Stella Issupow

• This paper deals with the topic "Cultural tourism promotion of rural regions in Germany as an alternative to mass tourism, taking into account the change in travel behavior of Generation Y". The focus of the study is the question whether the rural area in Germany can be promoted culturally by the travel behavior of Generation Y. This question is discussed with a literature-based analysis and a quantitative survey. The author comes to the conclusion that rural areas can be promoted through cultural tourism with the help of certain consumer groups within Generation Y, although there are infrastructural problems that also need to be solved. The author comes to the conclusion that rural areas can be promoted through cultural tourism with the help of certain consumer groups in Generation Y, although there are infrastructural problems that also need to be solved. In addition, the Corona pandemic in 2020 will also have a certain impact on a changing travel behavior.