourage people to explore their own countries.

Shopping centers do not operate in a vacuum but in a society of diverse stakeholders who influence their profit and growth. Therefore, shopping centers management addresses the problem of incorporating social dimensions in their management. The paper aims to identify and evaluate managerial approaches and marketing strategies of shopping centers in the Czech Republic in the context of social dimensions leading to sustainable operation. The research builds methodologically on an online questionnaire survey with top management of shopping centers. It took place at the turn of the years 2019/2020. Out of 88 Czech existing shopping centers, 30 completed responses were received (response rate 34%). The managerial approaches and marketing activities of shopping centers aimed at customers, internal employees, and tenants of the shopping centers were assessed. In addition to profit, the main social aspect on which the management of shopping centers places an emphasis is also loyalty. A properly set working environment and working conditions are essential to achieve higher employee productivity and consequently higher profits. The shopping centers should increase their social roles to preserve the well-being of their employees and enhance customer satisfaction.