Cookies on Leisure Tourism

Like most websites we use cookies. This is to ensure that we give you the best experience possible.


Continuing to use  means you agree to our use of cookies. If you would like to, you can learn more about the cookies we use.

Leisure Tourism

Your source for all tourism, leisure and hospitality information

>>> Sign up to receive our Leisure, Hospitality & Tourism e-newsletter, book alerts, and offers <<<

CABI Book Chapter

Tourism and Generation Y.

Book cover for Tourism and Generation Y.


This book explores the concept of generational cohorts and its implications for tourism. In particular, this book focuses on a generational cohort variously referred to as Generation Y, the Y Generation, the Net or Web Generation, the Millennials, Nexters, Thatcher's Children, Generation Next, Echo Boomers or the Digital Generation. The book consists of 14 chapters presented in three parts: Gen Y ...

Chapter 6 (Page no: 58)

Generation Y: perspectives of quality in youth adventure travel experiences in an Australian backpacker context.

This chapter examines the importance of quality to Gen-Y youth adventure travellers and backpackers in Australia. Fourteen youth adventure travellers participated in focus groups, another 16 travellers participated in interviews and 8 youth adventure travellers completed travel diaries. The youth adventure travellers were mostly international tourists with a smaller number of domestic tourists also participating in the study. The international youth travellers were primarily from England. A number of tourists came from Germany, Korea, Japan, Canada, the Netherlands, Denmark and New Zealand. Domestic tourists were from western Australia and Victoria. The nature of 'quality tourism experiences' for the youth adventure travellers and backpackers who participated in this study was associated with 'personal connectivity', 'social connectivity', 'combining experiences', 'experience delivery', 'interconnectivity of the entire adventure travel experience' and 'having fun'. Gen-Y travellers are highly informed, making the most of the great variety of information sources they can access, but are critical and reflexive about the delivery of those experiences. Gen-Y adventure youth adventure travelers and backpackers are connected and they want their tourism to be, although not in a traditional packaged sense, as they have highly individualized needs. They value integrity and honesty in their assessments of quality, are voracious in their appetite for experiences but are also happy to relax when it suits them. In particular, themes of fun and play, on terms which suit them, are strong. Indeed, the nature of 'experiences are inherently personal, existing only in the mind of an individual', and for Gen Y this is especially so. Thus, in order to understand experiences, industry and 'researchers need to interact and connect with the travellers, who are using the term'. Additionally, an insider-perspective based design will serve to achieve personal and multiple meanings associated with quality tourism experiences as provided in the recently termed 'emotional economy' or emotion-based economies of a globalized world and 'markets of one'. Finally, in order to keep up to date with the changing nature and manifold meanings of quality tourism experiences, research agendas need to be longitudinal in design in order to embed monitoring and evaluation. Agendas also need to be responsive to change and flexible in methods for empirical material collection and interpretations to accommodate the changing world milieux in which tourism operates. As Gen-Y travellers move beyond adventure travel and backpacker experiences, they will continue to have significant power to shape notions of quality in tourism destinations and experiences in the coming years.

Other chapters from this book

Chapter: 1 (Page no: 1) Getting to know the Y Generation. Author(s): Pendergast, D.
Chapter: 2 (Page no: 16) Mythbusting: Generation Y and travel. Author(s): Moscardo, G. Benckendorff, P.
Chapter: 3 (Page no: 27) Generation Y's travel behaviours: a comparison with baby boomers and Generation X. Author(s): Huang, Y. C. Petrick, J. F.
Chapter: 4 (Page no: 38) Understanding Generation-Y tourists: managing the risk and change associated with a new emerging market. Author(s): Benckendorff, P. Moscardo, G.
Chapter: 5 (Page no: 47) Generation Y as wine tourists: their expectations and experiences at the winery-cellar door. Author(s): Fountain, J. Charters, S.
Chapter: 7 (Page no: 73) Nature-based tourism in North America: is Generation Y the major cause of increased participation? Author(s): Pennington-Gray, L. Blair, S.
Chapter: 8 (Page no: 85) Tourism and the N Generation in a dynamically changing society: the case of South Korea. Author(s): Park, M. K. Jang HoChan Lee SeokHo Brayley, R.
Chapter: 9 (Page no: 98) Beach safety and millennium youth: travellers and sentinels. Author(s): Wilks, J. Pendergast, D.
Chapter: 10 (Page no: 109) Personal travel safety: a new generational perspective. Author(s): Wilks, J. Pendergast, D.
Chapter: 11 (Page no: 119) Adjusting attitudes using traditional media: magazines can still move millennials. Author(s): Loda, M. D. Coleman, B. C.
Chapter: 12 (Page no: 131) Understanding Generation Y's attitudes towards a career in the industry. Author(s): Richardson, S.
Chapter: 13 (Page no: 143) Generation Y and work in tourism and hospitality: problem? What problem? Author(s): Cairncross, G. Buultjens, J.
Chapter: 14 (Page no: 155) Generation Y's future tourism demand: some opportunities and challenges. Author(s): Glover, P.

Chapter details

  • Author Affiliation
  • Griffith Business School, Gold Campus, Griffith University, Gold Coast QLD 4222, Australia.
  • Year of Publication
  • 2009
  • ISBN
  • 9781845936013
  • Record Number
  • 20103056765