Understanding millennials’ tourism experience: values and meaning to travel as a key for identifying target clusters for youth (sustainable) tourism
Open Access
- 25 February 2018
- journal article
- research article
- Published by Emerald in Journal of Tourism Futures
- Vol. 4 (1), 31-42
- https://doi.org/10.1108/jtf-12-2017-0058
Abstract
The purpose of this paper is to better understand the tourism experience of millennials by connecting their value orientations to the meaning that they give to travel. In doing so, it also aims at discovering profiles of young tourists that can be targeted both now and in the future by tourism organisations. A survey based on validated scales reached 423 Dutch millennials. An integrated multidimensional research strategy has been applied where models that reduce the gathered data to fewer components (principal component analyses) were followed by a cluster analysis. Ten value orientations (Schwartz, 1994) and four travel meanings have been identified. By combining these ten value orientations and four meanings, nine clusters have been identified representing groups of millennial tourists with different needs. For example, while two clusters fit into the popular description of young travellers seeking only unpretentious enjoyment, millennials represented in two other clusters are strongly motivated by self-transcending values, distance themselves from the travel meaning escapism and relaxation and will therefore not positively respond to a merely hedonic travel offer. Replication of this research is recommended in other national contexts, possibly using a longitudinal approach. The nine clusters should be approached with a dedicated travel offer. In particular, at least two clusters of millennials may be successfully approached with a sustainable tourism offer. The combination of value orientations and travel meanings portrays a detailed and realistic picture of the tourism experience looked for by millennials.Keywords
This publication has 14 references indexed in Scilit:
- Generation Y: opportunity or challenge – strategies to engage Generation Y in the UK attractions’ sectorCurrent Issues in Tourism, 2013
- Development of a Scale to Measure Memorable Tourism ExperiencesJournal of Travel Research, 2010
- Encouraging pro-environmental behaviour: An integrative review and research agendaJournal of Environmental Psychology, 2009
- Understanding and meeting the challenges of consumer/tourist experience researchInternational Journal of Tourism Research, 2009
- Value Orientations to Explain Beliefs Related to Environmental Significant BehaviorEnvironment and Behavior, 2007
- Developing the Travel Career Approach to Tourist MotivationJournal of Travel Research, 2005
- THE INTERNATIONAL STUDENT TRAVEL MARKET: TRAVELSTYLE, MOTIVATIONS, AND ACTIVITIESTourism Review International, 2004
- The New Ecological Paradigm in Social-Psychological ContextEnvironment and Behavior, 1995
- THE VALUE BASIS OF ENVIRONMENTAL CONCERNJournal of Social Issues, 1994
- Are There Universal Aspects in the Structure and Contents of Human Values?Journal of Social Issues, 1994