Digital Knowledge Sources and Technology Adoption in Regional Tourism Communication Across Generations

Abstract

Digitalisation is significantly transforming the way users acquire, evaluate, and utilise information about tourist destinations. The marketing communication of regions is increasingly based on digital communication channels, which function as sources of knowledge and play an important role in shaping the decision-making processes of potential visitors. The aim of this paper is to examine the use of digital information sources related to Slovak regions, the perceived quality of digital communication, and the impact of digital technologies on the motivation to visit. At the same time, the study focuses on identifying generational differences in user behaviour, while also considering environmental orientation as a complementary factor influencing trust and decision-making. The empirical part of the paper is based on a quantitative study conducted through a questionnaire survey on a sample of 590 respondents. The questionnaire focused on three main areas: sources of information about regions, evaluation of digital communication quality (including trustworthiness, timeliness, clarity, visual attractiveness, and motivational effect), and attitudes towards innovative digital technologies such as interactive maps, virtual tours, chatbots, and augmented reality tools. The data were analysed using descriptive statistics and comparative analysis, with particular attention given to generational differences. The findings indicate that social media represent the dominant source of information, particularly among younger users, while older respondents rely more on search engines and personal recommendations. Despite relatively high evaluations of digital communication quality, its ability to motivate actual visitation remains limited. A similar pattern is observed in the case of digital technologies, where tools offering practical value in the planning process show a stronger impact than visually appealing but less applicable solutions. Environmental information appears to strengthen trust in a region but does not function as an independent driver of decision-making. From a knowledge management perspective, the paper interprets regional digital communication as a system of knowledge transfer, whose effectiveness depends on the extent to which the information provided can be applied within users’ decision-making processes. The study thus contributes to a better understanding of the role of digital knowledge sources and technologies in regional tourism communication and offers implications for improving the effectiveness of digital communication strategies.