Implications of generational change: European river cruises and the emerging Gen X market

Abstract

This article focuses on the Generation X (Gen X) cohort that will replace the baby boomers as the main target market for tourism experiences tailored specifically to the senior/mature market in the coming years. Its context is a successful segment of the cruising industry: the European river cruising sector. The study explores the potential impacts of this generational change on river cruising. Little is currently known about Gen X’s tourism motivations, expectations and behaviour. Generational theory is employed in this study as the framework to identify distinct features of the Gen X cohort. Using a phenomenological research design, 39 in-depth interviews were conducted with participants in two important European river cruise source market countries, Australia and the United States. Findings of this study indicate that Gen Xers have distinct tourism motivations, needs and interests that have evolved from their formative experiences. A range of political, financial and social issues have been identified that may affect Gen Xers’ predisposition towards products aimed for the mature market such as European river cruises in their currently offered format. The study contributes to tourism theory, offering an understanding of Gen Xers’ desire and ability to participate in such tourism activities in the future.