Misunderstanding Generation Y: risks for tourism managers

Moscardo, Gianna, and Benckendorff, Pierre (2007) Misunderstanding Generation Y: risks for tourism managers. In: Proceedings of the 38th Annual Conference of the Travel and Tourism Research Association. pp. 203-211. From: Beating the Odds with Tourism Research, 17-20 June 2007, Las Vegas, NV, USA.

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Generation Y has become more than simply a label used to describe people born between 1980 and 1994, it has become a symbol ofa proposed ne'w culture said to be unlike any bejore it, with a unique set of values, skills and hehaviors that transcend geography and ethnicity. The consequences of this emerging culture are only just beginning to be discussed in higher education as these individuals become the core group of college students and in human relations as they enter the workforce. But Generation Y also represents a significant marketfor tourist operations. So are the claims made aboul this group true? And what are the implications of these claims for tourism managers? Both longitudinal and cross-sectional research is needed to reduce the risks that tourism managers filce in dealing with this new generational cohort. This paper demonstrates the value of such research by describing a specific study that utilised time series data to examine the emergence of Generation Y in a major tourist destination in Australia, the Great Barrier Reef The overall pattern of results suggested that the use of generational cohorts as a market segmentation tool was valid and that Generation Y was indeed emerging as a group of travellers with a unique pattern of characteristics. motivations and expectations. The data in the study showed that emerging youth markets are not like those in the past and this has implications jar the provision, marketing and sustainability of current tourism activities.

Item ID: 3182
Item Type: Conference Item (Research - E1)
ISBN: 978-0-9768068-2-0
Keywords: Generation Y; Great Barrier Reef; characteristics; motivation; youth markets
Date Deposited: 08 Dec 2009 05:30
FoR Codes: 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1506 Tourism > 150604 Tourism Marketing @ 100%
SEO Codes: 90 COMMERCIAL SERVICES AND TOURISM > 9003 Tourism > 900302 Socio-Cultural Issues in Tourism @ 100%
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